A presentation on how to write job advertisements that deliver results. Focus on the WHY, connect with candidates, and use multimedia to 10x your recruitment advertising results.

1. Connect great talent with jobs they love.

2. Job descriptions 4.0 – the new frontier.

3. twitter.com/jamesclift
jclift@karmahire.com
• Founder of KarmaHire
• Entrepreneur
• Recruiting BG
ABOUT MOI

6. $9B

8. RECRUITING 2.0

9. RECRUITING 2.0
• Social Referrals
• Job Search Engines
• SEO, SEM
• Email + referral marketing
• Cross-platform
• Metrics Driven

11. Why it matters?

12. 4% Conversion Rate
INDUSTRYAVERAGE

13. CANDIDATE COMPOSITION

14. CANDIDATE COMPOSITION

15. PROBLEM w/ Job Posts
• Current job postings drive away top talent
• Conversion rates at < 4%!

16. Job postings are broken.

17. RECRUITING 2.0
If we knew how badly our employer branding (the kind that
prospective job applicants see) was hurting us in the talent
acquisition arena, we might spend more time and energy
writing genuine, human job ads in plain English and
rethinking the whole red-tape-laden hiring process.
Until we do that, we can keep kvetching about how hard it is
to find talent, but we can only delude ourselves for so long.
Eventually, we're going to have to look in the mirror and see
that we've created the talent shortages we complain
about, by driving the best candidates — the ones with the
most options in the talent marketplace, that is — away with a
stick.

18. WHAT’S WORKING
• Focus on attracting right fit
• Showcase experience, culture and vibe.
• Employer branding a priority

19. KEY ELEMENTS
• Copy that doesn’t suck
• Images, video, multi-media
• Storytelling
• Sharing

23. COPY THAT DOESN’T SUCK
• Start with “why”
• Put yourself in the high heels of who you want to
attract
• What do people look for in a job?

24. COPY THAT DOESN’T SUCK
• What do people look for in a job?

25. • What do people look for in a job?
• Great people to work with
• Hard problems to solve
• Start with WHY
COPY THAT DOESN’T SUCK

26. Some good ones.
Reliability engineers make Stripe work. Whether it’s
deploying and maintaining server clusters, building
tools to automate a deployment pipeline, or designing
and implementing a new piece of our request
pipeline, reliability engineers make sure that Stripe is as
fast and reliable as possible.
This is a perfect position for someone who knows how
to work fast and smart. You know where the rabbit
holes are and you’re good about avoiding them early
on. You know which details make all the difference, and
which ones don’t make any difference. You know the
difference between spending time wisely and wasting
time.
You’re so bright, people mistake you for the greek god
Apollo. You’re so multitasking, you’re reading this while
juggling. You’re so self-motivated, your application is
half-submitted and you haven’t even gotten to the
requirements yet! You love detail, you crush
deadlines, you organize like a Trapper Keeper and
switch gears like Steve McQueen at Le Mans. Discrete
like Bond, professional like Jobs, and the kind of humor
that means you understand why a job description
should be fun to read.

29. The new frontier

30. Content is key
• Tell your story
• Share images, video and blog posts
• Give an inside look into your company
• Sell candidates on the opportunity

31. Key Metrics
• Traffic/ Conversion rates
• Social shares
• Interviews
• Hires…

32. Traffic?

35. Results
• 3X Increased conversions
• Decreased advertising cost
• Increase referrals 100%
• Higher caliber applicants
• Intangibles (Brand awareness)

36. The Future
• Content rules, brand conquers all
• Mobile, cross-platform experience
• Personalization
• Big data. Catering ads to people.
• Social “targeting”
• Human

38. KarmaHire.com
@karmahire
@jamesclift