Don’t Underestimate the Power of Optimizing Job Postings
Don’t give up on traditional job posting sites like Indeed and myCNAjobs, even in times like now when the hiring world is off-balance. These sites are the bread and butter of the home care industry’s recruitment, and there are still applicants going to these sites even if there are fewer than usual in some areas.
The trick is getting them to stand out.
A job posting is the top of your recruitment funnel; thus, any change in the number of applicants who click on your posting headline is likely to be reflected in the rest of your funnel.
(20% more people clicking on your headlines will usually result in 20% more applicants, 20% more interviews, etc.)
However, most job seekers scan job descriptions for only a split second each and make a snap decision about whether to open it based on what they read.
If you can simply get more people to click on your job headlines, you can drastically increase (or decrease) the number of applicants you get in a single step.
Want proof? Ziprecruiter did some research on how alternate job titles for the same position affect clicks, and the results are tough to refute.
For administrative positions, for instance, they found that postings titled “Receptionist/Administrative Assistant” received an average of 122 applications per posting, while postings that said only “Administrative Assistant” or “Receptionist” received an average of 57 and 90 applications respectively.
Those might sound like high numbers of applications, but the principle holds. It’s likely that there are similar differences in the performance of different caregiving job titles; the right variant that sounds different, appeals to more people, or grabs more attention might get drastically more applicants.