So it’s a new year, and you’re looking to hire new talent. You start off by posting a job online, but you’re not finding many candidates, at least not the great ones your company needs. How come? You may not realize this, but the job titles on your postings might be the reason.
Professionals care about the job title a company will provide them with (as well as one they’ll be proud to boast on their resumes in the new year). If you spend enough time looking at other job descriptions and titles, you’ll begin to notice a trend. There’s an increase in outside of the norm job titles. Riding this trend could help you recruit better candidates.
So what should you do heading into the new year? Spend more time crafting your job titles.
Here’s why job titles are so important in the hiring process.
They Help You Target the Type of Person You’re Looking to Recruit
Millennials are looking for different types of job titles than seasoned professionals, so depending on who you want to attract, you may need to tweak your titles accordingly. Those who have been around the block in their careers may be searching for more traditional job titles, while the fresh-out-of-college set may like funkier titles like “Brand Evangelist.”
Your Job Title is Your Welcome Mat
The first thing a potential candidate sees on a job board is your job title. Consider it your click-bait: if the title is boring or uninspiring, some job seekers won’t click to see what qualities you’re looking for. On the other hand, if you spend time coming up with a concise job title, you’ll attract more candidates to choose from.
Being Specific Narrows Your Applicant Pool
On the other hand, you may not want tons of applicants but prefer to have only highly-qualified folks with a very specific skillset submit their resumes to you. Be sure to use precise terms like “Senior” or industry knowledge keywords you want in the job title to winnow down those that will apply.
But Being Overly Zany Might Put You in the Corner
Yes, companies like Google are replacing older keywords like “Human Resources” with “People Specialists,” but that might not be the best strategy for your company. The problem with getting too off-the-wall is that people won’t be searching for your one-of-a-kind job title. Even if internally, you call your programmers “Awesomeness Creators,” you can still use more traditional job titles in your search to ensure that people find your posting.
Your Job Titles Speak Volumes About Your Company Culture
Just like you will be assessing job candidates, those same professionals will be assessing your company. If your job titles are more creative, you might give off a startup culture vibe, which is appealing to many. Or, your more traditional titles might lure experienced professionals looking for stability and familiarity. Consider the ethos you want to portray with your company as you craft your titles.
Creating Better Job Titles
Just because you’ve had a Marketing Manager for years doesn’t mean the next person that fills that role needs to have the same title. Before you post your next open position on job boards, review what that role currently consists of. It likely has evolved over the past several years, and the job title should reflect that. Maybe now that role looks more like a Content Marketing Guru or a Social Media Manager. The more specific you get with the title, the more appealing it will be to the right candidates.
See what your competitors are calling similar roles and determine if you want to mimic those titles or branch off from them. You want candidates to be able to find your job listing, so you might not want to get too creative.
And skip the acronyms or abbreviated words, as well as internal reference IDs (Marketing Mgr Ex75-4). These only make it harder for job seekers to search for your position.
Above all, keep your job titles short and searchable. Leave the details for the job description itself. Consider what a candidate might search for to find your position on a job board. Search there yourself to see how good a fit your role is in search results. And if over time, you don’t get the caliber of candidates you’re seeking, you can always update that job title; it’s not set in stone.
When you post an open position, you are, in a sense, marketing it to potential buyers — or applicants. If you want qualified leads — applications — you’ve got to put the effort into developing the most relevant and appealing job title possible.