A few days ago, a very good friend who works in Marketing and I were discussing job options for her, and we bumped into a job offer from a very well-known Marketing agency that would have been an awesome opportunity for her. However, the job offer seemed so weird, boring, and even a little sketchy, that she decided to not even apply for it, and search somewhere else instead.
The job offers that we publish say a lot about our companies, and it’s the first thing our PPC candidates will know about how a day working with us will be, so it’s really not something that we can get done just by throwing there some random stuff in items, and expect people to want to work for us, can we? So today, we’ll dive into some things to consider before building and publishing a job offer.
So let’s imagine you are a PPC looking for a job, and you bump into an offer that has an awesome headline, but then the body of the offer is unclear, has no information about schedule, responsibilities, expectations, the company, or many other things we want to consider before we apply for any job. If the person is possibly being more exquisite when it comes to choosing a job, then they’ll probably pass by your offer, and look for another one that actually lets them know what they need. So why don’t we start talking about what you should and shouldn’t include in a job offer, shall we?
A good headline makes the difference
Just as the headline of an article or an Ad is the decisive moment when it comes to a user being interested or not, the headline in your job offer will be the key to get potential PPCs interested (or not!), so this is the first thing you’ll want to pay attention to. A good headline has to be informative (at least include the job position in it), short enough to be clear, but long enough so it’s not too cold (don’t write a paragraph about the job in the headline, but it’s ok to not make it just the job position), and if you want to add some fun or catchy component that’s always a plus, as long as it’s appropriate and matches your company’s work culture.
About their responsibilities and objectives
I’ve lost count of the job interviews I’ve had where, right then and there, the interviewer came up with a whole new bunch of responsibilities for me that the job offer never listed, and that I was nowhere near to being able to accomplish. It is very important that you are as specific as you can with what you need and expect from your PPC, and what a day in their life will look like if they work for you. So be clear about the tasks they’ll need to be able to perform, the people they’ll have in charge, the type of campaigns they’ll need to launch, the Display Ads they’ll have to create, the reports and metrics that they’ll have to be on top of, among many other aspects, that’s a part of their everyday job. This will not only be great for your PPC who’ll know exactly what to expect, but it’ll also save you a lot of time interviewing candidates that are not capable of fulfilling your expectations.
Requirements: What you actually need, and what you’d appreciate
This part is always a little tricky, not only because people tend to apply for jobs for the ones they don’t really fulfill the requirements, but also because it’s hard to decide which are the requirements that will be an absolute deal-breaker if your PPC doesn’t accomplish, and which ones you want to be a little bit more flexible about. Conditions such as formal education, how experienced you need your PPC to be, and sometimes even location, can often be less important than you think, and sometimes the PPC’s personality can actually matter more. This really depends on each company’s expectations and style, and what really matters is that you include in your job offer what can be learned or what is just a plus to have, and what is absolutely necessary. Again, this will save you time in your interviews and whole selection process.
About your company’s formal information
Have you ever seen one of those job offers where companies appear as “confidential”? How sketchy is that? I’d never apply for a job where I know nothing about the company or what they do, not even if I knew that I am an absolute perfect PPC match for them. It’s really important that you dedicate some time and room for a brief explanation about what your company does, what you’ve accomplished for now, and which are your goals in the future. It’s not necessary to write a novel about it, but a few sentences can be good for your PPC expert to know where they’ll be working at, and the niche that they’ll be specializing in.
About your company’s informal information
This section is not about your company’s job or niche, but actually, it’s a little deeper, and it makes a difference when it comes to the type of people that will be interested in working there. Here you should include some information about your company’s general style and way of working. Do you have flexible schedules or do you prefer to be more strict? Are you result-oriented or people-oriented? Are you a start-up trying to figure stuff out? Include all of these in the job offer so you know the PPCs that apply will actually make a good personality fit for your company, besides fulfilling the job requirements.
Another interesting subject to talk about in this section is what makes your company different from the others. Do you offer any benefits? Name them! Would you like your PPC to take classes that the company will provide? Tell them! Basically, anything that you feel will make a difference from the eyes of your potential employees will do.
Step outside of the box!
In addition to every other aspect, what really makes the difference is that you come up with a job offer that, besides including all this information, has something else that makes it different from the other thousand job offers that people see while searching for a job (is there such a thing as job offer fatigue?), and makes them actually think about and get interested in your company. Either the format, adding another exclusive section, anything that represents your company’s values and sets you apart from other companies looking for a PPC will do.
So, the bottom line here is rather simple, there is no certain science about job-offer-building, and it really depends on what your company wants and expects from your PPC, and what you want to accomplish. So, if you are thinking of creating and launching a job offer any time soon, you should totally consider the aspects named here: It’ll save you a lot of time, and your PPC candidates won’t be able to resist!
