So now that we’ve examined the difference between a job description and a job posting, how do you create a captivating posting that attracts the correct candidates?
(If you missed our earlier post explaining that difference, you can find it here—and be sure to follow the Wilson Albers page on LinkedIn for useful insights!)
Creating job postings can be intimidating, especially if you are new to recruiting! By asking yourself how to make your job posting more compelling, you’re already off to a good start. And remember, we all have to start somewhere.
First Steps
The best job postings begin with research. This means asking questions—to the hiring manager, possibly to a previous employee in that role, and of course, to our friend Google. We want to gather information that will help us build something that goes beyond an ad; we’re looking for a captivating post that speaks to the ideal candidate. Some questions to consider asking:
- Is this a position that was previously filled, or a completely new role?
- What qualities and history would help a person in this role?
- How will this position interact with and support other positions in the company?
- What type of personality would be a good fit for this role?
- What skills are mandatory? What skills would be nice to have, but aren’t absolutely necessary?
- Is there budget for the role? What are the benefits, pay range, etc.?
- Are there opportunities for growth?
- What do you think is the best-selling point for this job opportunity?
After getting answers to a few (or all!) of these questions, you now have the pieces of a puzzle. You might not know what the final image will look like, but you have a rough idea by looking at the parts. And it’s time to start seeing how it all fits together.
Fitting the Pieces Together
The job title is the first thing someone is going to see or search for, so make sure it is clear and concise—while also fitting the role.
Say you have a role in accounting, but one that will mostly work with Accounts Payable and Accounts Receivable on general accounting tasks. This role doesn’t require a CPA, so you wouldn’t want to put “Accountant” in the title; instead, perhaps it’s “Accounts Payable/Accounts Receivable Specialist.”
Next is the content within the posting. Ever heard the phrase “short and sweet is what the people eat”? That’s what we’re going for here. Data from Textio shows that optimal length for a posting is 300-700 words—and that longer postings tend to attract fewer candidates!
So be concise when you’re describing the job opportunity. Sell it, and sell the company, with a structured approach. First, there’s the title. The second thing the candidate should see is a short introduction to the company, why someone would want to work there, and the position itself. Next up are the pay range, benefits, and perks (don’t leave these out, because people want to work for a company that will value them). Even the more detailed sections, such as duties, responsibilities, and qualifications should list the most important points first. Finally, it’s time for closing, which can include information about the interview process, timeline, or instructions on how to apply. Again, short and sweet.
One more important note: Don’t forget your EEO statement. (We’re big on complying with guidelines.)
The Final Product
Whew! You’re done! Actually, wait. You’re not. (Sorry about that.) You should always have your post reviewed by a colleague if possible, because they might see something you don’t—something that can make your posting even better (or even something that can prevent problems down the road).
When the job posting is what you want/need it to be, now it’s time to put it where you want it to be. Game plan for what platforms will be best for posting: For an AP/AR Specialist role, LinkedIn and Indeed are great places, but you might not want to post a telecom role there. This is where more research comes in; take the time to look up the position you’re posting and where you see other similar jobs posted. After all, you’ve just put a lot of work into creating a compelling job posting—so make sure it reaches the right people!
About the Author
Christine Brown
HR Services Lead Recruiter
Alera ConnectHR
Christine’s background and knowledge for Alera ConnectHR is in recruiting, staffing of large organizations, talent management and acquisition, training, and development, as well as employee engagement.
Christine loves helping her clients and their people thrive, and particularly relishes tackling challenging situations by using positive communication and developing plans for success.
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