Job profiles in the marketing industry have become incredibly diverse in the last few years.
No longer do companies only want to hire Social Media Executives or Marketing Assistants, they want Email Gurus, Facebook Ninjas and even Creative Wizards! Within this incredibly competitive arena for employers, your job profile really has to magnetise ambitious professionals.
Luckily, we have some hints and tips for you to market your marketing job through a killer job profile.
(And no, we will not be forcing you to make the job title SEO Superstar.)
Start with a Hook
As potential candidates sift through hundreds of job descriptions, their attention will wane after the first few words. This is where you need to have a hook that has them sitting up and taking notice.
Think about what makes your job role or company different. This could be the culture, location or even the individual you’re looking for.
Consider which of these opening paragraphs would grab your attention more:
- The Marketing Assistant will report to the Marketing Manager and will be responsible for ad hoc duties, campaign management and PR communications. The role is based in Newcastle and the ideal candidate will have experience in the retail sector.
- We’re looking for an enthusiastic Marketing Assistant to work within a fast-paced retail company. Apply if you have experience managing campaigns, hyping up a brand and want to work at our prime location in Newcastle (voted the best place to work in the UK!)
This is just an example - you don’t have to force this kind of friendly language, especially if it doesn’t fit in with your company culture. In more traditional industries, simply think about what would hook your target audience and order the information as such.
If you’re part of a large company with room for progression, you’re an industry leader or the role is flexible – make this a key feature of the description.
With more formal language this could look something like this:
- We are seeking a talented Marketing Assistant with proven experience in PR communications and campaign management. We offer flexible working, a generous bonus scheme and achievable routes for progression.
Make sure you shout about the best benefits that you offer as soon as possible within the description!
Give the Candidate Key Information
In this busy job market, candidates want to know more about the job than just the bare bones. They want to understand what a day in the life looks like, what the culture is like and the perks that you’re offering.
Be open and honest about what the job is like, and don’t be tempted to add too much excitement if the role doesn’t really deliver it. Not every industry, job or company is amazingly interesting, but if you present the facts accurately it will attract people who are actually suited to the role.
Think about the key responsibilities of the job; if you’re not the hiring manager, be sure to collaborate with the relevant line manager on this. They’ll be able to give you the information you need to create that amazing job description.
Splitting the text into day-to-day responsibilities and big picture tasks makes it much easier to digest. This also allows the candidates to understand how their work will fit into the overall company mission.
Advertise Your Salary Range
Milkround, a leading job board for graduates, found that 43% of jobseekers would be less likely to apply for a vacancy with a salary listed as ‘competitive’. While you may see this often while perusing job profiles, it’s not the best way to bring top talent into the business.
A salary range gives you flexibility, while also guiding the candidate as to what they can expect. This will also save you time sifting through CVs and interviewing candidates that have a higher salary expectation than what you’re able to offer.
Keep it Snappy and Emotive
No candidate wants to read through a long, boring job profile. Our attention spans are notoriously low these days, thanks to smartphones and increased demands on our time, so make sure you stick to the most relevant information.
How much detail you need to give will depend on the job and company. For example. if you’re recruiting for a smaller firm, then you may need to give the candidate more information on who you are and what you do than if you’re a well-known company.
Make your profile easy to scan by breaking up blocks of text with clear headings and bullet points.
Show passion and speak directly to the applicant for the best chance of engaging them. The language that you use in the job description will tell the candidate what they can expect from the workplace, so be warm, engaging and respectful.
Consider Your Ideal Applicant
Understanding who your ideal applicant would be will give you a head start when it comes to tailoring your job profile. For the majority of marketing roles, employers want to attract creative, innovative and savvy applicants.
Think about the language, tone and descriptions that would appeal to these marketers. Then you can use it to show them that this is a role they should be applying for. Shared values are important to job seekers, and a feeling of synergy with a company could be the deciding factor that pushes them to apply.
This will naturally change over time, so don’t be tempted to simply dust off a previous job description next time there is an opening to fill.
Check Out Your Company Reputation
While you may tell applicants what you want them to think about the company, the truth is that they will look for corroboration of this elsewhere. Applicants will head to social media platforms, review sites like Glassdoor and news sites to understand how the company conducts itself.
If you don’t follow the same fact-finding mission, then you won’t know what these applicants are seeing. A disgruntled employee, negative review or news story may be the first thing that crops up, despite your efforts to make the role seem attractive.
Research from Glassdoor advises that:
“…employers should be aware of the information these workers are receiving from reviews, as online information has the potential to affect workers’ willingness to accept jobs and the compensation they demand.”
Luckily, there are things that you can do to remedy this situation. Managing the reputation of the company can be challenging, but the first step is to investigate any areas for concern. Googling the company name and checking the results will show you what your applicants are seeing.
While you can’t delete reviews from employees, you can reply to offer an olive branch – depending on the situation, a well-written and compassionate response can go a long way to projecting a positive company image.
You can also encourage more positive reviews by targeting the source of the reviewers’ discontent. Poor management? Inflexible hours? Take your concerns to senior management and make a plan to solve any problems you find, benefitting current staff and new starts alike.
Good luck in your talent search!