Finding people with the right skill sets and personalities for your team isn’t easy. So when you create job postings, they should be dynamic, thorough, and engaging to attract the type of employees you want. Here’s how you craft job posting that get results.
Define Your Ideal Candidate
Crafting an effective job is a lot like marketing in that it helps to know exactly who you want to attract. Think about the general qualifications required of the position, then consider the soft skills that might make a person successful at the job. Using your ideal candidate profile, you can fine-tune the wording of your job posting. You can’t discriminate against job applicants based on age, but you can draft an ad that appeals to your ideal candidate. For example, job applicants between ages 25 and 35 often look for a career path, while applicants 35 and older may look for long-term jobs. Millennials typically use different language than older applicants, so if you want to attract employees in that age bracket, aim to use the appropriate lingo.
Include Key Details
The content of your job postings let candidates know if they’re good fits, so word count matters in some cases. Job posting length really depends on the profession, but it’s a good idea to aim for about 250 and 1,000 words. Some studies show that job postings for social media positions of around 250 words generate the most interest, while job postings for education positions between 750 and 1,000 words get a lot of interest. This means you need to hit the key points concisely so you don’t waste words.
Think of job postings movie previews. Focus on the most important aspects and the details that appeal most to your target audience. A solid job posting should include the following key pieces of information:
- Company description
- Culture details
- Facts about the team
- Job duties
- Skills, education, and certifications
- Type of employment
- Job location
- Perks and benefits
- Application process
- Contact information
When sharing details about your company and the position, let your branding, voice, and company culture show. If you have a laid-back team that values creativity, humour, innovation, and shared ideas, make your description reflect that. Writing a stuffy standard job description based on a boring template may scare off applicants that would fit your culture perfectly.
Choose Words Carefully
It pays to be specific when looking for job candidates, so aim to use industry-specific terms and accurate descriptions of your vacancy. Instead of posting that you need a new team member for your marketing team, for example, name the exact position, say SEO strategist. Keywords help savvy job seekers find your position, but make sure you integrate the keywords naturally and only use phrases that are relevant to the position. Stuffing job postings with unrelated keywords makes them difficult to read, and including inaccurate keywords attracts the wrong type of candidates.
Connect to Performance Reviews
Thinking ahead to how you plan to evaluate your newest employees helps you refine your job posting. Tying job descriptions to performance reviews ensures you cover the key responsibilities of the position, so the job candidates know what to expect. You also offer transparency to the person who ultimately ends up on your team. If you don’t already have a written performance review created for the position, create the two documents together to simplify the process.
Adjust the Layout
Looks matter when you’re trying to attract a specific type of person to your company. The best job descriptions are easy to scan and read. Job seekers want to look quickly through postings to see if there’s a match. Large blocks of text turn people away and make it difficult to process what the description says. Bullet points and subheadings draw the eye to key details. You might also include photos that enhance the listing or short videos that give more insight into what makes your company unique.
Another layout consideration is mobile compatibility. Many job applicants use smartphones to look for job postings. Keeping bullet points short translates better on a small screen. Breaking up the text into small sections also helps mobile users. Check out the job description on your smartphone to see how it looks.
Keep It Legal
Running a small business requires knowledge of various employment laws that can impact hiring. When creating job postings, keep government regulations in mind. One major consideration is potential discrimination in the hiring process. Laws prohibit you from discriminating based on factors such as gender, age, race, religion, disabilities, marital status, and other personal factors. Your job posting should avoid language that goes against the legislation. If you aren’t sure about compliance, you might ask someone on your legal team to review your job ads before making them public.
By tailoring your job postings to your ideal candidates and making them unique, you increase the chances of attracting more qualified people during your recruitment phase. Take your time drafting the job description, and get input from trusted members of your management team to make sure your hiring approach fits your company’s needs.