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Job posts featuring skills attract more applicants, LinkedIn says



Job posts on LinkedIn that include numerous relevant skills in the requirements section appear to attract more applicants and have higher conversion rates, according to a June 21 report based on recent LinkedIn data.

Specifically, job posts that list skills are correlated with an 11% increase in view-to-apply rate, or the percentage of candidates who see a posting and then click to apply for the job.

“What explains this improved conversion rate? One key reason could be that it makes it easier for candidates to picture themselves in your open role, even if they haven’t held that precise position before,” wrote LinkedIn co-authors Greg Lewis, a senior content marketing manager, and Jamila Smith-Dell, an insights analyst.

“Including skills in your job description can make it easier for candidates, most of whom have listed skills on their LinkedIn profiles, to find opportunities that line up with their abilities,” he said.

Skills-focused job listings also appear to help with internal mobility, or the share of job transitions that begin and stay within the same company, the LinkedIn data shows. Companies with a high proportion of skills-first job posts had 11% higher internal mobility rates, as compared with companies that had job posts without skill requirements.

Placing an emphasis on skills-oriented posts can help companies make hires both externally and internally, Lewis wrote. For instance, breaking down a role into its required skills can help hiring managers and recruiters recognize existing employees with the right skills or locate the right fit among external candidates. Similarly, current employees may recognize the skills they have that fit a job posting or imagine themselves excelling in a new role based on the skills listed.

Skills-first hiring represents a paradigm shift in the labor market, LinkedIn noted, with 75% of recruitment teams and talent professionals prioritizing it over the next year. At the same time, some companies have been slow to adapt so far, and some job candidates have faced barriers to sharing their qualifications. Hiring platforms may not provide the relevant fields to capture information about skills, credentials and non-degree training, according to a recent report, which hiring managers may want to keep in mind when using applicant tracking systems.

In turn, acquisition and retention teams may consider skills-first options among their current employees as well, with many organizations focused on upskilling and reskilling this year. More companies, especially in the IT sector, said they’ve increased their reliance on training and certification this year and placed more emphasis on training existing employees rather than hiring consultants.

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