Long Job Descriptions and Titles Can Hurt You. And So Can Short Ones

历年文章· 2015-03-24· 0 浏览

招聘的下一个前沿便是营销。营销人员会想方设法把引导转换为实际销售，而在招聘上也是如此：尽量让求职者点击直接申请，把查看点击率转化为申请率，进而将招聘投资的收益最大化。为了引导求职者点击申请，那么在有关职位描述方面就很有讲究，太长或者太短都不好，太长了会让人不想继续浏览下去，太短求职者又会觉得信息不够，最好就是能做到清晰明了标明重点。我想，不管工作如何，中外求职者在浏览网页申请工作时会有类似的喜好跟时间分配，下面的数据分析也许会给招聘者一些相关思考。

Marketing is recruiting s next frontier . If you re a marketer, you re trying to generate a lead or a sale, so you dedicate a tremendous amount of time, energy, and expense to achieving the highest conversion rates possible. Similarly, you can maximize the return on investment of your recruitment campaigns when considering click-to-apply ratios. Click-to-apply tracks the number of candidates viewing a job advertisement who then go on to complete an application. Let s take a look. Impact of Job Descriptions on Click-to-apply We at Appcast.io recently tracked nearly 400,000 job seekers looking at job advertisements across various platforms and the 30,051 applications that resulted from those views. The data supports a Goldilocks logic when it comes to optimizing the ROI of job descriptions. Too-short job descriptions of 1,000 to 2,000 characters (170-250 words) returned a click-to-apply of just 6.7 percent. For job descriptions containing less than 1,000 characters, click-to-apply dropped to 3.0 percent. Too-long job descriptions over 10,000 characters (around 2,000 words) achieved a similar click-to-apply of 6.7 percent. Click-to-applies are up to five times higher for job descriptions between 2,000 to 10,000 characters. For descriptions between 4,000 and 5,000 characters, click-to-apply spikes at just under

15 percent. Too-short descriptions do not influence candidates who need sufficient context in order to make an application decision. Too-long job descriptions may suggest a stifling working environment and demand too much effort from candidates who already are investing a great deal of time in their job search. The just right description is detailed, without being too long, as the bell-curve shows. Impact of Job Title on CTA Appcast.io s analysis also shows a clear ROI hot spot for titles containing 50-60 characters. Titles of this length outperform other titles by 30 to 40 percent. However, the overall data is murky. Very short job titles (less than 30 characters) and very long titles (80 characters or more) do not suffer the sharp click-to-apply drop off experienced by non-optimal job descriptions. So, while opportunities exist to optimize the length of job titles, clear and descriptive title content may have greater influence on a candidate s decision to apply. Impact of Apply Processes on Click-to-apply Lengthy, complex, and time-consuming applications act as a barrier to applicants. Candidates are 365 percent less likely to submit an application that takes more than

15 minutes to complete, as the chart below shows. On a cost-per-click recruitment advertisement pricing model, recruiters pay per click regardless of what the candidate does next. When completion rates are low, applicant sourcing costs are commensurately high. The data suggests that recruiters can slash their cost-per-applicant by 250 percent simply by reducing the time it takes to complete an application from

15 minutes to 5 minutes. Recruiters should think like online marketers to analyze their conversion path and boost recruitment ROI. By applying data-driven strategies to job postings and apply processes, recruiters can generate optimal interest in their advertisements, create leads, and compel a greater number of qualified candidates to toss their hat into the ring. The data indicates that job descriptions and titles should be Goldilocks length to maximize click-through rates, and suggests a built-in business case for streamlining the application process. Recruiters may benefit by analyzing their online application and removing every nice-to-have question that is not required to evaluate a candidate. The reality is that every superfluous question lengthens the process, deters applications, and costs money. 来源： http://www.ere.net/2015/03/18/long-job-descriptions-and-titles-can-hurt-you-and-so-can-short-ones/ 管理新知您可能感兴趣的文章宁可无人，也要辞退负面的员工 2016-07-08 A Female-Dominated Workplace Won't Fix Everything 2011-10-18 How to Be a Better Co-Worker 2012-10-08 最近文章 TEST 2018年01月15日嫖娼被抓不属无故旷工，公司解雇赔4万！（法院判决） 2018年01月15日如何判断你是否具有HRBP胜任力？

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