Most job descriptions are the equivalent of “I like candlelight dinners and walks on the beach” – predictable and uninspiring.
With most focusing on the same duties and responsibilities, it’s difficult to differentiate one company from another. But we know that emotion engages buying behaviour, even in the most analytical among us.
So the question is – how do you make your company brand stand out in such a way that the right talent reads your job description and feels compelled to apply? Here’s how.
Who Are You?
One of the best job descriptions we ever read spoke directly to the talent it wanted to attract by virtue of specifically describing what space the company occupied in the marketplace. It offered information about whether it was a public or private company (candidates have preferences), explained that the company was currently growing organically (not as a result of acquisition) and that it was a fast-paced environment. By describing who the company was and where it was going, the job description immediately attracted the kind of talent it was looking for. “Love predictability and routine” it basically said, “then this company isn’t for you.” “Crave challenge and change, then step right up, we have a role you might be interested in.”
Write to Your Audience
Speak directly to your audience. Focus on core values. The language you select should reflect how you do business. Right now, standard finance job descriptions attract based on duties not on who the person is. Think about it, cultural and core value fit can be a large part of why someone not only flourishes, but stays, so a job description that speaks to your core values, is a pretty powerful pre-screening tool. Include a section at the bottom of your job description called, “What We’re About” and keep your message consistent by ensuring that the language in the rest of the job description echoes it.
To ensure that you communicate your brand in a job description start by defining who you are in the marketplace. Then write to your audience. Who are they? What are they looking for? Keep your core values in mind as your craft it. Great job descriptions attract not only great talent, but the right talent, and this means that you retain them – saving you time and money.
