Why Job Seekers Aren’t Clicking Apply on Your Job Listings
23rd October 2023
You have approved the advert, confirmed that the vacancy is live and then searched for it on Indeed.
Nothing appears.
It is an understandably worrying moment. Has the advert been removed? Is there a technical problem? Are candidates able to find it?
In many cases, the answer is much less dramatic: your job may be live, but that does not mean it will appear prominently in every search.
Indeed is not a static directory where every vacancy is displayed to every user in the same order. It is a constantly changing recruitment marketplace that aims to place relevant opportunities in front of suitable jobseekers.
That distinction is important because a live job and a visible job are not necessarily the same thing.
Employers often assume that candidates see exactly the same Indeed search results they do.
However, the results presented to a jobseeker can be influenced by factors such as:
Two people searching for the same broad job title may therefore receive different results.
A warehouse operative in Birmingham, for example, may see a different selection of vacancies from someone searching with a wider radius, different keywords or a history of viewing logistics management roles.
Indeed’s own jobseeker guidance explains that results can adjust according to previous searches, preferences and activity on the platform.
Every job advert enters a local and occupational marketplace.
You are not only competing against businesses that sell similar products or services. You are competing against every employer trying to attract the same type of candidate in the same area.
The level of competition may depend on:
A campaign that delivers strong results for an administrator in one town may perform very differently for an administrator in another.
Likewise, a budget that works during a quieter recruitment period may struggle when several large employers begin hiring for similar positions.
Indeed offers free and Sponsored Job listings.
Free vacancies can appear in relevant searches, but they may move further down the results as newer jobs are added. Sponsored Jobs are promoted more frequently and can retain greater visibility while the sponsorship remains active.
Sponsoring a job does not, however, guarantee that it will appear at the top of every search.
Indeed recommends budgets using information such as the job title, location, expected hiring difficulty, market competition and availability of candidates. A lightly funded campaign in a highly competitive market may receive less exposure than employers expect.
This is why the lowest available or suggested starting budget should not automatically be treated as the amount required to generate a successful hire.
The right investment depends on the role and the market.
Increasing the budget may help a vacancy reach more jobseekers, but it cannot compensate for an unattractive or confusing opportunity.
The advert itself still needs to encourage candidates to click and apply.
Vacancies are generally better positioned to attract engagement when they include:
A job title such as “Customer Success Champion” may sound distinctive internally, but candidates are more likely to search for familiar terms such as “Customer Service Adviser” or “Account Manager”.
Similarly, an advert that lists excessive requirements, hides the salary or provides little information about the employer may receive impressions without converting them into applications.
Visibility creates the opportunity. The content of the vacancy still has to persuade the candidate.
Searching manually is a natural way to check an advert, but it is not a reliable campaign-performance test.
Your search may be affected by:
You are also unlikely to resemble the intended candidate from a search-behaviour perspective.
This means the fact that you cannot immediately see the job does not prove that appropriate candidates are not being shown it.
Rather than repeatedly searching for the vacancy, employers should review the data generated by the campaign.
Useful measurements include:
How often has the vacancy been displayed?
Low impressions could indicate limited visibility, narrow targeting, strong competition or insufficient campaign investment.
How many people opened the advert?
A job receiving impressions but few clicks may have an unclear title, an uncompetitive salary or a weak initial presentation.
Are interested candidates completing the process?
A large difference between apply starts and completed applications could suggest that the application is too long, complicated or demanding.
How efficiently is the campaign generating candidates?
This should be assessed alongside quality. A low-cost application is not valuable if none of the applicants meet the essential requirements.
Are the right people responding?
A campaign can generate a healthy number of applications while still requiring changes to the title, description, screening questions or targeting.
Did the campaign ultimately produce interviews and a successful appointment?
This is the result that matters most. Impressions and clicks are useful indicators, but they are not the final objective.
Indeed provides employers with reporting across measurements such as impressions, clicks, applications, spend and application rate.
Not every change in performance is caused by the advert.
Application levels may rise or fall because of:
Recruitment advertising should therefore be reviewed over a meaningful period rather than judged from a single quiet day.
When applications are lower than expected, start by reviewing the entire campaign rather than focusing only on whether the job appears in your personal search.
Consider:
Often, several small improvements will have a greater impact than changing one element in isolation.
Publishing a vacancy on Indeed does not automatically guarantee consistent visibility, a high volume of applications or a successful hire.
Strong recruitment campaigns combine:
So, when you cannot find your own job, do not assume it has disappeared.
Check that it is active, then examine the campaign data. The more important question is not:
“Can I see my job?”
It is:
“Is the job reaching and converting the candidates we need?”
At ecruit, we help employers advertise vacancies effectively, improve campaign performance and proactively approach suitable candidates — all for a fixed fee, without traditional recruitment commission.
Speak to our team to find out how ecruit can help you attract the right candidates and make your next hire.
23rd October 2023
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