Placing a Job Ad - How to Get the Most Bang for Your Buck!

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Last month, we covered off how to write a compelling job ad, now it's time to start thinking about where to place it.

Where you specifically place the ad will depend on who your ideal candidate is, so keep it in mind that you may need to use a variety of sources.

We suggest you focus your effort on the advertising mediums that will give you most bang for your buck. Newspaper classified ads used to be the traditional method for advertising a job, but with the global decline of newspapers and increased uptake in the internet and associated social networking sites, this method of advertising is no longer as effective as it once was.

Linkedin recently surveyed 3,894 talent acquisition decision makers who worked in corporate HR departments. When asked the question “Out of the quality hires your organisation made in the past 12 months, which of the following were the most important sources?” The top three sources of quality hires are listed below and as such, we recommend you focus your hiring efforts to these areas:

Social Media and Professional Networks

Social media has dramatically changed recruitment approaches to the ever-growing talent pool. Companies are now stepping away from traditional recruitment advertising venues and have found better value and exposure from promoting their jobs socially. This means getting both the company, and employees, to advertise open jobs through their social networks on LinkedIn, Facebook, Instagram and Twitter, etc. Some companies have a social media accounts dedicated solely to recruitment. Check out what KPMG UK is doing with their careers page on Twitter.

The best social recruiters are using image-based Twitter posts with hashtags to drive traffic to their Facebook Page or Website where they can then share full length job ads alongside recruitment videos, and even create a career site where candidates can apply. They share job ads to LinkedIn to capitalise on the high level of views they’ll receive, but also share a shorter version of their ads to Twitter. They mix up their content, ask questions, and share more than just job ads. (Jobcast)

For more information on utilising social media in your recruitment strategy, check out these tips from Paul Keijzer on Talent Culture’s website.

Another useful ebook worth reading is Linkedin’s Modern Recruiters Guide which covers how you can find, prioritise and engage the right talent at the right time.

Remember, social media recruiting is just as relevant to mid-size/smaller firms as it is to larger ones. Some demographics may still prefer to use internet job boards as an alternative to social media and professional networking sites, but the overall trend is moving towards social promotion methods. If you have concerns about the “reach” of your social marketing efforts, which may overlook a specific demographic, we recommend you use a range of strategies to close this gap.

Internet Job Boards

The overall trend of job advertising is moving away from traditional Job boards, but they are still a big part of a successful recruiting strategy. When using this strategy, it is important to utilize job boards that reach a diverse audience have a high amount of web traffic. They allow you to target your audience, build a brand among the people you’re trying to reach, and are cost efficient. However, there is one clear disadvantage to using job boards - the combination of quick and easy online applications and resulting increase in the number of applicants has led to a large amount of CV’s flooding your inbox.

The key to successfully using job boards is to:

• Be Specific - Writing specific posting requirements takes a little longer, but by helping job seekers understand your needs, you'll reduce the number of applications from unqualified candidates and ultimately save more time than you spend. If your CFO will only hire CPAs, state that requirement clearly.
• Be Clear - Make sure the job requirements and job duties are easy to understand by someone who does not already work for your company. Some job descriptions include so much corporate jargon that it's difficult for job seekers to tell if they are qualified, leading many to simply press a button to submit a CV.
• Be Up Front - Dissuade potential job seekers from speculative applications by adding a statement explaining that your requirements are firm. For example: "Please read the qualifications for this position carefully. The successful applicant will have to get up to speed quickly and therefore, we will only consider those who meet all the criteria listed above." This won't stop everyone, but it will help deter people who are unsure whether you're serious about your stated requirements.

You can maximise the effectiveness of your job advert by using niche job boards: those catering either to your industry or your location. This gives you a much more specialised pool of candidates to choose from, who are more likely to have the skills and experience you seek. 

Employee Referrals

According to Linkedin’s  recent report on Global Recruitment Trends, employee referrals has grasped the attention of talent leaders worldwide. It’s likely because referred employees have a longer tenure and higher job performance. As a result, more leaders consider employee referrals to be an essential trend.

The first step to creating any great referral program, is having a clear vision of what it should accomplish. Your aim should be to bring in as many high quality referrals as possible. Referrals can come from your employees, business associates, client and friends. Chances are these people will refer their friends and family, so they know the referred person has the qualities and experience needed to be successful within the organisation. They also know the performance of the person referred could reflect back on them, so some pre-screening is already done for you.

The less work an employee, business associate or client has to do to refer a candidate, the more successful the program will be. The best-case scenario is that the hiring manager is provided a name, a bit of background and some way to contact the referred candidate. It can be as simple as passing on a business card of a great Accountant they ran into in their personal life!

If a successful placement is made, the person who made the referral will need to be recognised for their effort. The most common way companies reward a referral is through money via a referral bonus.

Once your program is set up, you need to consistently remind your employees, business associates and clients about open positions. Once the referrals start coming in, try to contact the referred person within a couple days – and always manage your communications with them, even if you need to reject them.

If you have any questions about placing job ads or need further assistance with your in house recruitment process, please do feel free to contact us!

About the Authors

Giles Pearson FCA was a PwC Partner for 18 years before jointly setting up Accountests.  

Steve Evans has a whole career dedicated to enabling employers to attract, recruit, develop and retain talented individuals and teams, with particular expertise in candidate testing and assessment before setting up Accountests.

Accountests deliver the world’s only online suite of annually updated and country-specific technical knowledge tests designed by accountants for accountants and bookkeepers.