How to Write a Job Posting (That Candidates Will Actually Apply To)
By: Jessica Donahue
Tags: Recruiting, Startup, Entrepreneurship, Business, Leadership

How to Write a Job Posting (That Candidates Will Actually Apply To)

The war for talent is real. Tips for attracting top candidates.

Photo by Magnet.me on Unsplash

As entrepreneurs running startups or small businesses, most of us don’t have the level of brand awareness necessary to make us household names. That doesn’t mean we’re not doing cool things that plenty of talented people would love to be a part of.

What it does mean is that if I happen to be one of those talented people, then I might not know about you. The first time I hear about your company may very well be when I stumble across your latest job posting.

They say first impressions are everything, so what impression do your job postings leave?

Does it highlight the sheer awesomeness of the culture you’ve created? Does it showcase the impact my work would have on the world? Does it lay out a clear vision and purpose for me to fulfill?

If the answers to these questions are “no,” you’re not alone. In fact, you’re in the majority. Most job postings are painfully boring and read something like:

Completes weekly sales reports with a high level of attention to detail.

Must have strong communication skills.

Requires 4+ years of experience in a similar or equivalent role.

Does this really get anyone out of bed in the morning?

If I’m a job-seeker, this is a one-way conversation. You, the employer, are talking at me, and the message is loud and clear — “What can you do for us?”

By making a few, targetted changes to your job postings, you can overhaul the message and frame the opportunity in a completely different way — “Here is what we can accomplish together.” Here, a few tips for crafting job postings that candidates will be excited to apply to.

Stay on-brand

You’ve probably spent time developing customer profiles and identifying what voice speaks most pointedly to your target market. You can do the same for job postings by translating your culture into a written form that appeals directly to the talent you’re looking to hire.

Indeed.com, a popular job board, says “The language you use reflects the way a candidate perceives your company’s culture before they even set foot in the door. And being aware of the best way to describe your company culture might just put your job posting over the edge for a prospective candidate.”

Start by identifying the right voice and tone. Is your environment more formal or casual? Is work completed in a more creative or process-driven way? Are communications typically more conversational or polished? Writing your postings in the voice that is most aligned with your organization’s culture gives job-seekers a sneak peek into what it’s like working with you and for you.

Next, reword the way you address the reader. Instead of saying, “The ideal candidate will…” speak directly to your ideal candidate by saying, “You will...” or “You are…”

The Human Resource Certification Institute (HRCI) explains that

“If your employees work long hours and weekends and love doing so because they thrive on intensity, enjoy working with dedicated teams, and want to make a lot of money, say so.”

If I’m not your ideal candidate, then the descriptions that follow will not resonate with me, and I’ll self-select out of consideration.

But, if I am your ideal candidate, and they do, then the posting will draw me in further. It will feel like you are speaking directly to me and my motivations. Already I will feel like the opportunity is a perfect fit.

Focus on purpose

“Purpose-focused employment branding is a powerful tool,” according to recent research from LinkedIn. “Companies that understand the increasing emphasis of purpose in today’s professional landscape improve their ability

to attract such employees and also their ability to retain them for longer periods of time.”

Instead of describing tasks and deliverables, orient your postings around the purpose of the job you are hiring for with an emphasis on impact, growth, and relationships.

Instead of saying, “Delivers a high level of customer service,” showcase impact by saying something like, “You are laser-focused on providing a memorable experience to our guests that makes them want to return again and again.”

Instead of saying, “Responsible for managing and developing team members,” highlight growth by saying something like, “You know that your role as a team leader is paramount, and you prioritize developing a highly engaged team who are motivated to deliver a best-in-class customer experience each and every shift.”

Instead of saying, “Must be a strong communicator,” emphasize the importance of relationships by saying something like, “You are energized by getting out of your office and interacting with your team and your customers, and you spend most of your time doing just that.”

Anyone can complete a task, but doing that task well consistently requires an understanding of what excellent work looks like, why the task is important, and how it fits into the overall mission of the organization. As a leader, your job is to provide clarity in all three areas.

Sell the opportunity

Throughout the recruitment process, you are certainly evaluating each candidate’s fit and qualifications, but you should also be selling them on the opportunity. This requires an understanding of their values and motivations.

What experiences, benefits, or perks matter most to candidates in your industry that will set you apart from other employers? What do you offer that others can’t or won’t?

Gallup suggests that “Leaders can glean invaluable intelligence by taking the time to audit the market and review comparable attraction and recruitment efforts. In addition, companies should consider how job seekers will compare their employer brand promises with those of other companies.”

For example, those working in the retail or restaurant industry might place a premium on flexible working hours. Instead of simply saying, “Flexible scheduling options are available,” get specific about how you compare to the competition and say something like, “You can expect to work no more than 55 hours/week, and you will never work past 8pm.”

Figure out what matters most to your audience, why it matters so much, and then communicate that benefit in a way that will resonate with their values.