Savvy recruiting professionals know that a multi-pronged approach to finding talent usually yields the best results. They may employ both active and passive strategies, posting on job boards and their company careers page, soliciting employee referrals, reaching out through networks, and contacting potential candidates directly.
No matter what the approach, nearly every candidate will view a version of a job posting at some point. For many, the posting will be their first experience with the organization, and we know that first impressions are lasting and often hard to change. How can we create clear, concise job postings that inform candidates about the job, motivate them to want to learn more, and ultimately encourage them to apply?
As you craft a job posting, keep in mind what a typical candidate wants to know.
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What skills, education, training, knowledge, or experience must I have?
Job Posting vs. Job Description
One of the first things to consider is that job descriptions and job postings are not the same thing. A structured, well-written job description is an HR workhorse. Job descriptions are the foundation for analyzing jobs as exempt or nonexempt under state and federal wage and hour law. They aid in setting performance standards and guide managers in developing employees for current and future roles.
Job descriptions are instrumental in establishing pay ranges and rates. And, of course, they play a pivotal role in recruiting and hiring, in part to determine what to include in a job posting. To boost your job description knowledge, sign up for Employers Council’s class Writing Effective Job Descriptions.
Job postings should balance sharing enough information about the job with being brief enough to hold the reader’s attention – and most job descriptions are too long. A job posting is externally focused. It is an advertisement or marketing tool that pulls and condenses relevant information from the job description.
Tips for Job Postings
Consider these suggestions for great postings:
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Avoid jargon, acronyms, legalese, or overly technical language. Even when a qualified candidate should know what these things mean, this kind of language can be off-putting and uninviting.
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Remember that job seekers want to know what’s in it for them. Including pay ranges in job postings is legally required in many states, including in Colorado, and is a good practice. Be sure to feature stand-out benefits like generous paid time off, family-friendly leaves, or flexibility.
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Have a proofreader look it over not just for grammar, spelling, and language but for overall effectiveness. Is it clear and accurate? Will it hold a reader’s attention? Is there potentially biased or gender-coded language?
Of course, a job posting can’t tell the whole story about a job and the organization. Candidates learn more throughout the selection process from recruiting and HR professionals, hiring managers, other interviewers, and company information like benefits guides and even the job description itself. A well-written job posting is one of the first steps in connecting with qualified candidates and sets the stage for future interactions.
Kim Robinson is a human resources consultant for Employers Council.