Stop the scroll, job descriptions.
- The Relevance of Job Descriptions from a Marketer’s Perspective: Balancing Needs and Success in Online Advertising
The Relevance of Job Descriptions from a Marketer’s Perspective: Balancing Needs and Success in Online Advertising
In today’s competitive job market, crafting an effective job description is both an art and a science. From a marketer’s perspective, a well-written job description not only attracts the right candidates but also ensures a successful online advertising campaign. The challenge lies in balancing the specific needs of the role with the broader appeal necessary to draw in a wide yet targeted pool of applicants. Here’s a deeper dive into how this balance can be achieved and why it’s crucial.
Understanding the Role and Market Trends
Firstly, it’s essential to have a clear understanding of the role you’re advertising. This means knowing the key responsibilities, required skills, and how the role has evolved over the years. For instance, a marketing manager’s role today includes not just traditional marketing skills but also a strong grasp of digital marketing, data analytics, and content creation. Keeping abreast of these changes ensures that your job description is relevant and attractive to contemporary candidates.
Market insights also play a critical role. Researching industry standards for salaries, understanding how much job seekers benefit from certain roles, and identifying common job titles can help you craft a job description that stands out while meeting market expectations. This ensures that your job ad is competitive and appealing to top talent. For example, recent data from the Central Statistics Office (CSO) indicates that the seasonally adjusted unemployment rate for June 2024 was 4.2%, up from 4.0% in May 2024(Market Insights_Sales E…). This slight increase highlights the ongoing need for precise and attractive job postings to secure the best candidates in a fluctuating market.
The Importance of Salary Transparency
One of the most significant factors influencing the success of your job ad is the inclusion of a salary range. Research indicates that not advertising the salary can lead to a substantial drop in qualified applicants. Candidates often perceive a lack of salary information as a red flag, suggesting potential pay disparities or a lack of transparency within the company.
Industry Insight:
Not advertising the salary can result in losing up to 60% of potential applicants. Additionally, over 90% of job seekers believe that companies who fail to disclose salary information are likely to have pay disparities. This perception can make your company less attractive to prospective employees.
Expert Advice:
Always include a salary range in your job descriptions. This not only attracts more candidates but also ensures that those who apply have salary expectations that align with what you can offer.
Clarity and Simplicity in Job Titles and Descriptions
Another common pitfall is the use of overly complex or unique job titles. While creative titles might seem like a good way to stand out, they often confuse candidates and deter them from applying. Instead, use clear and widely recognised job titles.
Industry Insight:
Complex job titles can reach a broader range of candidates in search engines, but they often fail to attract the right ones. Candidates might perceive such titles as indicative of a role that amalgamates too many responsibilities, potentially for a lower salary.
Expert Advice:
Keep job titles simple and aligned with industry standards. If the role is unique, clearly outline the responsibilities in the job description to avoid any confusion. This helps in setting clear expectations and attracting suitable candidates.
Balancing Job and Company Descriptions
While it’s important to provide information about your company, a job description should focus more on the role itself. Overly lengthy company descriptions can overshadow the job details and lead to candidate drop-off.
Industry Insight:
Our research shows that while over 95% of candidates are interested in company culture, 80% feel that company profiles in job descriptions are often too long. In 7 out of 10 cases, there was more information about the company than the job itself.
Expert Advice:
Strike a balance by keeping the company description concise and to the point. Ensure that the job description and company overview are of similar lengths and that key information is easily digestible. Highlight the most compelling aspects of your company culture without overshadowing the specifics of the job role.
A Case Study in Poor Job Description: Fund Accounting Associate
To illustrate the impact of a poorly written job description, let’s consider the following example, which was sourced from a live job board this morning:
Fund Accounting Associate 1 – Dublin
Job Details:
- Job Type: Permanent, Full-time
- Location: Dublin, County Dublin
Full Job Description:
Fund Accounting Associate 1 – Dublin
Who we are looking for:
YOU! A dynamic and enthusiastic individual who is looking to work in an exciting and evolving sector. As part of our current expansion of operations in Ireland, we have a number of roles at graduate and entry level available within our Alternatives Fund Accounting Group where you can enhance your career through experience gained in multiple facets including:
- Hedge Funds
- Private Markets Funds
- Crypto Funds
- Hybrid Funds
Join us if making your mark in the Alternatives Servicing Sector is a challenge you are up for.
What can we offer you?
We are the largest Fund Administrator in Ireland, servicing global market leading clients across a variety of product types. With us, you have the opportunity to develop your career in many different directions within the funds industry. This is a team providing a crucial operational service for clients worldwide, and you will work with a range of internal teams across the globe to service a wide array of prominent clients across multiple fund types. We offer flexibility to blend working from home or office, excellent benefits package, strong personal and career development programs to support your career journey and much more.
As a Fund Accounting Associate, you will be involved in:
- Preparing daily cash, position and market value reconciliations including trade capture and pricing.
- Assist in the Dealing Date accounting process.
- Work on complex financial instruments such as equities, fixed income, futures options and swaps.
- Participate in client related or internally driven projects.
- Prepare clients’ related correspondence (e.g., client requests, audit confirmations).
- Assist Managers in semi-annual and annual audit process.
- Identify any unusual or potentially suspicious transaction activity and report and/or escalate in accordance with corporate policy and guidelines detailed in relevant operating procedures.
What we value:
- Strong analytical skills and an attention to detail and accuracy.
- Ability to problem solve.
- Ability to work to tight deadlines.
- Strong communication skills and the ability to escalate where appropriate.
Education & Preferred Qualifications:
- Degree level at any discipline is preferred, but not essential.
Issues with This Job Description:
- Lack of Salary Information:
- The job description fails to include a salary range, which could deter qualified candidates from applying. As mentioned earlier, not advertising the salary can lead to a significant drop in applicants and raise concerns about pay disparities.
- Overly Long and Vague Company Description:
- The description spends too much time on the company’s background and benefits, overshadowing the specifics of the job role. This can lead to candidate drop-off as they might lose interest before getting to the core job details.
- Complex Job Title:
- The title “Fund Accounting Associate 1” is somewhat vague and does not clearly communicate the level or specific focus of the role. A more descriptive title could attract more suitable candidates.
- Broad and Generic Role Description:
- Phrases like “dynamic and enthusiastic individual” are too generic and do not provide a clear picture of the ideal candidate. More specific qualifications and experience requirements would help in attracting the right talent.
- Unclear Responsibilities and Expectations:
- While the job description lists various tasks, it lacks detail on the specific skills and experience needed to perform these tasks successfully. Clearer expectations would help candidates self-assess their fit for the role.
- Repetition and Redundancy:
- The job description repeats several points about the company’s size and market presence, which can be consolidated to make the ad more concise and focused on the role.
Conclusion
From a marketer’s perspective, the key to an effective job description lies in striking the right balance. Understand the role and market trends, be transparent with salary information, use clear job titles, and maintain a balanced focus between the job and company descriptions. By doing so, you can create job ads that not only meet your recruitment needs but also ensure a successful and appealing marketing campaign.
The latest unemployment statistics reinforce the importance of effective job descriptions. With the seasonally adjusted unemployment rate rising slightly to 4.2% in June 2024(Market Insights Sales E…), it is clear that attracting the right candidates requires precision and transparency in job postings. Remember, your job description is often the first point of contact with potential candidates. Make it count by being clear, concise, and transparent. This approach will help you attract the right talent and set the stage for successful hiring.