5 Reasons Job Seekers Are Passing On Your Job Ads

February 13, 2019

Nearly 4 out of 5 Americans say they used the Internet to search for a job, and that number is expected to continue to rise. With the wealth of recruiting information online, it’s tough to make your job ads stand out from the pack. Consider these common reasons for lackluster job ads that cause job seekers to pass on your organization.

1. Confusing job title

Refreshing boring old job titles may seem like a smart idea, but new job titles often serve to confuse rather than inspire. A “client success manager” may seem like a fancy title, but it’s unhelpful when it obscures the fact that you’re recruiting customer service representatives. Plus, words like “event planning rockstar” or “data ninja” aren’t search engine optimized, meaning that they won’t show up in job seekers’ searches. Instead, keep job titles descriptive and clear.

2. Insufficient detail about the role

The purpose of a job ad is twofold: to announce that you’re looking for new hires and to describe the type of people you seek. Vaguely worded job ads are common frustrations for job seekers. Always include a clear, detailed description of the role you’re recruiting for with a list of broad responsibilities for the position. Writing, “people with X, Y, and Z skills are likely to be most successful in this position” can clarify who you are looking for. Before posting your ad, ask a current employee with the same title to read the ad and provide feedback.

3. Negative or non-existent external information about your company

Prospective candidates have more information at their fingertips than ever. Yet many organizations fail to curate their online presence to provide the best information about their organization. An estimated 55% of job seekers say that they have abandoned a job application after reading negative reviews about corporate culture, yet only 45% of employers try to manage their presence on online review sites.

Before posting a new job ad, take a moment to investigate your online presence. Google your company’s name as well as “what it’s like to work at X” to see what comes up. Online review sites are a great way to learn what people think of your organization. Sites like kununu allow employers to respond to reviews to offer a counterpoint. Take advantage of this opportunity to reshape the narrative about your employer brand.

4. Uninspiring company culture

Many HR professionals forget that job ads should be more than a laundry list of attributes you’re looking for in a new employee. It’s important to inspire people to want to join your organization, too. Look for ways to boost your job ads to avoid portraying a boring company culture.

Think about the factors that make your company culture interesting and unique, and blend those into the job ad itself. If you’re fun and playful, make the tone of your ad reflect that. If you’re more traditional but offer great benefits, highlight that feature. Injecting your company culture into the job ad should never detract from the core information; it should simply paint a more vivid picture of what it is like to work for your organization. This improves the quality of applicants who have a strong fit with your culture.

5. Mobile unfriendly platform

When it comes to attracting top talent, mobile is everything. Over 28% of American adults have used a smartphone to search for jobs. That number jumps to 53% among young adults, meaning that mobile recruitment is critical to reach the Millennial demographic. It is imperative that you consider where to post your job ads to best reach your target audience. Most job aggregator sites have mobile-friendly platforms. If you’re posting ads on your corporate site, make sure it is configured to work well with mobile devices. Linking ads to your employer social media platform is another great way to connect with mobile users.

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Linda Le Phan
Senior Content Marketing Manager at kununu.

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