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10 Reasons Why Your Recruitment Advertising Campaign Isn’t Working

Written by Holly Watson | November 30, 2016 | 1 Comment
Recruitment advertisingYou’re mid-way through your latest recruitment advertising campaign and you’re struggling to attract any suitable candidates.
What’s going wrong?
When hiring for a new member of staff, there are a number of factors that can affect the outcome of your recruitment campaign. If you find that you’re not getting the response that you need, it’s worth checking if you’re making any of the following mistakes:

1. You’ve chosen the wrong job boards

The selection of job boards you use can make a huge difference to the success of your campaign. If you advertise your roles on the incorrect job boards, you risk not getting the exposure that you need.
Webrecruit recommends using a mixture of generalist and specialist online job boards (depending on the role), as well as social networking sites to increase your reach.

2. You haven’t included vital information in your job advert

Does your job advert make it clear what the candidate is going to be doing? Have you included the need-to-know information, such as salary, location and benefits?
Most importantly, have you told candidates how they can apply for your position? Make sure that you include these vital points within your job adverts.

3. You’re positioning the role incorrectly

If you’re recruiting for a junior position, don’t overcomplicate your advert and ask for too much essential experience; you could be putting jobseekers off.
Likewise, if the role is technical and requires a niche skill-set, don’t open up your advert and invite applications from candidates who wouldn’t be able to do the job. You might find yourself with dozens of applications but none will be suitable.

4. You haven’t sold the opportunity

Don’t make the mistake of writing your job advert like a job description; job descriptions are in-depth documents detailing every duty that the role entails, whereas job adverts should sell the role and focus on the main tasks involved.
Make sure that you talk about the benefits of the opportunity, as well as what it’s like to work for you as an employer.

5. You haven’t optimised your job advert

When writing for an online audience, it’s important that you include keywords to ensure that your advert appears at the top of candidate searches. After all, what’s the point in writing a great advert if no-one can find it?
It’s also vital that you format your advert appropriately – try to stay clear of giant walls of text. Break up long sentences and try splitting up longer paragraphs into bullet points to make your advert easier to read.

6. You’re taking too long to respond to candidates

If you find that you’ve received a number of suitable applications but candidates don’t seem to be returning your calls, it might be that you’ve left them hanging for too long.
Don’t wait weeks to follow up an application if you’re interested; candidates are likely to go cold and lose interest. They might even have other interviews lined up or other offers on the table. Act quickly to avoid missing out.

7. Your application process isn’t candidate-friendly or mobile optimised

A poor application process can leave candidates feeling frustrated and might put them off applying for your role. Try to limit application questions to no more than 5-7 and always test your application process from a candidates’ point of view to make sure that you’re delivering the best possible experience.

8. You haven’t promoted your vacancy properly on social media

As well as advertising your role on a selection of job boards, it’s also important to share your vacancy on your company’s social media accounts. This is a great way of reaching passive candidates, as well as an audience who have already shown an interest in your business.
(If you want to avoid getting into battles with your marketing department, recruitment software, such as Webrecruit’s Fusion, allows you to share your roles on your social media accounts with the click of a button).

9. Your expectations are too high

It’s important not to enter every recruitment campaign expecting to attract hundreds of applicants. Remember, a technical IT role requiring a niche skill-set is likely to attract far fewer applications than a customer service role. Location is also important – roles in London will typically attract more applications than vacancies in more rural parts of the UK.
The key to a successful recruitment campaign is to find suitable, high quality candidates rather than a large number of unsuitable candidates.

10. You have a poor employer brand

If your business has a bad reputation as an employer, there’s a strong chance that it’s putting candidates off applying for your roles.
In fact, 69% of candidates would not take a job with a business that had a bad reputation, even if they were unemployed, according to 50 HR and Recruitment Stats That Make You Think from Glassdoor.
If you think that your company’s reputation might be putting candidates off, talk to your existing employees and read your company’s reviews on websites such as Glassdoor. You can then take action to start improving your employer brand.
Still not attracting the candidates you need? Find out more about Webrecruit’s recruitment advertising services.

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