…and Attract the Best Candidates

We’ve reviewed the basic elements of a job description, what it is and why you need one.  When you’re looking to add key members to your team, you may be tempted to use that job description as a job post on your website and job boards.  Don’t do it.  Why?  They serve vastly different purposes.

The job post is meant to attract job applicants and entice them to join your company.  The job description informs them about the details of the role once they get there.  With the unemployment rate below 4%, attracting the best talent means persuading your audience that you’re the best fit for them.  How do you do that?

Promote your company.

For many job seekers, the company is as big a draw as the posted position.  If you want people to stay for a career, showcase the opportunities for training, coaching and growth.  If you’ve got an outstanding benefits package, highlight it.  If your workspace is awesome, say so.  If the culture is fun and irreverent, let them know that, too.  And if you’ve won industry awards or earned public recognition, highlight it.

Sell, don’t tell.

To entice a potential employee, point out the benefits of the role, not the features.  If you’re describing a customer service role, emphasize how they’ll be helping clients achieve their goals.  Talk about having opportunities to work on special projects.  Include the fact that they’ll be working in a collaborative environment.  Don’t say they’re expected to answer the phone by the third ring, or stay up-to-date on current products.  Yawn.

Address your audience.

Unlike the job description which has an impersonal, third-person voice, the job post should speak to the candidate.  Using the informal “you” when describing the candidate’s responsibilities, activities and benefits they’ll have access to makes it feel like you’re addressing them directly.

Key in on Keywords.

Most candidates search for jobs online.  Use exact search (industry standard) terms for the job title, location, qualifications and/or certifications.  Then your prospective employee can more easily find your role that matches their skills.  Repeat the terms throughout your post (in context of course) so the search engines will find them, too.  Net net, don’t get too creative here.  Otherwise, your post won’t get found.

Don’t drown in criteria.

Sure, we all want people who pay attention to detail and have excellent communication skills.  But your online job post shouldn’t be a laundry list of criteria.  Instead, focus on performance and milestones.  Tell the candidate what she’ll be doing, how she’ll have an impact, who she’ll be working alongside.  A performance-based description is more engaging and can help your candidate visualize the difference they will make in your organization.

Other considerations

• Include a photo of one or more of your smiling team members, preferably with a quote about what they love about their job.
• If you’re in an attractive location, showcase it. Whether your office has an impressive lobby, you’re located in a resurgent area, or public transportation is ultra-convenient, highlight factors that may tip the balance in your favor.
• Use bullet points to list your criteria, rather than a block of text. It’s just plain easier to read and digest.

Need help?  Download our sample Job Post Template to help you get the best possible response from ideal candidates.