You might have an exciting job opportunity, but failing to include invaluable information in the job description could impact application numbers. Making a few tweaks to your adverts could help you attract the talent you're looking for
Understanding what graduates look for in job adverts and how this content is best presented could lead to more effective recruitment campaigns and increase the number of applications for vacancies.
Data from the Prospects Early Careers survey captures the preferences of job-seeking graduates.
What information is valuable?
A candidate's decision to apply for a position is made based upon the detail supplied in the advertisement. Providing graduates with sufficient information will inform their decision on the suitability of a job for their personal skills, qualities and career aims.
When looking for a new job or company to work for, graduates and postgraduates find the following details most valuable:
- salary (70%)
- locations (59%)
- types of work (56%)
- training opportunities (56%)
- benefits and rewards (46%).
Milkround's Candidate Compass Report 2017 found that '29% of graduates felt job descriptions were too short to convey the role properly'.1 Make sure your job advert goes into sufficient detail about all of these key points - within reason, of course. This will ensure that graduates will understand your expectations and how they can progress - avoiding misconceptions about what the role entails and improving retention over the long term.
Often candidates are looking to develop new skills in the workplace - especially those who apply for graduate schemes - so highlighting any training opportunities will outline how they will be able to grow within your organisation.
Where are the gaps?
Salary and location were two factors that often arose when graduates were questioned about the information they struggle to find when job hunting. Aside from these, other absent points included:
- honest reviews by other employees about the company
- hours of work
- the recruitment process and how interviews are carried out
- waiting times for a response to an application.
Descriptions of employee experience allow prospective employees to judge the suitability of a company's culture, yet graduates felt these details were often lacking in advertisements.
According to a Bright Network report, a 'friendly and respectful' atmosphere and a 'creative and dynamic' environment were most important when considering people and working environments.2 Making sure this information is clearly visible and accessible will help prospective candidates understand if they are the right fit for your organisation.
Which format works best?
Understanding how graduates prefer to view this information could ensure your adverts grab their attention more effectively. The Early Careers Survey found that graduates consider the presentation of this material as text and written articles (81%) most valuable. A significant proportion also found audio and podcasts (67%) useful, as well as imagery and photography (42%).
Notes
- Milkround, Candidate Compass Report 2017.
- Bright Network, What do graduates want?, 2016.
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