A/B testing is nothing new – online marketers have been using this scientific method for years to track the effectiveness of digital campaigns and advertisements. What may be new however, is applying it to our job search in order to find the most effective resume and cover letter combo that gets employers’ attention. This blog post will show how you can optimize your job search using A/B testing in conjunction with an online portfolio, resume or website.
For our purposes, A/B testing is simply an online two-sample hypothesis test where we take two versions of similar content and track which version gets the most views, clicks, or visits. We’ve already covered how to use UTM trackers to gauge employer interest in your resume, so lets take things one step further and use that data to create an organized and optimized job search technique. The best way to explain this is to use an example, so here goes…
I’m looking for a job in the communications industry, and I’ve found four positions that I’m really excited about. The positions all have different job titles, but the responsibilities and qualifications are very similar. I’ve done my research and have only targeted companies that are looking for entry-level or recent graduate candidates (or have a history of hiring them), found jobs that are in-line with my experience and skills, and positions that are in the same industry or sector with similar responsibilities and roles*. For the science and engineering types following along, what we’re doing is establishing a control for our experiment: a set of unchanging base-line conditions to which we will apply the test.
Now for the testing, where we create two different versions of our applications for the group of jobs we’re interested in. Ideally, since all of the positions are similar, for four positions we should be able to create two versions of our resume and cover letter, since the responsibilities and skills required by all four jobs are similar. Context and common sense is key here – each application should still be tailored and tweaked to the position you are applying for. Rather, we’re taking a broader approach and creating different themes, formatting or tones and seeing which one resonates more with employers. So if I was unsure whether its better to go with a more creative, highly formatted resume or a pared-back basic one, I’d create two versions of the URL links to my portfolio/website/resume with Google’s URL builder with unique Campaign Content identifiers, like so:
1. Fancy formatted resume application links: (emphasis added)
2. Basic formatted resume application links: (emphasis added)
Because the UTM trackers we’ve embedded in our applications will tell us exactly which links are being clicked, we can analyze which versions (or even portions) of our applications are the most popular, or enticing enough for hiring managers to click on. Using the example above, we would see if the links in the fancy resume got more clicks than the basic version to determine which formatting style is the most effective for your job hunt.
Examples of how A/B testing can help you optimize your job search include:
- deciding between two or more different resume formats or layouts
- getting the right tone (formal/casual) for your cover letters and applications
- deciding which skills or projects to highlight in your resume
- deciding which projects to highlight on your portfolio
The possibilities are endless, but it’s important to note that A/B testing will only be accurate if you maintain a strong control and use a sample size (ie. # of job postings) of four or more. This means that the jobs you are applying for MUST be similar in terms of responsibilities, qualifications and experience.
In real life, A/B testing in online marketing is a continuous process of tweaking and adjustments, with marketers constantly testing and improving versions of ads, campaigns and digital media in order to create content that will be widely seen and shared. Using the same approach in your job hunt will give you valuable feedback as to what’s working in your search and what’s not, allowing you to tweak your applications until you find the sweet spot. Employers who are checking out your work online are probably interested enough to call you in for in interview!
How would you use A/B testing to improve your job search?
* Real life job titles I have used for this experiment include Communications Coordinator, Community Manager, Insights Analyst, Marketing Analyst and Digital Marketing Specialist, all for small to medium sized companies looking for someone with less than 5 years of experience.