Job advertisements published by Operaria are one of the most read ones at Duunitori.fi. Duunitori is one of the most popular Finnish forums for the employees and employers to connect. This acknowledgement is from “The most interesting employers” -listing by Duunitori in September 2022. Duunitori ranked the employers after following them for 12 months online. After that they analyzed how candidates behaved while scouting job advertisements. Thanks to these job ads, Operaria was nominated as one of the top 25 most interesting private sector employers, as the only HR company. It was also noticed that on the job site Jobly, the ads were read 30 seconds longer than average.
The Customers of Operaria appear as interesting employers
The fact that a small company, and unknown to many, Operaria Headhunting & Recruiting (Operaria for short), has reached the top of Duunitori’s most interesting private sector employers -list. The list included big companies such as Supercell, Marimekko and Fiskars. Reaching such a nomination among strong brands speaks on behalf of not only Operaria, but its customers. As our CEO Markus Fabricius described in the HLP interview, the results imply that our customer companies have had open positions that appeal to the candidates. In comparisons like this, the fact that Operaria as a headhunting and recruitment company publishes annually plenty of job advertisements adds to the competitive edge of smaller companies.
Even though during the publishing time of this article Operaria itself has on-going recruitment, the job advertisements published by Operaria result in commissions nearly every time. The name of Duunitori’s listing is a little bit misleading in Operaria’s case. Operaria itself isn’t defined as an employer based on the job ads it creates. Instead, those small and midsized companies whose recruitment processes Operaria takes care of appear as interesting employers. This is due to their own brand and reputation but also because of the marketing tactics used by Operaria.
30 seconds of more attention for the job ads
The defining factor of “The Most Interesting Employers” listing by Duunitori was how much time was spent reading the job ads. People who were looking for a job spent more time on Operaria’s ads both in Duunitori and Jobly (prior known as Monster). The report given by Jobly states that between April 1st and September 7th 2022 the job ads by Operaria were read 1 minute and 25 seconds on average. The overall average reading time on the site was only 55 seconds. These results from the six-month period proves, that the content of the job ad works in relation to the candidate.
The effort put into the writing of the job ad pays itself back as the engagement of the target group. Even though recycling the old content would save time, it’s good to take into the consideration that there are trends affecting the market and the candidate pool. The ad is always read by actual human beings. They must be impressed by the content of what they are reading.
Optimizing job advertisement findability and readability
We at Operaria do a lot of background work for our clients’ job ads. The comparison data from Duunitori and Jobly shows that we have succeeded in bringing out the information that is most interesting to the candidates. Many small or midsized companies do not have their own HR or branding team to lean on when questions arise regarding recruitment and marketing. Operaria has all the resources needed for the successful marketing of any commission.
The fact that job ads created by us rank at the top, is always on purpose. The job ads findability and readability are always optimized for the target group and search engines. Operaria takes an especially close look on text content, visuals and technical aspects. They include things like headings, alt-texts, meta descriptions and key words. Duunitori’s leading strategy and brand image consultant Lauri Vaisto describes the “Most Interesting Employers” to Anna Mäkelä in Duunitori’s blog:
“I don’t believe that any employer ends up on this list by accident, it’s always with goal-directed and long-term work. Knowing and reaching your target group is especially helpful.” (published on September 8th 2022)
Reaching and appealing to the right kind of candidates is the main goal of Operaria’s recruitment marketing. Before creating the job ad, we have deep-level conversations about the position in question. We want to know what kind of background and persona it takes to succeed in the job. In addition to this we map out the work environment, organization culture and the experiences of the current employees.
The employees move in the job market fast. Even if the recruitment process would be almost on the finish line, it can go back to square one in just one night. It’s more a rule than an exception, that the candidate has at least two competing offers. The whole picture and its appeal is what wins.
Well argued claims and promises add to the appeal of a job ad
We challenge the client to be as specific as possible. What are the “good perks” mentioned in the ad? Could “competitive salary” be openly expressed? When you say you “invest in the well-being of your employees”, what kind of actual practices are we talking about? We want to genuinely understand, why the current employees have wanted to stay. Those reasons are most likely the same ones that appeal to the candidates. They just must be discovered and expressed. With our background work we can build genuinely informative job ads that answer to the questions the candidates have. “Why should I work for You?”
Supporting the brand image as a whole is part of Operaria’s recruitment services, both when we work with the candidates and when we create the job ads and campaigns for headhunting. Communication that impresses the candidates always requires careful background work. We must deeply understand the current state of the company and the employee experiences it creates, as well as creating content where every claim strengthens the core message. A job ad that answers more questions than it raises them is beneficial to all parties involved in recruitment process.
Aliisa Tiittanen is a HR consultant and content creator at Operaria. She studies strategic human resources management at the University of Gothenburg. Her favorite phenomena in the field are well-being at work (also remote), leading innovation and diversity and measuring and tracking learning.
