"Viral" Job Postings?

Some companies liked the Germany-USA Career Center’s specialized, narrowly focused approach to online recruiting so much, they have asked us where they can find a “packaged” solution that allows them to run their own niche market-optimized recruitment platform, as an integrated part of their corporate website. (Stay tuned for more on this later.)

One main request, of course: tight social media integration. And as with many other things in online recruiting, it’s the little things that can make or break a success story. Simply put, it can just make the difference between

  • another hard-to-find  “New Vacancy” web page on a corporate website, OR
  • a job posting that attracts more (pre-) qualified traffic than a dozen job postings on non-specialized job boards.

What are the choices? In a time of severely restricted budgets, a growing number of companies and organizations has figured out that they can attract high-quality traffic directly to their own websites, instead of relying on 3rd-party job boards which are often not well equipped to cater to a specific industry. Those companies cut down on their “shotgun approach” job board expenses, and instead invest in their company website’s career section.

The Do-it-Yourself Approach to Online Recruiting

Savings, and ROI, have been stunning – IF they got the details right. After all, Google rewards “relevant” content in its search results. And who would be better prepared to serve up such “relevant” content in an industry vertical, or niche market, than a company who is part of that same field?

Such employers are very specific in what they are looking for in a candidate. Even better, they quite often also have a very good idea what their “targets” – the kind of job seekers they are interested in – are looking for online, when conducting a job search.

One of the most efficient way to reach out to such candidates is via social networks like Twitter or Facebook. Here’s a prime example where attention to detail really pays off:

Streaming out new vacancies or job postings on the company’s or publisher’s Twitter feed is already common practice for some companies and job boards. But let’s take a look at those tweets: in too many cases, what’s actually tweeted out is not really helpful – not for the targeted audience, not with Google, not to effectively communicate the job opening, not for measuring the “viral effect” and actual responses.

The reason: someone forgot to put in the URL Shortener.

URL shorteners are software that prevents a tweet’s publisher from wasting precious job “advertising space”, by shortening the web link a particular tweet points to, in this case: the link to a job posting page.

Someone forgot to put in the URL Shortener

On Twitter, a message is restricted to 140 characters.  If the link to the job posting…

  • is cut off in the actual tweet,
  • uses up most of the message space,
  • doesn’t leave space for hash tags (Twitter specific “social search” keywords, like “#jobs” or “#recruiting”,
  • doesn’t leave space for meaningful, specific information about the new career opportunity,
  • is too long to be “re-tweeted”,
  • doesn’t allow for the response rate to be measured…

… then, the result will be the same as if putting up an empty or ruined billboard next to a very busy highway:

Not even worth pondering.