For Employers: How To Create Effective Online Job Posts

Writing effective job titles and descriptions
 
Excerpted from the Indeed.com blog at http://blog.indeed.com/2011/08/11/writing-effective-job-titles-and-descriptions

One of the best ways to get the most from online job sites and receive truly targeted job seeker traffic is by using detailed, job seeker-friendly job titles and descriptions.

Because sites like Indeed.com are search engines, effective job titles and detailed job descriptions help to make the best match possible with job seekers’ search terms, resulting in more qualified candidates clicking on and applying to your jobs.

A vague job title or a description with only a few sentences gives the job site limited information to use when matching your job to job seekers’ search queries. This makes it difficult for qualified job seekers to find your jobs.

An effective job title and description:

• Improves the quality and volume of qualified candidates you receive 
• Enables job seekers to better qualify themselves for the job. 

Job postings are often your first chance to make a meaningful impression on a job seeker; titles and descriptions can greatly influence qualified candidates’ perceptions of your company and their decision to apply.

To get the most out of your jobs, keep these guidelines in mind when writing your job title and description:

Job title

• Avoid using internal titles that don’t accurately describe the job. Job seekers may misunderstand abbreviations or acronyms, and they’re less likely to search for them. 
• Describe the type of work being performed. If you’re hiring salespeople, specify what they will be selling, or include your industry. For example: “Sales Representative –Pharmaceuticals” or “Pharmaceutical Sales Representative” is more effective than just “Sales Representative.” If possible, mention the level of work (for example, “Entry-level Accountant”).

Job description
 
When writing your job descriptions, use a style that communicates your company’s character and values. This is an invaluable way to market your employer brand and engage candidates.

• Job descriptions without relevant keywords and detail can make it difficult for qualified candidates to find your jobs. If they do view the posting, they won’t have enough information to determine whether they are qualified, or if the job is a good fit.
• Alternatively, a description that consists of an unnecessarily long list of skill and qualification requirements can make false matches on Indeed, or dissuade job seekers from applying.
• Some best practices for your job descriptions include:
• Keep job descriptions concise, but provide enough detail–with relevant keywords and terms –so that Indeed can make a proper match on your job with a job seeker’s query. 
• Describe the types of activities and responsibilities required by the job so job seekers can self-qualify themselves (thus improving your candidate quality). 
• Cite specific educational/certification requirements. 
• Specify desired years of experience. Indicate how the job functions within the organization or who the job reports to. 
• Give job seekers a sense of your organization’s style and culture. This may also include an overview of employee benefits, salary, schedule and other perks.

When writing job titles and descriptions, Indeed.com's Industry Employment Trends can also be helpful in identifying top keywords and the most popular job titles for your industry or job category.