It can be tough to predict what will become a viral job advertisement. If it were predictable, the world wide web would meltdown as viral content would surge beyond what internet service providers and hosts can handle. Indeed, making job advertisement go viral involves a mix of talent, intuition, timing, a bit of luck and lots of trial and error. Interestingly, most online job posting advertisers missed the plot. A research released by Millward Brown said only 15 of ads go viral.
Nonetheless, there are huge incentives awaiting those who can make job ads go viral. In fact, viral content creation is increasingly becoming favorite past time of many Internet-savvy people, not to mention people in the online staffing and recruitment industry. It’s becoming a competitive game in sourcing now to make a memorable brand image for employers using a viral job message to attract top-notched candidates.
Here are some proven tips to make a viral job posting.
Create an irresistible employer brand
Countless articles suggest that the key to making something go viral is publishing a material that can be shared by those people who are passionate about it, including content anyone would be proud to share with their office-mates or friends.
In the field of human resource, this means that the first step in making a free viral ad is crafting the right employer brand and culture. Recruiters should also focus on benefits, working conditions, career development, compensation, and work-life balance – in short, anything that employees look for in a company. It is a well-established fact that people are more likely to work for companies that have great employer brands. An example is the Internet empire Google. An employer super-brand, it reportedly receives 75,000 applications a week.
Therefore, come up with an employee brand that employees, applicants and the media would want to talk about. A great brand has to be the starting point of viral job advertising.
Job advertisement should evoke employer brand
Once a strong employer brand has been created, make sure that marketing is in line with it. Pay attention to job description, making sure that it highlights the positive company culture, excellent working conditions, chance for career development, and work-life balance. Research findings showed that these factors appeal the most to job seekers.
Post/share your free job ads on the right time and sites
A research from e-Quest revealed that out of 1 million job ads, those posted on Twitter had the highest search rate from mobile users on Sundays, Mondays and Tuesdays. Job postings on Monster, CareerBuilder and Indeed attracted the highest number of views on Tuesdays. Wednesdays and Thursdays on lunch hours. Job postings in healthcare sectors are most viewed on Wednesdays, retail ads on Saturdays and technology ads on Tuesdays and Fridays.
Know the influencers
It is also important to now the powerful influencers who might be interested in sharing ads and maybe have strong reasons to assist external recruiters. They may include local employers who are about to downsize their teams and are looking for ways to assist outgoing employees to find a new job. Other influencers are professional bodies, local agencies, industry magazines, alumni and universities. Before tweeting out a job ad, make sure you they are aimed at some influencers who have strong motive to re-tweet the ad.