A/B testing might be something you’ve heard of in a marketing or design context before, but have you ever considered applying the method to your online job posts to get more applications or to improve the quality of the applications you receive?
Many recruiters and small business owners feel frustrated when their job posts don’t perform as well as they had expected, but are often left scratching their heads about how to improve the number and type of applicants they receive. At LocalWork.com, we’ve seen firsthand how effective A/B testing can be for companies seeking talent, and have some advice for anyone looking to improve their posts without spending a lot of money in the process.
What is A/B Testing?
A/B testing is a simple, cost-effective optimization strategy where two versions of the same element are tested simultaneously in order to see which performs better, according to a metric that defines success.
For example, an ice cream company might A/B test two designs for a pint of mint chip ice cream to see which one sells better: A) a design that emphasizes the mintiness or B) one that emphasizes the chocolatey chip-ness. In this case, the A/B variable would be the packaging, the ice cream would be the unchanged element tested, and sales would be the performance metric. After conducting the test, the shop would move forward with the design that sold the most ice cream.
Using an A/B testing method for job posts can help you optimize your ad to attract the most number of qualified candidates.
What Should You A/B Test in a Job Post?
Here are some variables that you can consider testing in a job post to attract and convert the most candidates into applicants AND draw the proper type of quality of applicants.
Creating Your First A/B Job Post Test
Once you’ve decided what to test, the next step is to build two or more versions of your job post to run simultaneously. If this were a science experiment and you wanted to determine precisely which element (job title, feature photo, amount of text on the page) produced better results in version A than B, you would only test one variation at a time. For example, you would run two identical posts that had one difference only, let’s say the feature photo.
Since this is HR and not chemistry (a wonderful fact, in our opinion!), we can enjoy the freedom of testing as many variations as we want at any given time. All we care about is finding the best way to present our job online as quickly as possible. With this in mind, consider running multiple versions of your post at once, like an A/B/C/D/E/F/etc… test. The more variations you run, the more opportunities you have to learn what works.
NOTE: Since it’s imperative that you run these variations side-by-side, or simultaneously, be sure you have access to a job board service and account type that offers an UNLIMITED number of posts at one time. If you’re currently constrained by the number of jobs you can post simultaneously, check our our Unlimited Package, or inquire with your current provider.
Dos & Don’ts
Ready to Get Started?
Upgrade to an Unlimited Package now. You’ll have the benefit of A/B testing an unlimited amount of job posts simultaneously for just twice the price of running only three ads at a time. By saving time, you’re saving money.