Open the Candidate Floodgates by Writing Job Postings that Convert

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It doesn’t matter how great your hiring process is if you don’t have enough candidates to assess for a role. First, you have to write a compelling job posting that spells out the skills necessary for the role, and also shows off your company’s culture.

Here are a few ways to write a great job posting:

Craft A Compelling, But Honest Job Title

The job title is typically the first thing potential candidates will see when they are scrolling through hundreds, if not thousands of job postings on boards. The job title for the role you’re hoping to fill should be attractive to the exact type of person you want for the position.

It’s a lot like trying to craft a killer headline for an article that you want someone to click through to read. It has to catch their eye, and make them want to learn more. At the same time though, you want it to be an honest job title that speaks to what you’re looking for. No one likes a bait and switch.

Save The Company Advertisement for Some Place Else

You love your company, and want others to love your company as well. When you’re sourcing candidates however, a job description isn’t the place to gush about how great the company is. You can place that information on your website, your Facebook page, your LinkedIn company profile, etc…, but keep it off the job description.

Now, that’s not to say you shouldn’t include your company’s core values, and pertinent details in the description. It’s a huge plus to say that your company has been in business more than 30 years, or that it’s an award-winning boutique agency, or some other exceptional detail that sets your company apart. Just don’t spend so much time pitching the company that you forget to pitch the position that’s available.

Keep It Simple and Tell It Like It Is

White space and short, distinct bullet points are your friend. Make the description easy to quickly scan, so that in just a few minutes the potential candidate will know whether or not they want to apply.

The explanation of duties for the role must be easy to understand, and not filled with jargon. Avoid long, drawn out paragraphs about the position, and get to the heart of what is expected of the candidate.

Although you may fear turning off some people, you need to mention the not-so-nice things about the position too. It’s better to be upfront about these things than have someone apply and get hired, only to quit once the wool is removed from their eyes.

For example, if the position will require reading hours worth of research, you should state that openly and honestly. You could frame it by saying something like, “If you enjoy researching materials for hours on end, this might be the perfect position for you.”

Use A Personal and Conversational Tone

Talk to them, and tell them what you expect, and what they can expect. Avoid the word candidate, and instead use the word “you.” You know you’re looking for potential candidates, but you shouldn’t refer to them as candidates because it feels impersonal.

Another thing to consider is how you would describe the job to someone in person. For example, think about how you would explain the job to a friend over coffee. This is how you should craft your job description. It may help to talk to your hiring managers or people that have worked in the role previously to get a better feel for how to explain the job description as well.

Share Growth Opportunities

In an age where company loyalty is all but nonexistent, you need to explain how working for your company can help the candidate grow. Will there be opportunities for advancement? Can they hope to earn more money and is there bonus potential over time? What are the reasons they should choose to work for you over your competitors? The answers to these questions could be the difference in attracting mediocre talent and the best of the best.

If Your Location Is A Perk, State It

Where is your company located? This could compel a potential candidate to apply even if they don’t currently live in the city you’re located in. Since moving to a new city may be a challenge, it’s important to share where you’re based and the benefits of that location. Still, don’t dwell on this too much either. Give them the trailer, not the entire movie.

Finally, Tell Them What Qualifications They Need

If you only want applicants with college degrees, or that have five years of experience, state it. Again, honesty is crucial. You must set forth the expectations from the beginning so that potential candidates don’t end the process feeling like they were “tricked” into applying only to learn they wasted their time. Writing honest job postings means strong first impressions on new hires.

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