Your recruitment message works like it should when it convinces your ideal applicant to apply.
Furtner more, your job post should also convince a less ideal job seeker to opt out. Choose not to apply for this role as it would be time wasted for both parties.
How well do you think your job posts are doing the job they are meant for?
Writing job posts is the most common talent marketing task in an organization that employs. For many companies it is the only talent marketing task they do.
An informative and inspiring career site helps your job posts to do their job. But the less other information there are available, the more critical role your recruitment message has.
The problem is, most job posts do a terrible job.
A lazy job posts kicks off a recruitment process that is very likely to fail. Fail completely or end up in a compromise hire.
Imagine if you could make a huge difference to the outcome simply by knowing how to write a job post that convinces and converts your ideal applicants to choose your job?
The role of a job post
Needless to say, every job post, be it in a form of a recruitment advert or a post on our own website, is a marketing message.
Your recruitment message must inform, inspire and convince to take the required time and act on it before the due date for applications.
When an active job seeker reads job posts, they don’t really read. They browse.
That’s why your recruitment message needs to be browsable. And even your headlines and subtitles must urge the browser to give your post more time.
A job post works well when it communicates clearly:
- What will success look like in this role.
- In which ways your company promises to help the new employee deliver the expected results of this role.
- What are the work-to-life riddles this offer will resolve for your ideal applicant.
- In which ways will your product called a Unique Employee Experience in your company make life better for your employees.
In other words, your job post needs to clarify two things:
(1) What it takes to thrive in this role?
(2) How is your business going to help this person to succeed today and in the future.
Why words matter a lot
The words you choose for your job post matter.
Just think about yourself. Why does some articles capture your attention and keep it until the very end? And why other text only push you away and kill your desire to know more?
It is how the text is written and what words are chosen.
Simply to put it, if you are a very detail-oriented person, you are likely to enjoy going into nitty-grittier.
If you are better with big pictures, your attention is going to be killed with text too heavy to read.
The same goes with roles that require creativity, thinking outside the box and are development heavy. Your ideal applicant is likely to enjoy a more descriptive writing style helping them to visualize what the opportunity might mean.
Learning more about work personalities helps you to become a better writer of job posts.
Understanding behavior puts you in a better place to choose words and an ideal writing style for the reader.
What makes a recruitment message convincing enough to take action?
Depending how active your ideal applicant happens to be as a job seeker when you start your recruitment process, they might browse through a lot of recruitment posts or not really bother at all.
You need to know which is likely to be the case.
A convincing job post:
- Is targeted for your ideal applicants only.
- Clarifies to which Work-to-Life Riddle your offer is a resolution.
- Clearly states what success looks like in this role after the first 6 months and then after the first year. This is key.
- Explains the relevant [for the ideal applicant] features of your product called a Unique Employee Experience in your organization.
- Calls action with a deadline for applications.
A good recruitment message is convincing enough to get the ideal applicant to take action.
But that’s not all. A good recruitment messages is also informative enough to turn off job seekers who are not ideal for your role.
Both scenarios are equally important outcomes for your business. You don’t want too many applicants either for the process.
When your hiring process is applicant-heavy, cost of hire increases, time to hire is longer and there is a higher risk for negative candidate experiences hurting your employer image.
It is not ideal to get a lot of applications.
It is ideal to have about 3-5 interesting candidates for each opening.
That’s all your business needs.
To get there, start learning how to formulate your recruitment communication to:
- Attracts ideal applicants.
- Helps the less ideal to opt-out.
- Convince the right ones to prioritize your vacancy.