If you have to write a job posting, then write it to attract the right candidate.
Not long ago my sister Martha, a transitioning from college professor to corporate America, sent me a job posting. She said, “I think I can do this job. See, I can do these things.” I moaned. I am familiar with that kind of job. While she is certainly talented and the smartest person I know, no one would consider her for that job even though she met three of the ten tasks described.
At kitchen tables all over North America, job seekers are looking at ads and saying to themselves, “I can do that. I think I will apply.” Then they are disappointed when yet again no one contacts them about their applications.
Let’s stop this nonsense and start writing job postings that attract the right candidate. Let’s be more specific so candidates get a realistic idea of the job.
Here are some tips from a great LinkedIn eBook, How to craft job postings that convert:
- Know the main two or three things the ideal candidate will have to accomplish to be successful. Build your posting around those items and skip all the other tasks that distract from the main goal.
- What does an ideal candidate “look” like? What characteristics, interests, knowledge, skills and abilities does this ideal person possess? Draw a picture (an avatar!). Write directly to him or her as if you were talking to that person.
- Introduce your company in a way that reflects your unique company culture. What looks like warts to you will be appealing to the right person.
- Make you company appealing to the right candidate. That means the wrong candidates will not find your company appealing. That is ok.
- Use bullets not paragraphs. Make it easy to scan so candidates will know right away whether this is the job for them.
- Use keywords that the ideal candidates will use to describe the job they want. That way your posting will come up when they search using those keywords.
- Identify a distribution strategy (notice the new terminology?) so you can put your posting in front of the right candidates. You have to know where that ideal candidate hangs out.
How many of these tips are you currently using? Take another look at your job postings to increase the chances that you convert eyes into applicants, the RIGHT applicants!
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