Job Posts That Don't Work
It's frustrating. It's challenging. It's discouraging. Wondering what are we talking about? It's job posts that don't work.
Yes, the talent pool is small, but some firms are getting responses to their job posts. Here are some things you can do to make sure your firm is one of them:
Be true to your brand. Write the ad in a way that reflects your firm's culture. Think about the elevator pitch you give to prospective clients and modify it for your job post. Formal or informal? Regional firm, mid-sized firm or small firm? Treat the ad as an introduction to your firm so you can paint a picture of what life will be like there. “Located near a major metropolitan area, XYZ provides a family atmosphere with room to grow”; “You will have the opportunity to work collaboratively with our regional team in delivering the highest quality service to our clients.”
Keep in mind that we are living in a world of texting and Emojis. Now, we aren't saying you should include a smiley face in your post, but we are saying that most people aren't reading your ad word-for-word. They are scanning it. Write your post like you understand that:
Use short sentences. “We are seeking an Audit Manager to work in our Audit Department” or “We are seeking an Audit Manager to join our Real Estate and Construction team.”
Highlight why you are a great firm. “Named a ”˜Best of the Best' firm by Inside Public Accounting” or “Named a Best Place to Work by the Houston Business Journal”
Divide the ad by using headlines: Overview; Responsibilities; Required Skills; Preferred Skills; Location; Compensation; Additional Infomation
Clearly state what the job entails, touching on both Required Skills (what things are non-negotiable) and Preferred Skills (great to have, but not required). Be as specific as you wish, but at a minimum be sure to include the basic job responsibilities: “You will supervise and plan field audit engagements, supervise staff, and heavily interact with clients to identify and resolve audit issues.”
List the job requirements rather than putting them in a narrative format:
- CPA required
- 2+ years in a management role
- Microsoft Office Applications, including Outlook, Word, Excel, and Access
Mention compensation and benefits: “80% paid health care coverage for employees and their families”; “Flex-time on Fridays”. Include the base salary and bonus structure. All perks of the job should be mentioned in the post.
Where is the job? Particularly if you are a multi-office firm, tell applicants where their office will be. It affects commute time, proximity to family, and other factors important to a generation of employees looking for a reasonable work/life balance. Share what makes your location awesome!
Include a call to action. Be sure your firm's website has a clickable link for responses. Most job boards also have clickable links so applicants can easily post their resumes directly to your site.
If your firm has a recruiting specialist, ask that person to look at your competitors' posts. They may be able to identify some areas where you can make your ads more targeted.
Some recruiting sites, like Accountingfly, offer assistance with crafting job ads.
Yes. The talent pool is small, but well-written ads that are posted in places that get good visibility and are refreshed periodically - like targeted job boards and social media - will be effective and show results over time.