When it comes down to it, recruiting is a lot like marketing. So if marketers are constantly A/B testing their landing pages or calls-to-action, shouldn't recruiters and job advertisers be doing the same for their job listings?
If you're still hung up on what exactly A/B testing is, Optimizely describes it as
|a method of comparing two versions of a web page or app against each other to determine which one performs better. A/B testing uses data & statistics to validate new design changes and improve your conversion rates. A/B testing lets you ask focused questions about those changes and then collects data about the impact of those changes.
Benefits of A/B Testing Job Listings
A/B testing your aviation job listings is great for a number of reasons. At your company, who usually writes the job listings for your open positions? Is it the Recruiter or the Hiring Manager? With A/B testing, you can have each person write their own version of the job listing and see which performs better. After testing multiple versions, your team will have a better understanding of what parts of your job listings resonate with aviation professionals (and which parts turn them off).
What Specifically to A/B Test
Your options here are endless. But we'll give you a few to get started.
- The title of the open job (ex: Senior Aviation Professional vs. Experienced Aviation Professional)
- Where to list the job requirements in the body of the post (ex: at the beginning or at the end)
- Including certain qualifications (ex: five requirements vs. 15?)
- Requirements or Preferred Skills
- Writing about the company culture
- Requiring a cover letter upon application
- Sending a resume by email or using your ATS
How to A/B Test Your Job Listings
Avjobs allows you to A/B test your jobs within our platform. So poke around (or call up our support crew and see how we can help) and do some tests to get a hang of it.
If you're posting open jobs to your own website, you can A/B testing things like the page's layout, the font size or color, using different photos or images on the page, method of application and much more. Do applicants drop off after they see that a cover letter is required? Do visitors apply for the job more often when the "Apply" button is green or blue?
Measuring Your Results
To effectively measure results and compare your efforts, it's important to always have a control and a variation. You'll likely want to track things like the number of views, click rates, and number of applicants. You can also follow the applicants throughout the entire hiring process and see what ended up happing to applicants from each test group.
Other Things to A/B Test
Once you get a taste of A/B testing, it's likely you'll become addicted. In addition to testing out variations of job listings, you can also test things like subject lines in your recruiting emails, images you feature on your company culture website, or the number of fields you require applicants to fill out when they apply for the job.
How to optimize your job postings.
It was discovered that the average aviation job seeker looks at a job posting for 3 seconds. So you better MAKE that posting count. The goal is to draw the right job seeker in and hold their attention long enough to get the feel for your company, be attracted to the job, determine they have the skills and qualifications, and then APPLY.
How do you do that?
First, your job posting has to be found. Utilizing the same keywords in the title of the posting as the job seekers are using to find a job when they do their search is the essence of getting your job posting ranked in the first 2 pages of search results. Avjobs.com, the largest aviation jobs company, and the number one site aviation job seekers are using online, says that if your job doesn’t show up on the first 3-4 1/2 pages of results, it probably won’t get seen.
Pick job titles that are the common denominator name for that position in the industry. If your organization is looking for a Northwest Territory Business Development Manager, call it a Sales Manager, or Territory Sales. If you need a Licensed A&P Mechanic then A&P Mechanic should be in the job title. Then add a specialty to help narrow down your audience, but keep it simple (i.e. add A&P Mechanic – Challenger). The key is to THINK LIKE THE JOB SEEKER.
Now that you’ve been found, you need to grab and hold their attention. 75% of job seekers read job postings based on their appearance. Keep the format clean, easy to follow, and use bullets. Long paragraphs and redundant descriptions are overwhelming on the eye and will cause the job seeker to move on.
Introduce the job seeker to your corporate culture; provide high points about why it’s great to work for your organization. Clearly they are job hunting and it’s usually because they are unhappy. Hit their pain points and give reasons why they would enjoy working at your organization.
The following is an example of the Attention Grabber for a job description.
- Recognized leader – Rated #1 in their industry.
- Advancement: Potential for a key leadership opportunity in the future.
- Drive: Progressive “issue-free” employee relations programs.
- Growth: Recently finished a mega expansion (1 Million+ Sq. Ft) with cutting edge production equipment.
- Stability: Located in Virginia Beach since the early 70’s, this organization has NEVER had a layoff! CHECK IT OUT – VIRGINIA BEACH AREA (with link to community page).
Next, provide concise, specific responsibilities. Avoid describing soft skills that:
- Everyone thinks they have, even when they don’t.
- You will only really be able to determine during the interview process.
- Are too wordy to make sense. Example, “have experience collaborating in a consolidated yet diverse team with multiple skill sets in a multinational environment with dynamic personalities”.
Same rule goes for listing the qualifications. Use bullets to clearly spell out what you need in direct, specific descriptions.
- Graduate of an Accredited Maintenance School. Both A + P Licenses preferred.
- Current License(s).
- FAA Certification Card.
- 3-5 years of experience in Airframe Control Bearings/Zinc Nickel Applications.
- Ability to work weekends and evenings.
Now that you have completed the content, the next step is to get it out. In our next blog we’ll explain best practices on job posting placement and frequency.
Avjobs.com is an online resource that brings together employers and employees in the aviation industry (Simply put, we tell you exactly who is hiring and where - right now!). Our Job Search System is for anyone looking for aviation related industry employment at any level. Please visit our Web Site for additional Aviation Employment Assistance and information. You will need to visit our website and log into the Applicant system, members.avjobs.com, to apply for positions. Please be aware that you will not be considered for any position until you have applied. Completing your online job application in our system will give you additional visibility and ensure your resume and interest remain active and visible to our recruiters.
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