Dive Brief:

• When job seekers scroll through job descriptions, their eyes flick through paragraphs of information as they try to pinpoint one key figure: a salary. A newly released heatmap from LinkedIn Talent gives employers the data they need to write a concise job posting that will convince promising applicants to send in their resumes. Unsurprisingly, 61% of the 450 respondents initially gravitated toward the paragraph reporting their potential compensation.
• An equal number of respondents wanted to know about the job's qualifications and duties. Candidates were looking for location of the position, required tasks, number of direct reports, etc. Just as recruiters skim resumes for relevant skills, it seems job seekers are skimming through (and possibly past) postings.
• Information about the company — like company mission, culture and growth — generated the least amount of intensity on the heat map. Respondents simply skimmed through the long paragraph on the sample job description that loosely defined the company: "The ACME Corporation isn't just one of the world's leading providers of healthy snack products — we're a family of smart, hard-working professionals dedicated to making a difference." 

Dive Insight:

While the tight labor market may benefit applicants, job seekers have a lot of information to wade through when applying for positions. One study showed that, on average, seekers apply for about 16 positions per week. To gain an interview, that number can skyrocket to 27. Research indicates that a job description will stand out if it hits the key points applicants need to know while they cruise through countless posts.

For companies looking to widen their reach to diverse audiences, it will be important to focus on the culture of the workforce,  without excluding crucial facts and figures. Today’s applicant is more likely to research ratings and opinions of your business online, with four out of five skipping your opening if you have a negative online presence. The information suggests linking the job description to details about your culture for those who want more information.

For companies that are taking the pay equity movement to heart (not to mention salary history bans) and posting salary ranges, it appears such information could go a long way in impressing potential applicants.