Effective Online Job Postings

CareerBank.com’s 10 Tips to Faster Results and Better Candidates

By Robert G. Epstein

Given the short supply of skillful accounting candidates, firms are fiercely competing for qualified new hires. To help attract the highest level of talent, companies need to have an effective online recruitment program in place, held down firmly by the job posting, the cornerstone to any successful online recruiting campaign.

Before starting your online recruitment program, it is important to remember that a web-based job posting is different from the traditional classified advertisement. Potential candidates are surfing the Internet rather than flipping through the newspaper.

The following 10 tips can help you create the sort of eye-catching online job postings you need to get the candidates you want.

1. Job Postings Should Be Error Free
The job posting often is the first introduction that a job seeker has to your company. Don’t ruin that critical first impression with misspelled words. Such mistakes make your company look unprofessional, and can possibly discourage qualified candidates from applying. Always remember to proofread.

2. Job Postings Should Include the Salary Range
Although many companies are reluctant to include a salary range, candidates frequently incorporate salaries into their search criteria. Specifying a salary range in your job posting means that your job will appear more often in the search results of job seekers.

3. Job Postings Should Include the Company Name
Candidates prefer to know the name of the company that they are sending a job application to. There are compelling reasons for a company to want to keep its anonymity, but job postings that do not feature the company name risk receiving fewer viewings and applications than job postings with comparable jobs that do.

4. Job Postings Should Include Key Words
Candidates find job postings through using a key word search. To help ensure more qualified candidates view your job posting, make certain that appropriate key words are included in the job description.

5. Job Postings Should Promote the Company
A good job description not only informs candidates about a job, it also projects a positive company image. Unlike newspaper advertisements, web-based job postings are not billed according to the amount of line or word space; therefore, you have room to work with. If your company is an industry leader with a solid track record, let the candidate know. You’ve got the room, so use it.

6. Job Postings Should Be Specific
The more information a job description can provide, the more likely it is to hold the candidate’s attention and help compel them to apply. Take the time to explain why a candidate would want to work at your company. Does the job only require a short commute? Does the company offer an education subsidy or a pleasant working environment? These are the sorts of things that candidates want to know about.

7. Job Postings Should Include Information About Benefits
Job seekers are interested in knowing whether a company offers benefits, especially healthcare and dental. Beyond core benefits, if there are company perks such as stock options, free membership to a local fitness club, ready access to jogging trails or flexible hours, they should be mentioned too.

8. Job Postings Should Include Information on Company Career Tracks or Promotion Potential
When applying for jobs, candidates usually seek out positions that include opportunities for career advancement. If applicable, make sure the job description highlights the potential for employees to grow within the company.

9. Job Postings Should Clearly Identify the Position That Is Open
Many of today’s companies use very creative job titles. A title like “Cyber Taxation Specialist” may sound exciting, but few job seekers are likely to find it in their searches. Wordy titles also can be confusing, making it difficult for job seekers to determine the exact nature of the job and whether they are actually qualified for the position.

10. Job Postings Should Not Be Too Long
As previously mentioned, Internet job postings are different from newspaper advertisements. Unlike the print medium, web-based job postings enable companies to provide job seekers with a detailed account of the available position, but there is a limit to the amount of information that should be conveyed. As a general rule of thumb, a screen —two at most—of text is all that is needed.

New York State Society of CPAs members can create their own job postings at the NYSSCPA Online Career Center at http://nysscpa.careerbank.com. The site, powered by CareerBank.com, offers up to 50 percent off premium services for Society members.