Job titles that improve performance and reduce drop off.
You only have 17 seconds to make your job title matter
Make your job title work for you. A job seekers attention span is dropping annually, so the battle for engaging online content is on. Studies have shown, that the average internet viewer will stay on a page no more than 17 seconds. These studies, however, are based on desktop and not viewing on mobile devices.
Grab your viewer
Its been a while since any kind of job title has jumped out at me. In many cases they are bland or a new language created to set them apart, but only achieving confusion. Creativity is good, but clarity is more likely to retain the viewer for a few more seconds. It is, of course, the objective to “invite” the viewer to work their way down to the job description and turn seconds into minutes. We do this by offering as much significant detail in the shortest job title possible !! Are you likely to continue viewing a position that has a general title like “Office Manager”, or would you feel motivated by “Travel Agency Office Manager” ?
The emotion that a job title can trigger, can be a historical one based on the job seekers work experience. This article focuses on the subject “Are job titles important”
It has been advised that descriptive and concise job titles, not exceeding 80 characters, are most effective. Having entered the recruitment industry in the early 90’s, I was tasked with placing job ads in local newspapers and industry specific magazines. The effort put into a job title was far greater, as the costs were substantial, and the space limited. In a time where copy-paste seems to be the easiest solution, sloppy layouts acceptable, and job descriptions unlimited by size, we need to place more focus on the impact that each job title has, as if it were permanent in print.
The job introduces your brand
Unless you are a large, established brand, you need to assume job seekers don’t know you. . It is with this in mind, that you must treat every viewer as a customer first. The job seeker should become the applicant. Think about a short introduction that clearly defines your brand. The intention should be of leading the viewer to “want more” from what offers to be a promising employer. The job seeker may not be right for the advertised job, but they may be driven to another of advertised positions that may be a perfect fit. Lead the viewer to what their looking for, and not on a frustrating journey through boring and non descriptive job listings.
Why repel your job seeker ?
I have often been sent a job descriptions that was neither clear or in any way engaging. My question for the hiring manager was the same “Would you apply for this vacancy ?”. The answer in all my cases, has usually been “NO” !!. So why would anyone put out a job description that is likely to repel, rather than attract the right candidate ? The simple answer is, no focus on the marketability of a job, or relevant training in this subject. There is a fine line between “fill the job” and “sell the job”, and this is key to making your job description work for you. Try and create a job description that means something to you and you as a job seeker would apply for.
Changing the law of averages
At a recent Human Resources expo, I discovered that only 5% of job seekers apply for a job over career sites. This high drop off is accepted and goes unquestioned There are many reasons why, some of which I will attempt to explain another day.