Why most job posts are just bad advertising
Unappealing advertising can be worse than none at all. Think about the average job ads that you see on most career sites. Would anyone be excited to work there based on those ads? It is perplexing why companies that devote so much careful attention to their branding can justify producing job ads that present a dry, unoriginal or, at best, mediocre picture of the company. These generic postings are not only boring, they are simply poor advertising for the company.
Employee referrals help companies attract great talent because referred candidates trust their friends to suggest good job opportunities. However, when a referred candidate finds a completely generic job description that lacks emotional appeal, it can deter them from applying.
Every bit of content your company puts out there broadcasts a message not only to potential clients, but also to active and passive job-seekers. This is why job posts are an important channel of communication with your candidates that should welcome them and provide them with invaluable insight into your company culture.
Jobs ads should make people say, “That’s where I need to work!” even if they aren’t looking for a job at the moment. Just as the best on-line marketing spotlights what makes a product great, every single job description that your company posts should craft a compelling story about what makes that position stellar.
Even if your company lacks the brand recognition of a Fortune 500 firm, you will attract the best team with a creative, honest and intriguing description of the company’s mission, team and culture. Candidates care a great deal about the people they will be working with, the projects they will potentially be involved in, and the perks they may receive once they join your team. Why not showcase these aspects in a concise and visual manner?
Most importantly, your job postings should be treated as a key component of your overall employer brand strategy. Whether you realize or not, you already have an employer brand — it is at the heart of why your current employees excel at their work and take pride in their company. To attract top talent, what you need is a compelling way to communicate your brand to potential candidates, and plain old job posts are simply not the best way to go.
Written by Artem Kroupenev, COO of www.choozerjobs.com
