Job candidates are keen to know details – but employers have options, say experts
The Australian Bureau of Statistics (ABS) reported 444,200 job vacancies in November 2022. That’s a lot of job advertisements.
And that means a lot of creative thinking has to go into a job posting to catch the eye of a potential candidate.
Whether it is a standout headline, catchy phrase or even a pointed question, employers are looking for a competitive edge to secure the ideal candidate.
“To put it simply, job advertisements are like dating profiles — they need to capture your attention, showcase your best features, and leave you wanting more,” Pam Foster, founder, Career Stylr, said. “Whether you're searching for love or work, you're looking for the perfect match.”
So, what exactly makes a job advertisement captivating? It all starts with clarity and conciseness, she said.
“Candidates want to know what they're applying for and what's expected of them, so don't bury the lead. Let them know how they will make a difference and what they will be expected to deliver and remove the rest of the fluff.
“But that doesn't mean you can't inject some personality into your job advertisement. After all, a little humour or creativity can go a long way in standing out from other organisations. Just make sure it's appropriate for the company culture and industry.”
Focus on the essentials, Foster said, such as the salary range, job description, qualifications, and company mission, “and save the nitty-gritty for the interview.”
8 in 10 won’t apply without salary info
But ultimately, there is one essential fact that the vast majority of candidates want to know: salary. A new report from ResumeLab revealed that 87% of participants believe that job postings should always include a salary range.
Furthermore, a full 80% of respondents say it’s likely that they wouldn’t apply for the job because of a lack of pay information. The statistic was higher (89%) for those with master’s degrees.
“If the position is paying a specific salary, then show this,” Graham Wynn, founder and director of Superior People, said. “If there is a range on offer for the role, then we would not recommend this be shown.”
For example, if you advertise a range of $70,000 to $90,000, then every person applying for the role will be seeking $90,000, he said.
“However, if there are benefits such as commission, bonuses, cars, phones and so forth, then you should aways state these.
“My personal opinion is that people should not be driven to a job purely based on salary. If the right person is found by the employer, then more often than not, an agreement on remuneration will be reached by both parties.”
Of course, big companies have more flexibility with budgets while SMEs don’t have a lot of room to manoeuvre, while candidates in a tight job market have more room to negotiate.
“’Most Australian businesses aren’t very transparent around wages or salaries. They don’t include the information in the job ads they post online and job seekers don’t typically find out the salary details until they are interviewing for the role,” said Indeed’s APAC Senior Economist, Callam Pickering.
Why employers leave out salary ranges
When employees were asked by ResumeLab why salary information wasn’t included, they said:
- The company doesn’t want competitors to know how much they are paying – 82%
- It limits the company’s negotiation options during the recruitment process – 82%
- Salary depends on many factors, not only on the given position itself – 81%
- The company doesn’t want current employees to discover they are underpaid – 79%
- The company is dishonest – 77%.
Of note: 77% of surveyed employees agreed that a lack of information about salary in job postings should be illegal and 80% said employers should always explain how pay is determined.
For the next year, there should be a lessening of intensity in the war on talent, according to Scott Stevens, HR specialist at 3D HR Legal in Perth.
What else needs to be in a job ad?
Employers should also consider why the job is being advertised, according to Wynn. He believes it provokes a candidate’s curiosity.
“Job seekers are impressed if the vacancy is due to growth, or internal promotions. So, sell it to the job seeker.”
In addition, it’s advisable to outline the working hours, and any benefits, along with being detailed on any standard duties and a reporting line, he said.
“For senior positions such as a general manager, CEO and similar like positions, the size of the company in manpower, as well as the turnover of the company, can be useful to attract the right people.”
