Written by Holly Watson | March 16, 2016
52% of small businesses are unsure of which job boards to use, Webrecruit found in its recent survey.
There’s a lot of choice on the market – and with candidate behaviour constantly changing, it can be difficult to know which recruitment advertising sources are going to deliver you with real results.
As such, in the latest instalment of Webrecruit’s Expert Insider Series, we caught up with Dan Kilshaw, Group Resourcing Co-ordinator and our internally recognised ‘Job Board Guru’, to find out about his role and the questions you need to be asking your advertising suppliers.
1. What does your day-to-day role involve?
“I manage the day-to-day relationships with the job boards that Webrecruit uses, and ensure that jobs get posted on the best range of boards to maximise applicant response rates,” Dan explains. “I also review all adverts as they get posted to ensure that they are of the highest quality and are targeted to attract the right candidates.”
2. What are the job boards and aggregators that Webrecruit uses?
“In terms of job boards, we use a variety of generalist and specialist boards. The generalist boards include, but are not limited to, Jobsite, Reed, Monster, Totaljobs – basically all the big players in the UK recruitment market.”
“We also use aggregators, such as Indeed, which has risen in popularity in recent years, as well as posting vacancies on LinkedIn and our own site, Webrecruit Jobs.”
3. What are the benefits of advertising a role on a specialist job board?
“It entirely depends on the vacancy. I’d discourage businesses from advertising vacancies such as entry-level sales, administration or customer service roles on specialist boards as they tend to get a great response on the generalist boards anyway so why part with extra money?”
“However, specialist boards really do come into their own when it comes to recruiting for particularly niche roles, especially within the IT and engineering sectors. One big advantage with specialist boards is that you’re able to post roles within a subsector, allowing you to really target your vacancy and ensure that the most relevant candidates will view it.”
4. Are there any advertising sources that you’ve noticed an increase in applications from?
“Aggregators have risen in popularity over the past couple of years. With most candidates starting their job searches in Google, Indeed is the name on a lot of people’s lips at the moment.
“However, if you’re looking at longer term, ongoing trends, it’s more about the staying power of the big name job boards. The generalist boards that we work with have stayed strong and maintained good application levels despite changes in candidate behaviour.”
5. What kind of questions should people be asking their advertising suppliers?
“If it’s a completely new job board that you haven’t used before, you should ask for their average response rates by sector or even specific job type – this is particularly important for generalist boards. If you live in a smaller, less populous area, you should also ask for their statistics within the local region. For example, a board might deliver a high number of applications within Birmingham but in Cumbria it might be a different story.”
“Pricing is also important – if you’re just looking to advertise one role then the chances are it will be costly. However, if you know that you might be recruiting for a few roles later on that year, there may be scope to negotiate a discount on multiple advertising credits. If it’s a new board then you can ask for a trial, either for free or at a reduced rate.”
“There are also different types of advertising credits, for example, we’ve seen an increase in our clients requesting branded advertising – it’s important to get separate pricing for these.”
6. There’s a lot of talk saying that ‘the job boards are dead’ – how would you respond to this?
“People have been saying this since the rise of social media about ten years ago but I disagree. There’s always a new upcoming trend when it comes to looking for jobs but the market leading job boards have stood the test of time and retained their position. I don’t think they will die either – they’ll just continue to evolve to reflect the change in jobseeker behaviour.”
7. If you could give a piece of advice to clients when selecting which job boards to place their vacancies on, what would it be?
“Shop around. Don’t always assume that specialist boards are the way to go as the return you get might not be what you’re hoping for. Before you advertise a role, it’s worth talking to people you know who currently work in that sector and ask where they’d look for jobs.”
“If you do decide to work with a specialist job board, don’t be afraid to ask for advice and guidance – they are industry experts after all,” Dan advises.
Looking for further guidance when it comes to advertising your vacancy? Find out more.