Write an effective job posting, please

Job postings are frequently a source of disappointment rather than a source of qualified candidates. Too often, blame for the poor outcome falls on the advertising venue or candidates themselves, when the real problem is the text of the ad.

Try this thought experiment: assume you are in the mood for a steak dinner and have two restaurants from which to choose. The only information available is a single photo supplied by each establishment. Looking at the pictures here, which restaurant, A or B, are you most likely to select?

Now consider the tens-of-thousands of job openings posted at any given time. Will you attract a greater number of desirable candidates if your job listing is detailed, feature-rich and describes the position in attractive terms (choice A), or states only basic information (choice B)?

The most common and serious problem: posting a “job description” instead of promoting (marketing) the job. Don’t do this! It is absolutely guaranteed to scare away the best candidates.

Most job descriptions are ineffectively written, listing every conceivable task or expectation without regard to priorities. There is no reason to place this tedious inventory of minutiae in a job posting, unless you seek to minimize your resume reading workload.

Job ads should highlight that which the employer and position have to offer. One or two paragraphs of positive, factual statements about the employer is sufficient. Examples: “a fast-growing nonprofit”, “the leading firm in this market”, “consistently profitable”, “a well-funded organization with a 20-year record of growth.”

Briefly describe some advantages or features of the job: “senior level management”, “reports directly to the President”, “responsibility for five departments”, “one of four managers with decision-making responsibility for strategy”, “opportunity to move up to Executive VP within three years.” Provide just enough detail to allow the reader to make their own first-cut screening decision: qualified and interested, or not. Ideally, desirable candidates will learn just enough to entice them to apply.

It is not necessary to describe the job in detail. Why? Because you are trying to find candidates with experience in this type of work–if they don’t know what the job entails, they aren’t qualified to do the job.

Some employers believe they must provide detailed information about the job. There is, however, no such obligation, and a look at other postings will confirm it’s not common practice. Listing responsibilities, expectations, procedures or any other buzz kills will just ruin the ad. (You can email more detailed job information to the candidate after you phone screen them and decide you are interested in an interview.)

The second biggest mistake: not stating the pay range. You have to provide candidates some idea of what the job pays so that they can self-select. Those earning way more or way less than the range know they shouldn’t bother applying–saving time for both you and them. But qualified candidates will be encouraged to pursue the position if they are within the pay range (or reasonably near).

If no salary or compensation information is provided, some candidates will just skip the ad. Depending on how the candidate searches for job postings, ads lacking salary information may not even be displayed. Finally, candidates often assume the pay is below average if the employer does not provide specifics.

The third mistake: overlooking keywords. Job postings are not just “classified ads” published on the web instead of the newspaper; they serve the same purpose, but accomplish it altogether differently. Job seekers don’t “go to” career sites and “look at” job postings, they find open positions using keyword searches, keyword alerts and keyword-based RSS feeds. The savvy employer includes every important keyword in postings. Additional keywords may be inserted at the end of the ad, they need not appear in the copy.

Here is a tip for increasing the quality and quantity of candidate responses: state that the employer pays a bonus in addition to salary. This works because excellent candidates know they perform well above average and wish to be rewarded for their performance. Also, applicants view the existence of a bonus plan as a sign of a dynamic, well-managed organization.

Ready to give job posting a shot? Go here.

Michael G Smith