With predictions that the UK will be the first economy to spend more money on the Internet than on TV advertising, writing effective copy for your IT job positions is something that will separate you from your competition.
With over 60,000 IT jobs advertised daily, online job advertising has now become the main technique for recruiting new employees. Nearly every candidate looking for IT positions looks on the Internet first, so getting it right has never been more important. To ensure you get a return on your investment, there are four main areas of concentration: understanding how sites offering IT jobs work, understanding your audience, effective copywriting for IT positions, and effectively monitoring/tracking your IT jobs positions.
1. Understanding how IT jobs boards work: Its fair to say that technically most sites offering IT jobs function in the same way. A candidate inserts their search criteria into a search box and retrieves a list of results ordered by keyword relevance. This doest necessarily mean that an advert with the most instances of a keyword will come top. The calculation is likely to be based on keyword density; the number of times a keyword appears in comparison to the length of the advert. This is why you will often see recruitment consultancies writing particularly short but keyword-heavy adverts.
2. Understanding your IT audience there are certain trends that all job seekers display regardless of the sector they are interested in but the online IT job market is practically fully developed now. It is important to understand their needs and to attempt to think like a job seeker sifting through masses of IT positions when composing your IT adverts.
3. Effective copywriting for IT positions getting the right balance of information when writing the adverts for your IT job positions is a key element to consider when writing an advert. Too little information will not give the candidate the confidence to apply for the role whereas too much information will swamp the candidate or potentially intimidate them.
Splitting your advert into 4 distinct sections provides a brilliant structure for any advert:
Company description: candidates want to know to whom they are sending their CV. This is also your opportunity to sell your company as a great place to work. Job description: The three most important facts to include are overall responsibilities, day-to-day activities, and working environment – this should include the size and experience level of the team.
Skills & experience required: ideally this should be in bullet points or in a list detailing the key functions and skills that are essential for the role.
Benefits offered: you want the best candidates so use this to sell to them. Remember, always think back to what would interest you in you were looking for IT jobs.
4. Effectively monitoring/tracking your IT job positions main advantages that online recruitment has given to employers are; speed and measurability. You are now able to get your IT jobs published and receive responses quicker than any other media and edit and change the content of your IT adverts if they are not generating enough or the right response.
Return on investment (ROI) measures the overall effectiveness of an investment, such as an online advertising campaign. It directly ties into how much of the investment was returned, compared to the original cost.
How to get your return on investment from online advertising
By 2021, an estimated 2.1 billion global customers will have internet access. Fortunately, you can take certain steps to ensure you reap the highest ROI as you try to reach them. Keep these tips in mind.
Narrow down your audience
If you don’t narrow down your audience into unique segments, the content you create will be too general for anyone to find interesting. Instead, focus on small segments and create content consumers will love. You want high-quality traffic and leads, not just traffic alone.
Focus on value
What value does your online advertising provide? Don’t worry: You have several options for offering value to your audience—just make sure every post has some kind of trigger.
Pull at heartstrings
Inform them about issues
Make them laugh
Educate them about what you know
Help them save money
Show them how to improve themselves
Focus on email marketing
Email marketing gives you a one-on-one way to communicate with your subscribers. With email, you don’t have to fight with algorithms or search engine rankings.
Plus, you can divide your subscriber list into unique segments based on demographics and interests to provide the most relevant content possible. That’s why email marketing provides some of the best ROI of all digital marketing channels.
With customer journeys, you can focus on building loyal relationships with your leads and customers.
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