Writing a High-Impact Job Posting
8 July 2015
Read by 3122 persons
1- Define a clear and concise title
Avoid titles that use terminology specific to your company but don't mean anything to candidates. For example, if you want to hire an advertising manager, opt for the term "sales representative" which will be better understood by candidates. The title should never be ambiguous, as this risks not attracting the right target, or not attracting anyone at all.
2- Adapt the message to the candidate
Like the title, the content of the advert must also be adapted to the profile sought. You will therefore need to develop a specific message for each target, as each person is not sensitive to the same information. A sales representative, for example, will prioritize information such as their area of intervention and remuneration details. Put yourself in the candidate's shoes, asking yourself what they will be looking for and how, in order to identify keywords to place in the hooks and content.
3- Provide the information expected by the candidate
A job posting naturally includes some classic elements, such as the job title, company description and the profile sought. Beyond these essentials, it is also relevant to provide more precise information about the work environment, such as the team (reporting line, number of people to manage, if applicable) that the candidate will join, the tasks they will have to perform, and the job location.
Providing information about the remuneration, even if it is just a range or a breakdown of the salary and its distribution (e.g., fixed + variable 70/30 + benefits) is essential for the candidate. This also helps screen out candidates who expect significantly higher pay.
4- Promote your employer brand
Any process that highlights the company is extremely valuable. This could be adding a link to the website or videos showcasing the company. The aim here is to say who you are, what your strengths are and why it is interesting for the candidate to join you and not another company. In short: Stand out!
5- Highlight the qualities of the work environment
An advert that conveys the company's image is much more attractive. It is important to communicate your values so that the candidate gets an idea of the atmosphere within your company and your teams. Candidates are also increasingly sensitive to the quality of the work environment. A pleasant working environment, opportunities for continuous training, and convenient transport are all elements to highlight. Therefore, highlight the assets that can make the difference but which of course reflect reality. Be careful not to exaggerate.
6- Allow the candidate to project themselves
Too often, companies focus on describing the profile they are looking for and forget to highlight what they offer, overlooking the fact that the candidate also wants to be talked about. The way they are integrated into the team is a topic they will appreciate. If there are opportunities for advancement, do not hesitate to highlight them. The candidate will be able to project themselves into the future, and this will only strengthen their motivation to join your company.
7- Avoid certain phrases
You must also take care to comply with the law to avoid conveying a negative image. Any mention of age and family situation, any sexist statement (specifically requesting a woman or a man), in short, any request for information that is not directly related to the job should be avoided. Writing an advert is not a trivial matter, as the success of your operation depends on it. Therefore, take special care and take the time to refine it before posting it. The choice of distribution channel is also an important factor in success.
It is also very important to respond to each application, whether it is from an advert or a spontaneous application. This will only enhance your employer image among candidates.
Philippe Montant CEO ExeKutive.biz
