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Enhance Recruiting Tools To Attract Qualified Candidates

Forbes Human Resources Council

Niki is Insperity's director, service operations. She specializes in employee onboarding, human capital management and HR infrastructure.

As the labor shortage continues and resignations remain at record levels, leaders are hard-pressed to find qualified candidates to fill open positions. While many are addressing the situation with improved benefits and perks, that does not necessarily translate to ideal candidates who are perfect fits for companies.

Enhancing recruiting tools such as job descriptions and sourcing methods to reflect current best practices and appeal to qualified candidates can be a game changer for companies.

Optimizing Job Descriptions

Job descriptions are the first introduction many job seekers have to companies, so it is critical to make a good first impression. A well-crafted description not only attracts qualified candidates but also reduces the number of unqualified applications recruiters receive, saving them time and energy to focus on the best fits. Here are some key strategies to consider:

• Assigning job titles that people can understand and relate to will help improve search results and generate interest from qualified candidates. Companies may think that quirky titles will attract younger generations, but it may only lead to confusion.

• Using bullet points throughout a job description makes it quicker and easier to digest. It is especially critical for job seekers who use mobile devices to review and apply for jobs.

• Being clear and direct about skills/responsibilities without using too many words is critical. Lengthy job descriptions may be overwhelming for individuals, causing them to go unread and/or preventing people from applying because the position sounds too complicated.

• Posting a short list of non-negotiables/minimum requirements as opposed to ideal qualifications can lead to better results. Too many requirements can cause people to question their abilities and prevent them from applying because they are unsure about meeting the criteria.

• Incorporating a brief video that explains and demonstrates daily tasks gives job seekers a better sense about the role, the company and the company's culture. With an internal glimpse into a company, it is easier for applicants to see themselves in the work environment.

• Using relevant keywords to optimize job descriptions for search engines will help ensure postings appear at the top of search results. Start with keywords in job titles that incorporate job location, including “remote,” that facilitate quick searches.

• Displaying a salary range for jobs is a growing trend that promotes transparency and helps people make informed decisions about whether to apply for positions. This practice can attract ideal candidates and eliminate others, saving time and energy for everyone.

• Altering or eliminating language about four-year college degree requirements to include highly skilled workers who have alternative credentials, such as on-the-job training, industry-recognized certification programs and military service will boost a qualified talent pool.

• Aligning keywords, skills, alternative credentials and industry certifications with automated applicant tracking systems helps to ensure qualified candidates are not eliminated from the process.

• Outlining employee benefits and significant perks is important to include because they not only help elevate preferred employers, but they can also serve as a quick reference tool when candidates are comparing companies.

• Removing obstacles that impede the application process will improve results. Time-consuming activities that provide no value—such as uploading a résumé (if information was previously provided via an application form), skills assessments, cover letters and references—should not be necessary to apply for jobs.

Refining Sourcing Methods

As workforce demographics change and the ways job seekers look for jobs evolve, it is critical for companies to refine their sourcing methods to attract qualified candidates. While tried-and-true avenues are still applicable and should not be discarded, there are other options and best practices that companies can use to complement their recruiting efforts. Here are five avenues to consider:

• Employee referral programs that offer monetary rewards to employees who recommend new hires are a great way to source qualified candidates. Engaged employees serving as brand ambassadors and promoting a company and its benefits to their networks can be invaluable for talent pipelines.

• Internal hiring can be an ideal source for companies that have an effective succession plan, formal mentoring program, internships or on-the-job training opportunities because qualified individuals have likely been identified and trained for roles.

• Company career pages are a tried-and-true method; however, they should be enhanced with short videos that include topics such as culture, employee testimonials, mission and values, and community involvement events to create enthusiasm and action that accurately portrays a company.

• Job boards are mainstays for sourcing efforts, but niche job sites should also be considered for industry-specific and specialty positions.

• Social media platforms such as LinkedIn, Facebook and Twitter should be optimized with branding, content and videos that convey a company’s culture and should be leveraged to post job openings. Encourage employees to share and repost content with their networks to extend the company’s reach.

Amid labor shortages and myriad job openings, companies that optimize job descriptions and refine sourcing methods will make great strides toward attracting qualified candidates and maintaining a solid talent pipeline.


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