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Creating effective online help-wanted postings
By Jenny
C. McCune • Bankrate.com
Robert Epstein, CEO and president of CareerBank.com,
says that while many of the rules for writing ad copy are the same
for both print and Internet, there are some fundamental differences.
- Proof your posting. While it's important
to avoid typos in both mediums, it can make a big difference online.
Job seekers search online classifieds like they do databases.
If the job title is misspelled, they may not be able to find your
ad.
- Wording is key. For similar reasons, use
accurate keywords. That's because job candidates won't be reading
straight through an online job site as they would read a newspaper's
classifieds. Instead, they'll type in keywords such as "senior
manager" or "accounting" to find suitable jobs.
If you don't use keywords when you write your online job description,
a job seeker may not pull up your ad.
- Name numbers. It's also important to specify
a salary range. "Some people will do searches strictly for
a particular salary range," Epstein says.
- Be liberal with your wordage. Online job
postings generally allow more space, so use this to your company's
advantage. In addition to posting your job opening, give more
of a description about your company. "You don't pay for space
by the line or the word like you do with a newspaper ad,"
Epstein says. That said, don't bore your readers either. Use the
extra space constructively.
Jenny C. McCune is a contributing
editor based in Montana.
-- Posted: April 10, 2002
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