When it comes to attracting quality candidates, the first step is ensuring your job postings are actually being seen. This might sound obvious, but it’s a step that many overlook or underestimate. Impressions—the number of times your job listing is viewed—are crucial. Without enough visibility, even the most compelling job posting won’t bring in the applicants you need.

Let’s break down what Impressions are and why they matter. Impressions are essentially the first handshake between your company and potential candidates. This is the moment when your job listing appears in front of someone actively or passively looking for work. It’s where the journey begins.

But what happens when you’re not getting enough Impressions? It’s a clear sign that something is off—maybe your job title isn’t optimized, your keywords are irrelevant, or perhaps you’re simply not reaching the right people. A lot of factors go into this, and getting them wrong can mean fewer applications and more headaches.

Consider your target audience. Are you reaching the right candidates in the right locations? Demographics play a huge role here. For instance, the keywords that work for a cleaning technician role in Dallas might not be as effective in Seattle. It’s all about speaking the language that resonates with your ideal candidates.

Here’s a cautionary tale: Some “experts” suggest getting creative with job titles—like calling a pressure washer a “Super Soaker Operator.” This might sound fun, but it’s a disaster waiting to happen. Why? Because no serious job seeker is typing “Super Soaker Operator” into a search bar. It’s deceptive and can lead to your listing being flagged or blacklisted by platforms like Indeed or Facebook. Stick to straightforward, relevant titles to avoid these pitfalls.

The platforms you use to post your job listings also matter. Indeed, for example, is a major player in the job search market, handling about 80% of job seekers. But even on big platforms, if you’re not careful with your keywords, your listing might still not reach the right eyes.

Keywords are your best friend. They must be relevant not just to the job, but to the area where you’re recruiting. Copying keywords from a friend in another city might seem like a shortcut, but it can lead to disappointing results. Always tailor your keywords to your specific location and job role.

Now, let’s talk budget. You get what you pay for. If you’re trying to recruit without spending any money, don’t be surprised if your results are underwhelming. Organic reach can only get you so far, especially in competitive markets. It’s like trying to drive on the highway in first gear—you’ll blow the engine before you reach your destination. Investing in paid promotions on platforms like Indeed can significantly boost your Impressions and bring in the candidates you need.

Lastly, remember that what worked to get your business to where it is now might not be enough to take it to the next level. Adjusting your strategies and budget as your company grows is essential.

The next step in your recruiting journey is understanding clicks—what happens when a candidate moves from viewing your job posting to clicking on it. We’ll dive into click-through rates, what’s considered healthy, and how to improve them in our next discussion.