The first project of employer branding: writing a job description
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Employer branding July 30, 2019
7 min.
For some time now, we’ve been talking to you about a subject we’re passionate about: employer branding. Our last few eBangs covered the basics: employer branding and how to set up your strategy.
Now, it’s time to get down to business. Rewriting your job descriptions is an excellent way to get your first quick win after developing your employer branding strategy.
Why make an original job ad?
Why is it so essential to create original and striking job postings? It’s a question that many companies should seriously ask themselves. Too often, as soon as a new position opens, they fall into the trap of treating their job description as mere grocery lists. Lacking inspiration, they copy and paste bland, impersonal descriptions, without realizing they’re missing out on a golden opportunity.
Imagine this: you’ve spent hours crafting the most enticing bait for a day of fishing. But when it’s time to go, you leave them at home. Absurd, isn’t it? Well, that’s precisely what these companies do by neglecting to create original and captivating job offers that could reflect the true job experience they can provide.
In today’s environment, the applicants get the short end of the stick. At the time of writing, Indeed had 95,222 job postings in Quebec.
Faced with abundant opportunities, applicants can afford to be selective and look for attractive offers. An original advert is a powerful way to stand out and attract the most qualified and motivated talent.
Investing time and resources in creating original job descriptions is a wise investment for any company. It’s an opportunity to show your organization at its best and to let its personality and DNA shine through. Well-designed and attractive, it will enable you to attract applicants who share your values, identify with your corporate culture and are enthusiastic about joining your team. This heightens the chance of a good match as it helps pair the right talent to the proper role, reducing the risk of unsuccessful hires and staff turnover – certainly in line with your objectives!
Write a job description that attracts the right candidate
To begin with, it’s essential to put yourself in the job seekers’ shoes. Think about what motivates them, what they’re looking for in a job, and what makes them tick. You can tailor your job description to meet their specific expectations by understanding their needs and aspirations.
An attractive job posting should be clear, concise and convincing. Avoid vague, generic descriptions, and highlight the unique and exciting aspects of the role and your company. Show job seekers how this opportunity is different and why it matches their career goals.
Next, remember to highlight your corporate culture. Candidates often look for a work environment that would be a perfect fit, matching their values and lifestyle. Describe your company’s core values, work atmosphere, professional development opportunities and specific benefits you offer beyond the compensation. Base salary isn’t everything that matters. Create an engaging narrative that allows them to project themselves into your professional world.
Finally, pay attention to the importance of transparency. Candidates appreciate having a clear vision of what to expect in the role. Give them detailed information on job responsibilities, skills required, career prospects and benefits on offer. Open, honest communication builds candidates’ confidence and makes it easier for them to make a decision on where to apply.
Following this recipe for a job description that stands out will attract the best candidates into your net. All you have to do is repeat the operation whenever you need to publish a newly opened position!
Here are a few tips from Bang for a job offer that stands out to attract the best qualified candidates into your net.
Introduce your company in an attractive way
Unless you’re targeting a significant player in a specific industry, most candidates are looking for a job, not just an employer. That’s why it’s crucial to approach your presentation in a way that captures their interest. Instead of simply incorporating your company’s official description, take the time to focus on what makes your work environment unique and attractive.
Start by briefly presenting your company’s name, area of expertise and mission. But don’t stop there! Delve into the details and describe your company’s atmosphere and culture from the employees’ point of view. Explain how your teams work together collaboratively and dynamically. Describe a typical day at your company, highlighting the stimulating projects and exciting challenges your employees face.
Remember to highlight the values guiding your actions and how they manifest themselves in your daily work. Show candidates that your company values innovation, social responsibility, diversity, and inclusion. By sharing this information, you enable candidates to understand your corporate culture and determine whether it matches their values and career aspirations.
Review your requirements
When writing your job offer, it’s essential to carefully review your requirements so as not to exclude qualified candidates. If you design your ad as an exhaustive wish list, you risk unnecessarily restricting your pool of potential candidates. Effective job descriptions focus on the essential elements of the job and the profile sought.
In the requirements section, limit yourself to the skills and qualifications essential to successfully fill the position. If specific skills can be acquired or developed along the way, mentioning them in the assets or advantages section is best. This will give you a complete picture of the job while providing an opening for candidates who may possess transferable skills or be ready to acquire new ones.
Adopting a more flexible approach to your requirements opens the door to a broader range of qualified and talented candidates. By prioritizing core competencies and offering development opportunities, you’ll be able to attract motivated candidates eager to take on new challenges within your company.
Read also: Employer branding and HR marketing: the ultimate guide
Pay attention to the text
When writing your job descriptions, paying particular attention to the text to maximize their impact is essential. First of all, make sure the title of your ads is aligned with the vocabulary used by the candidates you want to attract. Performing a brief SEO search will enable you to target relevant keywords and optimize the visibility of your ads on search engines. After all, with the correct phrases and a compelling job description, you can avoid going unnoticed.
Next, ensure that your job offer’s text reflects your employer brand and company’s identity, and is adapted to your target audience. Your tone and vocabulary may vary from job to job, but they should always align with your company’s brand image. It’s important to speak directly to the candidate and convince them that your company is an employer of choice.
Also, remember to inject a dose of personality into every section of your job ad, from the title to the list of benefits. For example, instead of using a generic title such as “Job duties and responsibilities,” opt for a more engaging approach with a sub-heading such as “Daily, you will meet the following challenges.” Adding a touch of creativity and personality will pique candidates’ interest and encourage them to learn more about the opportunities your company has to offer.
Share your vacancies
A well-orchestrated promotional campaign can be instrumental if you want to fill vacancies quickly. Feel free to share your ads on platforms such as Facebook and LinkedIn, but remember the importance of taking care with the presentation of your publications. In fact, the choice of photo and the writing of the text must be just as meticulous as the design of your job ad itself. At a glance, your publication must capture the attention of Internet users. It must be attractive enough to attract clicks, applications and even shares.
Our advice: forget the generic, whether in the choice of photos or in the drafting of texts. It’s even better if you have the option of having custom illustrations created. They’ll stand out particularly well in the flood of news. The tone and personality expressed in these publications should be consistent with those used in the job ad, creating continuity in the candidate experience. By cultivating a distinctive visual and editorial identity and adding a touch of creativity, you’ll attract the attention of job seekers, encouraging them to explore further the opportunities you offer.
In short, creating original, striking and clear job descriptions is crucial in attracting top talent and arousing their interest in joining your company. Remember to consider the impact of a well-thought-out, differentiating ad in a competitive job market. It’s your opportunity to stand out from the crowd, attract quality candidates and put your company on the map for top talent.
Consider this document an advertisement, a marketing text, first and foremost! And if you lack inspiration, you can always count on us to create a template that will leave no one indifferent!
