How to write a job description that converts

Introduction 

In today's fast-paced world, candidates spend less than 49 seconds reading a job description. Only a small percentage of these candidates will actually apply and convert to applicants. It is critical to craft a compelling job description that grabs the candidate's attention and entices top talent to apply. At SquarePeg, we've achieved conversion rates of up to 60% on job descriptions, thanks to our market intel on what candidates are looking for. Here are our top strategies for creating an effective job description that converts. 

Strategies for crafting a compelling, high-converting job description

1. A/B test job titles for maximum impact 

A/B testing job titles is essential. Instead of using internal titles that might be less common, opt for the most common and up-to-date titles in the industry. For example, "Full Stack Developer" or "Growth Marketer" are more likely to attract top candidates compared to internal titles. We've seen click-through rates double from email and LinkedIn campaigns simply by tweaking job titles. Utilize A/B testing tools, like the ones we have at SquarePeg, to drive more qualified talent to your job description.

Example

We tested a couple of different titles for a role. The original was "social media lead" and it was converting at 6%. Even though we drove nearly 450 qualified applicants to the landing page, there was not enough of a pipeline. After changing the job title to "social media specialist" we saw email conversion rates more than double to over 12%. Application rates also skyrocketed to 55%. More than half of the candidates who saw that description thought it would be worth entering the process. 

2. Craft a captivating opening paragraph 

Research shows that many people bounce off a job description after reading just three sentences. That's why your first paragraph needs to have a powerful impact. Start with a sentence about your company's mission and why it's an exciting place to work. This sets the tone and instantly captures the candidate's attention.

3. Showcase the opportunity's potential 

The next sentence should focus on the opportunity itself. Remember, your ideal candidate may already have a great job or be working for a competitor. You need to convince them why they should consider leaving their current position to join your company. Highlight ways your company can enhance their career including learning opportunities, managing diverse projects, leading a team, fast career advancement, autonomy, or any other exciting benefits your company has to offer. 

4. Spell out the must-haves

Be clear about which qualifications are must-haves, and which are nice-to-haves. Research shows that many women won't apply for jobs if they don't meet all of the qualifications. By clearly stating what is essential versus what is preferred, you can encourage more qualified candidates to apply.

5. Break down the day-to-day in a different way

When listing responsibilities, don't just bore candidates with mundane day-to-day tasks. Instead, showcase the exciting opportunities that come with the role and emphasize how it contributes to the company's mission. Let them envision the impact it can have on their career growth and watch as their excitement grows. 

6. Reflect on your company's tone

Remember to tailor the tone of your job description to reflect the nature of your company. For startups, a casual, fun, and exciting tone tends to resonate with candidates.

7. Measure your conversion rates

It's essential to gather data on your job description's performance. Keep track of metrics such as impressions, views, time on page, and conversion rates. If you attract a significant number of ideal candidates but only a few apply, while unqualified applicants flood in, it's a sign that your job description needs revision.

Want to take your recruiting to the next level?

Discover the power of tools like SquarePeg that offer invaluable insights into these key metrics, helping you skyrocket your job's conversion rate, optimize your job descriptions, and attract top-tier talent.  Schedule a demo today to see SquarePeg's market intel in action. 

Conclusion 

Creating a job description that not only captures the attention of your ideal candidates but also converts them into applicants is a task that requires careful consideration and ongoing optimization. By implementing these effective strategies and utilizing data-driven insights, you can significantly enhance your organization's ability to attract top talent.