Ask any recruiter, and they’ll tell you the critical role that job postings play in attracting the right talent. Everything, from screening to interviewing to ongoing candidate engagement, starts with the job post.
Drawing from the experience and insight of industry experts Mike Seidle (CTO of Engagement Solutions at Daxtra), Katrina Kibben (CEO and Founder of Three Ears Media), and David Bernstein (VP of Partnerships at Daxtra) we’ve identified common pitfalls and gathered actionable tips to help companies create job postings that truly resonate with candidates.
The Importance of Effective Job Postings
In a tough job market, there can sometimes be a significant disconnect between effective marketing strategies and lackluster job postings. Poorly crafted job postings can sabotage recruiting efforts from the start, so bridging this gap is crucial.
“A great job posting answers two questions: (1) Do I want it? (2) Can I do it?” says Katrina. “If someone can’t answer those questions at the end of the job post, you won’t get a qualified applicant.”
This issue can also be compounded by the fact that many recruiters enter the field without formal training, leading to a lack of understanding about what makes a job posting effective and what information actually matters to candidates.
Common Mistakes in Job Postings
Here are a few common mistakes in job postings, and actionable advice to help improve them:
Mistake 1: Job Descriptions vs. Job Postings
There's a common confusion between job descriptions and job postings. While a job description is often a lengthy document filled with technical jargon, a job posting should be concise and engaging, designed to attract candidates.
How to fix it:
- Keep it concise: Focus on the key responsibilities and qualifications.
- Engage the reader: Use a friendly tone and avoid technical jargon.
Mistake 2: Length of Postings
Job postings are often too long, which can deter potential applicants. Brevity and clarity are essential to maintain candidates' interest.
How to fix it:
- Limit the length: Aim for 300-500 words.
- Use bullet points: Break down responsibilities and qualifications for easy reading.
Mistake 3: Overuse of Buzzwords
Job postings frequently rely on buzzwords that lack specificity. Terms like "highly collaborative team player" can mean different things in different contexts, and lead to confusion about what the company truly values.
How to fix it:
- Be specific: Clearly define what qualities and skills are essential.
- Avoid clichés: Use concrete examples to illustrate the desired attributes.
Job Postings and the Emotional Side of Job Seeking
The emotional aspect of job seeking cannot be overstated. Candidates are often in a vulnerable position, and it’s necessary to ensure they are valued and understood.
“I lost my job a few days before I bought a house,” recalls Katrina. “I tell this story when I speak about job postings, and here’s why: I went home and panicked - I had everything on the line. I remember going home, opening up the internet, typing in my job title and seeing lies and clichés (like, saying you needed 10 years of Facebook experience when Facebook hadn’t been around that long).”
“Every day, millions of people around the world have something that they’re willing to change everything for,” she said. “Because if you’re looking for a job, you’re saying something is wrong in my life and I’m willing to change everything down to the computer I touch everyday to change it. It’s like saying, “I will change anything if you just help me get out of here,” and the job posting is the first touch point if you want to stand out to those candidates.”
Showing empathy to acknowledge the challenge candidates face, and being transparent with clear and honest information about the role and the company will create a better experience for candidates and help you establish your company as a trusted brand.
A Four-Step Approach to Improving Job Postings
The importance of an effective job posting is clear—so how can recruiters and their organizations improve their job posting process?
“I think there are four areas where we can massively improve job postings,” Katrina says. Here, we’ll break down her four-step approach:
- Hiring Manager Intake
Instead of asking hiring managers for a list of skills, recruiters should engage hiring managers in a conversation about the experiences and qualities that would make a candidate successful in the role.
“We want to ask for people to imagine experiences this candidate has had that would qualify them for the role, not a list of skills,” Katrina said.
Asking a hiring manager for a list of skills can mean that they expect every candidate to have the complete list of skills—which can often detract from the value of a good quality candidate if they don’t check every box.
Understanding the hiring manager’s vision for the role and identifying the key experiences that will lead to success can set you up for success in planning your job postings.
- Job Title Optimization
It's crucial to use job titles that candidates are actually searching for to ensure visibility.
“If people don’t find your job, the best job posting in the world won’t work,” Katrina said.
Using tools like Google Trends can help you find popular job titles, and being clear and specific can make your jobs more easily searchable than more confusing or overly-creative titles would.
- Crafting a Job Pitch
Your pitch should motivate your candidates, and include information like why the company is hiring, the impact of the role, and the daily responsibilities of the role.
“A pitch should answer the three most important questions for motivating people. Number one, why are you hiring me and what impact do I have on your business? Number two, what am I going to do every day. And number three, what are the minimum requirements,” Katrina said.
“The minimum requirements are obvious, but I probably have to do the most teaching on that one—because minimum means that with the help of God, Google and a great mentor, you could not figure this out if you haven’t done it before,” she said.
If you’re able to explain how the role contributes to the company’s mission, and describe the day-to-day work of what candidates should expect in the role, you’re well on your way to creating effective job postings.
- Clear Requirements
“You should be able to explain the job in a way that could be understood by someone who has never done the work before,” said Katrina.
Job postings should clearly outline the minimum qualifications in a way that is accessible to candidates. Doing this helps candidates separate must-have skills from nice-to-have skills—which in turn, helps them answer the essential questions of “Can I do this?” and “Do I want to do this?”
How Job Postings Affect Candidate Engagement and the Candidate Experience
A job posting is the first step of the recruitment process, which then continues to include candidate engagement and candidate experience. As such, an ineffective job posting can affect how a candidate moves through the hiring process and impact your employer brand.
“The first impression for candidates is the job post,” says Mike Seidle. “If you start on the wrong foot with an ineffective job post, it’s like running a race from the starting line and tripping on your left foot.”
Ensuring that your job posting is clear and concise sets up realistic expectations. This means that both the recruiters and the candidates are set up for success as they move on to engaging the candidate, ensuring they’re a good fit for the role and eventually making a placement.
Looking Forward: Building Better Job Postings
Recruiting best practices are constantly changing. But, by addressing common pitfalls in job postings, focusing on clear communication, and refining job postings to make them accessible and attractive to the right talent, recruiters can not only attract qualified candidates but also foster a positive and inclusive hiring process.
Want to improve your candidates’ experience (and boost your brand) after they read your job description? Check out our tips on improving candidate experience for better hiring outcomes. Want to hear more from Mike, Katrina and David? Listen to their full conversation on YouTube.
