Write a Job Post That Attracts Top Talent

May 12, 2022

Most job postings are tired, ineffective and passé.  Instead, write enticing ads that woo, attract and excite. To do this, dust off those old-fashioned job descriptions that describe your company and position in a ‘professional’ and boring manner. Bring a little creative, fun and lighthearted twist, with these ideas:

Turn your postings upside down and inside out. Write from the prospective employee’s POV. Lead with job and company details that appeal to candidates instead of company demands. Get rid of postings that describe job ‘requirements’, ‘essential duties’, ‘skills expected’ and replace them with key attributes about what makes being a team member so special. This demonstrates you understand employment is a mutual value exchange and you’ll provide a great environment for it to happen.
Consider the attributes candidates are seeking. To be most effective, tailor your posting to appeal to the job qualities potential employees would look for. For example, if the qualifications and salary range of your open position is more suited to millennials, then include job attributes that appeal to that demographic. According to a Forbes.com post, millennials seek jobs that match their values. Executives and senior level managers might seek different qualities.

Avoid listing job qualifications. Instead go for the results and responsibilities the role delivers. For example,

  • Are you an outgoing “people person” who enjoys meeting and helping others?
  • Do you get excited solving people problems and love to knock sox off by your special style of customer service?
  • Do your family and friends say you are the world’s best ‘talker’? Well, we want to pay you to use your amazing gifts at work!

Replace job titles with qualities you value most. Job titles are valuable for org charts and calling cards. They do little to describe value contribution each person brings to the role. Edit your job postings to reflect the impact team members make than the title they’ll carry. Here are a few fun examples:

  • Upgrade “Customer Service Representative” with Clinical Solutions Advisor or Ortho Technical Genius (a nod to Apple) or something fun like Bands, Brackets & Wires Whiz, or Exceptional Customer Experience Consultant
  • Replace “Marketing Manager” with Chief of Creative Customer Incentives
  • Let go of “Sales Representative” and replace it with Ortho Problem SolverClinical Challenge ConsultantChief of Clinical Challenges or Ortho Clinical Challenges Specialist

Use compelling descriptors that offer insight to your unique company culture and work environment. Give candidates a sneak peek by sharing your company story, core values, perks and industry reputation to amplify interest.

  • Ask team members currently in the job to describe it, the company and your work environment for ideas and words to use
  • Ask customers what they love about your firm
  • Avoid descriptions that ‘sound good’ or intriguing but don’t truly reflect your company culture

Check out how Airbnb describes their cultural climate:

No global movement springs from individuals. It takes an entire team united behind something big. Together, we work hard, we laugh a lot, we brainstorm nonstop, we use hundreds of Post-Its a week, and we give the best high-fives in town.

Routinely check, read and respond to company reviews.

According to Indeed.com, 83% of people say employer reviews impact where they apply. Negative comments from disgruntled employees not only taints your company image but may dissuade superstars from applying for a job.

It is important to respond to both negative and positive feedback. This demonstrates your company cares about its image and reputation and is actively participating in the conversation. You can’t prevent disgruntled employees from venting or attempting to discredit your firm. However, a courteous, prompt and positive response can make all the difference in attracting top talent.

Toss out tired “job description ease”. It is easy to fall into the bad habit of using broad strokes in summarizing the expectations for ideal candidates. Unfortunately, after scanning a few job postings, they all start sounding alike! And, they don’t really describe the qualities you are seeking.  Consider these over used phrases:

  • Performs other duties as assigned
  • Ability to multitask
  • Must command strong attention to detail
  • Excellent telephone etiquette
  • Must respond in a courteous and professional manner

Any job posting will fall short of describing every nuance required by the role; it is unnecessary to state ‘other duties as assigned’, its already inherently understood. What needs done gets done. Remove extra phrases and HR ease from your job ads. Like many other things, Less is More.

Comb through your current job postings and look with a new view as you consider these recommendations. Remove the words, phrases and format that no longer serve you, your company or prospective candidates. If needed, start from scratch…rather a fresh perspective and create candidate centered posts that engages, excites and intrigues top talent to join your team. 

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