How to make it rain recruiting qualified applicants
Over the years, I’ve read more bad job descriptions than good ones.
They’re all about the company. You know the ads I’m talking about — the ones that host an unrealistic laundry list of requirements that even the rarest, most sought after unicorns aren’t entirely qualified for.
On the opposite end of the spectrum are good job descriptions. The good ones paint a mutually beneficial partnership between company and applicant.
The highest converting job ads reframe a typically dreaded task (applying to jobs) into, at the bare minimum, a tolerable one — and maybe even a ridiculously enjoyable one.
Whether you’re a startup founder, hiring your first inbound marketer, or an agency recruiter, contracted to find a senior SEO analyst, this post is for you.
In this post, you’ll learn how to create a job post, so tantalizing, that even the most passive and satisfied professionals couldn’t resist clicking “Apply.”
If you think you can just go to LinkedIn and search for an SEO expert — or any marketing-related position for that matter — you’re setting yourself up for disappointment.
LinkedIn is too elementary for ever-evolving full-stack professionals, i.e. people who are incredibly knowledgeable on topics like: SEO, community management, inbound marketing, writing, content marketing, PR strategy and design.
Therefore, if you want to find the cream of the full-stack crop, you must immerse yourself in a personally vetted marketplace.
As a veteran full stack marketer, who is always on the hunt for top notch marketing talent, I cannot emphasize enough how powerful a really phenomenal job description can be.
I’ve tested ads on every job, internship and freelance website under the sun, and here’s what I’ve learned about crafting really phenomenal job descriptions — job descriptions that make it rain marketing qualified candidates.
Before Publish (BP): Prepare.
IMPORTANT: Refrain from opening another tab to immediately copy-and-paste your boilerplate job description onto another job site. Why, you ask…
Because boilerplate copy is not how you win over top notch talent and convince them to waste their time applying to your crappy job ad.
Regardless of whether you are posting an ad to elicit applications from the next Jonathan Ive or a listing to solicit contract writers, who are as on point as Belle Beth Cooper, there are a few critical components your job ad must hit on.
1. Do your due research.
I’ve scraped through hundreds — actually thousands — of job ads, written by well-meaning hiring managers and recruiters. There is one common trend among 99 percent of them: It’s transparent they have no idea who they need to hire.
Tip: Figure out the why behind the open position. Why are you hiring this person? What challenges are they supposed to solve in order to make your business and life run smoother and more efficiently?
Once you have a somewhat clear understanding of why you need this person, visit Freelanship’s marketplace, which links to a multitude of different marketing-related project descriptions.
You can sort the projects most useful to you by category — content, social, etc. If you aren’t an inbound expert then this is absolutely perfect for you. You might even find that you don’t actually need a full-time employee, but rather just a remote contractor, who can quickly execute on a project-by-project basis.
2. Create a new landing page for your job on your website.
Did you know that websites’ about pages are the second most visited web pages on sites across the spectrum? You don’t have to be Google to get a ridiculous amount of high caliber applicants competing for your job ad. But you must, must, must have a “Career” page on your company site.
Ever wonder why some job ads get 300 good applications in less than a day while others never accrue anything other than spam?
Emotion-evoking copy is what separates the best from the rest, and it just boils down to a simple formula:
Compelling Copy + Pretty Visuals = Good Job Descriptions
Here are a few tips for crafting a career page on your website that motivate talented candidates to spend their time completing your job application.
Make sure your landing page includes really killer copy.
I don’t know about you but I spend more time working than doing anything else; and so, the last thing I ever want is to work with people who are dry, boring and/or mean. Throw all the best practices out the window when it comes to writing the copy for your career page and abide by one rule and one rule only: Keep it REAL.
Below is the prime example of copy that makes people stoked to work with your company — regardless of whether or not they ever heard of you before today. Unsurprisingly, Noah Kagan is behind it.
Next is an internship listing by the legend himself — Seth Godin — which is ideal for those of you who are just — well — not as real as Noah Kagan. Spend some time on Godin’s blog, and try to mirror his short, stop-and-make-you-think, over-the-moon inspiring copy that makes your body tingle from all the endorphins his perfectly strung together words unleashed throughout your body.
4 places to steal copy:
- HubSpot’s Marketing Job Description Templates
- Kapost’s Content Marketing Dream Team ebook
- HubSpot Academy’s AMAZING new projects section
- Workable’s Job Descriptions
- Freelanship’s marketplace
Also include pretty visuals on your landing page.
Gorgeous Design = Stupid Simple + Easy-to-Follow Format + Captivating Visuals
Here are four fantastic job page designs examples:
And, here are two awesome landing page resources in case you get stuck:
After Publish (AP): Promote.
Just as your work isn’t over once you publish a blog post, your work is not over once you complete your job landing page because no one is going to find it if you don’t share it.
So when you are posting your next job ad, ask yourself where you are going to share it. Here are a few ideas:
- Niche community sites
- Job boards
- Social media
- Guest blog posts
- Slack groups