Job hunting is exhausting. There’s no doubt. Candidates are scanning post after post and preparing resume after resume. Job seekers are searching for a job that is exciting and new, but also attainable. You have seconds to grab their attention and get them to apply. Specifically, job seekers spend 49-76 seconds before they decide whether or not to apply. Job seeker desires are evolving, so job posting trends are changing, too. Knowing how to write an effective job posting is key to attracting and identifying ideal candidates for a role.
The 3 Key Points of a Job Posting:
1. Choose a strategic, yet simple job title.
Roles are evolving. Hybrid positions have emerged. It’s easy to overthink a job title. However, it is the first thing job seekers see. Whether or not the job is seen online depends on the title. Thanks SEO!
The key is to keep it short, specific and clear. You might be thinking, “How do I keep my title short and specific at the same time?” The answer is, choose the most important aspect to identify first. For instance, specify if your position is full-time or part-time in the job title. Since the onset of the pandemic, the number of people at home taking care of children is increasing. Often, that population is open to part-time work. It’s critical to be clear and help every applicant identify which job opportunities fit their needs.
Additionally, you should identify non-negotiable qualifications for the position within the job title. A great example is a role that requires bilingual communication skills. With this information included in the job title, you can more easily identify the most qualified candidates for the job and save valuable time for job seekers. Understanding how to effectively write a job posting begins with researching and identifying a descriptive job title that clearly indicates the desired talents for the position.
2. Understand the difference between a job posting vs. job description.
From my own personal experience, I know it’s easy to confuse a job posting with a job description. You may wonder why it even matters. Trust me, it does! Comparatively, a job posting is an introduction of your brand and a summary of the most important job qualifications. Think about why candidates should pick you over another employer. This is an opportunity for employers to boast company culture and differentiate their employer brand.
You don’t need to list every aspect of the job. But, you do need to list the most important responsibilities. And list them in the order of importance. Use bullet points to keep content brief and easy to read. The same goes for qualifications. Do not list every personality trait you desire. Remember, the goal is to highlight the skills, certifications and educational achievements that uniquely qualify a candidate for the position.
It’s important to be realistic. Just like choosing the right title can help distinguish candidates that are not the right fit, the proper length of a job post can help employers distinguish jobs that don’t fit a candidate’s needs. Help them help you. Avoid being too wordy, but showcase key elements of the role and make sure your company stands out.
3. Make candidates feel like they belong.
Knowing how to write an effective job posting is not always a science. Sometimes it is an art. Be sure you are adding value to your job posting. On average, humans spend 30% or one-third of their life at work. Not surprisingly, candidates want to spend that time feeling welcome and supported. Describe the company culture, company mission statement, health benefits, development opportunities etc. Be honest. Don’t make promises that you cannot keep.
Arguably the most important thing you can do is be mindful of your language. Writing an inclusive job posting is key to developing a diverse candidate pool. You can speak to a broader audience with the help of writing tool like Textio. Finding the most qualified talent for a role means reaching applicants from all backgrounds and underrepresented communities. Tools like Textio can suggest simple edits to remove unconscious bias.
With the optimal job title, post length and value-adds, you can motivate more applicants. Making it easier for a candidate to customize their resume and cover letter also makes it easier for you and your team to identify the best candidate.
Be genuine and elevate your job posting effectiveness. Writing your next job posting may even remind you why you applied to work for your company. Or maybe it will inspire you to create internal change for the better!