Business information written specifically for newspaper advertising departments

Creating a Top Job Board

Tips to becoming the only job board your advertisers will ever need
It’s no secret that job boards are among the top resources available for both recruiters and job seekers.

It’s no secret that job boards are among the top resources available for both recruiters and job seekers. And while the overwhelming prevalence of sites that are available for recruitment purposes is great, the need for a local asset is invaluable to your community. Currently, national sites, and even some of your recruitment partners, are scooping up all the available revenue potential in your local area. If you’re contracted to a partner site, like Careerbuilder or Monster, you must abide by certain guidelines established between your advertising department and the national site; however, it’s unnecessary to allow them to take all of your revenue potential just because they’re available on your website. I’m not, by any means, suggesting you disregard your set guidelines, but review them carefully, and find a way to profit by supplementing the national recruiter with an exclusive local job board.

Again, it’s important to review your contract with your partner site, but supplementing it with a local-only resource for advertisers and job seekers could prove beneficial for your department’s bottom line — not to mention the loyalty you’ll be showing your community by providing a truly helpful job board.

Job boards can be tricky, though. It’s not a Field of Dreams, “if you build it, they will come” scenario, but rather a situation that will indeed take time and effort to create. Don’t let that scare you away, though. The payback will be far greater than the expenditures. To help you along, I’ve outlined three tips to get you on your way to becoming the top job board available for your local advertisers. 

1. Employ resources unavailable on national classified advertising sites, like exceptional customer service. Work with your advertisers to create a job post that will increase visibility and absorption for job seekers. Your national partners are great for national job posts, and may even be helpful for some local recruitment ads, but because the site is so large and covers such a vast area, the customer service can tend to lack. Your local newspaper can pick up the slack and provide service worth coming back for.

2. Make a strong first impression with every ad. According to a recent survey by a national classified job board, the average job seeker spends about three seconds scanning a job post, deciding if they should apply. And, 75 percent of job seekers said that the look and feel of a post was an influencing factor in their decision. Using graphics and bullet points increases absorption, allowing seekers to find the information they need.

3. Be specific when creating the post. Encourage your advertisers to use specific job titles, a “required skills” category, compensation and benefits. Avoid terms like “rock star” and “visionary,” as most job seekers aren’t loading that criteria into the keyword box. Also, having specific sections with the details of the job allows them to find essential information easily.