1. Understand your target audience<\/strong><\/h2>\nYour very first requirement, before even thinking about a job ad, is to make sure you target the target audience. Think hard about:<\/strong>
\n<\/strong><\/p>\n\n- Who you want target?<\/li>\n
- Where are they now?<\/li>\n
- What steps are they taking to look for a new opportunity?<\/li>\n<\/ul>\n
Once you know who you\u2019re speaking to, you might be ready to advertise.<\/em><\/p>\n<\/strong>2. Time your ad placement based on their needs<\/strong><\/h2>\nKnowing who you\u2019re speaking to is one thing. Understanding when your they will be looking for jobs is another.<\/p>\n
Many jobseekers are highly active online during the week (while they are at work!). But not everyone is fortunate enough to have Seek at their fingertips and may therefore be restricted to searching for jobs while at home.<\/p>\n
For example, those in health care jobs or hospitality are more likely to be looking for jobs on a Monday as they may have worked straight through the weekend. You know your industry best so put yourself in your target candidate\u2019s shoes to decide the best time to post your ad.<\/p>\n
<\/strong>3. Use Seek\u2019s standout option<\/strong><\/h2>\nAs the name suggests, a standout ad on Seek will make your job ad stand out from the rest in the search results page.<\/p>\n
By upgrading from a standard ad to a standout ad, you will receive:<\/p>\n
\n- A border around your ad to draw attention<\/li>\n
- Three key selling points (e.g. new position, top salary, great location)<\/li>\n
- Your company logo on the right hand side.<\/li>\n<\/ul>\n
<\/strong>4. Optimise the summary or short description for click-throughs<\/strong><\/h2>\nThe summary (or short description) is the first few lines of an ad that a job seeker reads on the search results page, before deciding whether or not to click through to the whole ad.<\/p>\n
In order to increase your number of click-throughs, you need to \u2018sell\u2019 your position in those first few lines. Include information that will appeal to your ideal candidate (i.e. salary, opportunities, great conditions) while also talking directly to them.<\/p>\n
On average, four times as many people read the summary than actually click through to the job ad itself. Put some effort into what you write – even if you only have a limited number of characters in which to say it. After all you don\u2019t just want people reading the snapshot. You actually want people to read your entire advertisement, and then for only the best candidates to apply.<\/p>\n
Alternatively, if it is a candidate-rich position being advertised, you can use the summary to emphasise applicant requirements (eg typing speed or required certificates) to ensure that only those with the appropriate qualifications click through to your ad.<\/p>\n
<\/strong>5. Be specific about role requirements<\/strong><\/h2>\nListing the requirements of the role in some detail is another way of ensuring that those who apply are either experienced in similar roles or believe they are able to undertake such a role, based on your description of the duties involved.<\/p>\n