Photo / Courtesy, Synergy Workforce Solutions
John Lewis, co-founder and managing partner of Synergy Workforce Solutions
Updated: November 22, 2024
Stop posting job descriptions. Sell the opportunity instead
By John Lewis, Synergy Workforce Solutions
Take a moment to read a random job post. Chances are it’s a copy-and-paste version of an internal job description — a dense, uninspired list of duties and qualifications.
While this might meet compliance standards, it falls flat as a tool to attract top talent. Job posts aren’t meant to be bureaucratic documents. They’re sales ads designed to engage, inspire and compel candidates to take action.
Too many employers miss the mark by recycling job descriptions that focus on company needs instead of candidate aspirations. To fix this, we need to reimagine job posts as marketing tools that reflect a strong employee value proposition and employer brand, informed by research and data.
Job descriptions versus job posts
The first step is understanding the difference. Job descriptions are internal tools outlining duties, responsibilities and qualifications to ensure compliance. While necessary, they aren’t designed to attract candidates.
Job posts, on the other hand, are candidate-facing tools meant to market the role, the company and the broader opportunity. A great job post communicates not just what the company needs but what the candidate stands to gain.
The role of employee value proposition and employer brand
A job post is a key expression of a company’s employee value proposition and employer brand. The employee value proposition answers the critical question, Why should someone work for you?
It’s the unique mix of benefits, values and experiences your organization offers.
Meanwhile, your employer brand reflects how your organization is perceived by potential and current employees. For example, a company focused on mentorship and career growth should highlight those elements in every job post. If these priorities are absent, candidates may assume the company lacks them altogether.
Data and research: The secret weapons
To craft job posts that resonate, you need to understand what candidates value most.
Surveys, analytics and market trends provide critical insights into candidate preferences and behaviors. Research might reveal that candidates in your talent pool(s) prioritize career advancement, financial wellness programs or leadership opportunities.
If analytics show that posts emphasizing mentorship generate more applications, you can shape future posts
accordingly.
Data also bridges the gap between perception and reality. If your company is known for cutting-edge innovation, but your job posts don’t reflect that, candidates won’t make the connection.
By identifying such disconnects, you can adjust your messaging to better align with what candidates want to see.
Crafting a job post that works
To stand out, job posts must connect candidates’ aspirations with your company’s mission. Here’s how:
- Start with an attention-grabbing opening. Lead with a question or statement that speaks to candidates’ goals.
- Highlight what sets you apart. Incorporate key aspects of your employee value proposition.
- Speak directly to candidates. Use conversational language.
- Focus on impact, not tasks. Show how the role contributes to your mission.
- Be transparent: Share salary ranges, benefits and growth opportunities.
- End with a strong call to action. Inspire urgency.
A win-win
When job posts are treated as sales ads, everyone wins. Employers attract the right talent while candidates feel valued and informed. Crafting data-driven, employee value proposition-focused posts isn’t just about filling roles. It’s about building lasting relationships with employees who align with your mission and values.
The next time you write a job post, ask yourself, "Am I selling the opportunity or just listing demands?" Because at its core, a job post isn't a task list — it’s an invitation. Let’s make it irresistible.
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