Is Your Job A Value Proposition? If Not It Should Be!
As a passive recruiting solution company, we are always learning changing, adapting, and understanding the passive candidate and what they don’t apply to. One thing that we have realized is that passive candidates may have an interest in your job, however, if it’s not compelling enough they won’t apply to it. Let me paint a scenario for you.
One of our clients is looking for a .NET developer in Boston. We create the ad, extract the keywords, and start advertising in the search engines. To date, the client has received over 100 clicks, with only one person applying. One of the reasons we suspect they didn’t apply was the fact that maybe the job description didn’t really excite them. The job description lists all the skills, what, who, where, and when, but one of the major things the job lacks is the value proposition. The value proposition is why someone would apply to the job. People look and leave jobs for various reasons, however, these reasons aren’t available to you and you will never have the opportunity to ask them these questions. So you have one shot and one shot only to capture this person. The value proposition should be chock full of why you and your co-workers work for the company. Maybe you work for the company because the building is right beside the train station, Maybe it’s because they offer day care, or maybe you just like the coffee that the company provides. Whatever it may be capture it and say it to that candidate. Everyone, and I mean everyone just puts in great benefits, high pay etc. Let’s break down the benefits. List benefits out if they are great. If your company matches 401k and if you offer gym membership, anything that will make you unique and make your company stand out. If you don’t understand these things, maybe take a survey from your current employees to understand this. As the war for talent heats up, you need to grow, change, and evolve with it, if you don’t, you’re dead.
One other thing, the only reason people may not be applying to the job may not just be because of the job posting. You have to remember that the passive candidate is a different animal, and needs to be treated as so. Another thing we will be doing to hunt, track, and capture this animal is job saving, and some other little tricks. In conclusion, starting creating Value Propositions instead of Job Postings and watch the candidates start flowing in.