Qualified employees are fiercely contested today – a fact that most employers have become painfully aware of at the latest since the emergence of the pandemic. The change in the talent market from an employer market to an applicant market is due to various factors. But whichever way you look at it, this change is here to stay. More and more – especially, but not only – young job seekers prefer flexible working hours, home office and overall shorter working weeks, while also accepting pay cuts in favour of more free time. The shortage of skilled workers, which has been going on for months, naturally plays into the hands of these demands. A circumstance that poses great challenges to the business community today.

Employer Branding & Brand
Employer attractiveness as the new non-plus-ultra

Job boom and shortage of skilled workers, two factors that are interdependent and lead to the also relatively new and yet already buzzing word employer branding. For some time now, companies have been required to compete for the best employees, and this trend is likely to intensify. Therefore, not only attractive offers are needed, but also sharpened employer profiles that are quickly and positively associated on the part of job seekers. In terms of data-driven decision-making, Austrian companies (only about 20% use it) are clearly behind other countries in the DACH region (according to “EB Now 2022” / Universum).

Apart from these data-based analysis tools and more investment in the marketing of one’s own employer brand, there are also other things that can be done…

The optimisation of the job advertisement 

Although the simplest way of finding employees is almost obsolete, this classic tool is still an active and attractive lever when it comes to getting noticed by sought-after personnel. But what makes a good or even better a perfect job advertisement?

It should contain the most important information in a relatively short space and be prepared in such a way that it stands out and attracts applicants – not just any applicants, but exactly the right ones. It is important to know which contents, such as salary information, benefits or the employer profile, are important for a certain target group or in general. What kind of salary information is preferred, how detailed the job profile should be, which key elements should be included or to what extent the design should be oriented towards a certain target group.

Market research can intervene to answer these questions and provide valid and accurate support for HR and recruiting!

The way to the perfect job ad
Job promoter score using implicit methods

Implicit methods such as Choice-Based-Conjoint or Eye Tracking provide very valid insights into the direct advertising impact and the decision-making process and thus reveal results that cannot be achieved by explicit methods such as applicant surveys.

Choice-Based-Conjoint allows the definition of realistic features as a simulation model, which provide insights into which elements and contents in a job advertisement represent the greatest benefit for the applicant and thus the advertiser.

In combination with eye tracking, additional clarity can be gained about the optimal graphic presentation or the positioning of individual text elements. Attention killers that distract from the essentials or attention catchers that lead to increased perception can also be determined in a targeted manner.

The Job Promoter Score, which is the result of these two implicit analyses, ultimately provides you with information about the degree of success of a job advertisement.

Have we aroused your interest? Panorea Kaskani will be happy to answer your questions on the topic!

24/10/2022

Copyright: Interconnection, Publication free of charge for coverage regarding the study and InterConnection Consulting.