The basics are important
Obviously, companies are all too happy to forget that job seekers need to focus on the basics: finding a job quickly and easily, and understanding what it's about at a glance. Or in other words: City wohklingendem job title-Wischi-washi applicants want especially clear text in the job offers, authenticity - and just quick findability.
Just yesterday I received another press release from a company (tellingly, it was an advertising agency) that wanted to present itself to me on the blog with a great brochure as an employer brand - everything “hip” and “cool”, but even I didn't understand straight away what they actually wanted.
Why cumbersome, even if it is easy?
And why this detour? Why does a company that wants to hire 50 employees first create a “cool” image brochure instead of simply saying in which positions employees are being sought? Because it's so hip today?
I then forwarded the gentlemen then first to my internal job board: Sure you can Best of HR – Berufebilder.de® looking for employees, I like to pass on jobs - but please so that job seekers really have something of it and know immediately what it is about.
Job markets are still the most important thing
After all, in spite of all the gossip about Facebook pages, job advertisements are still the most important medium through which job seekers and employers first find each other with concrete offers. At the same time, the media habits and expectations of applicants have changed dramatically in recent years due to the increasing use of social media.
The jobbörse stellenanzeigen.de wanted to know: What do candidates and HR managers think in this context about online job advertisements? Where do you see potential challenges and opportunities for improvement? At the end of 2011 an online survey was conducted. 614 applicants and 357 recruiters participated.
Success Factors: Authenticity, findability, text
What are the three most important aspects of an online job advertisement? The participating applicants chose the criteria "findability" (85 percent mentions), "authenticity" (73 percent) and "textual implementation" (54 percent). The “graphic design” fell with 18 percent of the entries as well as the “interactivity” (10 percent).
For the interviewed personnel, the success factors also had the same hierarchy of the three most important factors: Findability ”(92 percent mentions),“ Authenticity ”(62 percent) and“ Textual implementation ”(58 percent).
The candidates asked in the survey for suggestions for improvement always wanted a clearer language as well as more precise job descriptions and requirement profiles. One participant demanded “a clearer emphasis on the main areas of work in the advertisements”, another “more specific information on embedding the task in the organizational structure”.
Channels: Expected and actual behavior
Where do applicants currently receive information about current vacancies? The behavior mirrored by the participating applicants partly differed significantly from the behavior which the interviewed personnel managers suspect.
With 96 percent, the online job markets were in the favor of applicants right here. 88 percent of surveyed respondents search in print jobs, with only 48 percent of HR respondents placing their job ads there. Significantly more interviewed applicants (64 percent) than human resources (22 percent) estimate the importance of print media for the job search as high for the next three years.
Social media: little used by applicants
77 percent of the attending personnel are convinced that candidates in online networks would like to be attracted to job vacancies. In the case of the candidates, on the other hand, only 39 percent expressed an interest in such an approach by employers.
28 percent of surveyed candidates are actively seeking employment networks - 41 percent of HR professionals publish their vacancies there. Incidentally, the entire results report of the survey is available for download below.
Job offers: If so, then please correct!
To put it bluntly, I still believe that job ads are not the best form of job hunting: the best jobs are still being made through contacts, and social media has big advantages - but I find the live even more important -Contact exchange. And the basic problem is and remains that for an increasing percentage of jobs simply lack adequate job titles.
The miserable combination of job boards and social media, such as job sites on referral marketing, but I consider a completely misguided strategy. Then yes, and this survey confirms that, the good, classic, old job advertisement with a correspondingly good search function. And just for this to work, companies must finally talk straight and, for example, take a more detailed look at job titles, which is what they are looking for - instead of using internal names or imaginative creations of their own.
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