Ditch the Job Descriptions - It's Time to Master the Art of Crafting Alluring Job Advertisements!

OMG! I can't believe I'm writing another article on writing job postings! On one hand, this saddens me but on the other hand, it reassures me that our industry continues to boom. Either way, I'm not giving up - on you!

When I help employers build their brand platform, the first place I start is doing an assessment of their current employer brand reputation and messaging, compared to their talent competitors. Every time I do this I come across job postings that appear to be a relic from a time when the internet was still a new concept and the office was populated with typewriters. Not kidding! These postings feel out of touch, stale, and robotic, essentially mirroring their internal job descriptions with little attention to attracting the right talent. This leads me to the question, "Why do so many companies continue to be oblivious to the power of a well-crafted job posting advertisement?"

Job postings are not the mundane chore you might believe them to be. They're not just about listing the qualifications or responsibilities for a role. They are, in fact, the flashiest, most compelling form of advertising your company can make to entice top-tier talent!

Sure, a job description is a necessary tool to keep things running smoothly internally. They offer insight into roles, objectives, and responsibilities. They're great at defining compensation and providing a yardstick for performance. But when it comes to attracting high-performing candidates, they fall as flat as a lead balloon.

Job postings, on the other hand, are your external billboard. They're not just a list of bullet points; they're a golden ticket, a key to unlock the aspirations of potential applicants and get them knocking at your door. The power lies in striking a balance between enticing content and not overstuffing them with requirements that could potentially scare away top talent.

Now I want you to be honest with yourself. Do your job postings....well....suck. Could this be why you're not filling positions? Yup! There are no excuses to have boring, tired, all-about-us job postings in this day and age.

So where do you start? Well don't worry, I'm here to rescue you. Here is one of our best practice templates for writing stand-out job posting advertisements.

Step 1: Job Title

Keep it clear and honest. Avoid ambiguous phrases like "Ninja Developer" and stick with straightforward titles your target audience can relate to. If you're going to stick with internal titles, good luck to you. The quality and relevancy of the job title are critical if you want to be found on job boards and search engines.

Step 2: Captivating Headline

This is the cheese in your talent mousetrap. Think of something that resonates with the candidate's professional aspirations and ignites their interest. Check out the persona profile of your target audience. What? You don't use personas! Let me help. Check out my previous LinkedIn article 'Candidate Personas: Your Competitive Advantage to Attracting Talent'

Step 3: Employer Brand Introduction

This is where you bring your company's story to life. Highlight your purpose, vision, values, and achievements. Show off your EVP pillars that are relevant and attractive to your target audience. No formal EVP? Yikes. Here is a previous LinkedIn article I wrote that can help - 'Five ways to compete for talent on a limited budget '

Step 4: Job and Team Introduction

Make it a vivid picture of what a typical day looks like for the role. Provide some sneak peeks into team culture and the work environment. Remember that potential employees are going to be working a lot of hours with their manager and colleagues so make it real. Tell candidates what it's going to be like every day so they can connect with you on an emotional level.

Step 5: Job Responsibilities

Stick with 5-8 critical responsibilities that define the role. Ditch the acronyms and keep it straightforward and relatable. There is nothing worse than seeing line after line after line, a laundry list of job duties. Talk about boring. Talk about a turn-off.

Step 6: Job Requirements

Don't overwhelm your candidates with a never-ending list of requirements. Stick to the must-haves and leave the 'nice-to-haves' for the phone screen or interview stage. I've never understood why job requirements state 'must have good communications' or 'must be able to collaborate with colleagues'. First off, isn't that a given if you have more than one person in your organization? But isn't that also subjective? I bet not one person reading your job posting would say "damn, I was a perfect fit until I read those requirements."

Step 7: Benefits and Perks

This section can be your game-changer. Highlight the benefits, perks, training programs, office comforts, or any value-added features of your job. This is where you showcase why you and what is unique about your offering compared to your competition. Now, if you can't answer how you are different it's a red flag and you better get on it. Head back to step 3 and click the article link to help you build your employer brand platform.

Step 8: Closing the Candidate

End on a high note by summarizing the top benefits of the role and encouraging potential candidates to take action. And no, take action does not mean, 'apply now' or 'visit our website to learn more'. Your call to action (CTA) should be impactful, and persuasive and create curiosity to want to learn more about the job or about your company.

Summing it all up

Remember, your job posting isn't just a necessary step in the hiring process; it's an opportunity to showcase your company, promote your culture, and attract top talent. It's your opportunity to stand out from the thousands, yes thousands of other employers who are posting the exact same job.

Now, I know what you might be thinking because I've heard it a thousand times before, "What does it matter? We can't compete with those companies anyways." Well, you're right! You can't compete if you keep using those antiquated job postings. So, please...I beg you...retire them!

If you like what you've read here, give me a thumbs up, drop me a line in the comments, or share to help others with their employer branding initiatives.

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Written by Colette O’Neill, Chief Employer Brand Strategist and Founder of Advance Human Capital Solutions.

ADVANCE Human Capital Solutions ?is an Employer Branding and Recruitment Marketing and Communications Agency. We help companies grow their business by providing expert advice and solutions on how to attract, engage and compete for the best talent.