- February 12, 2020
- Posted by: admin
- Category: Careers
So you’re ready to make your next hire and you’re looking for that right marketer who will help up your branding game, right? You know exactly what and who you’re looking for and now you just need to reach the right candidates.
And one of the most important resources you have to reel them in is the perfect job description. The one that says look no further, this is that dream job that you’ve been searching for so hurry up and apply!
It may sound easy, but it isn’t. Crafting a job description that’s genuine, inspiring and ridiculously on point requires strategy and style.
Here are five secrets to creating job descriptions that make marketers click ‘apply’:
1. Find the just-right job title
Getting the job title right is the most important part. It should be specific, representative of the role and also not too “creative.” If you’re posting positions looking for a marketing analytics ninja or a project management guru, you could be losing potential job candidates. Read what this Indeed blog post says about this:
“We know weird job titles can be fun and indicative of a more laid-back culture. However, without a cultural frame of reference, using them in job listings can affect how your posting does. Most people search for roles that match their skills and experience, and so, terms like ‘ninja’ and ‘rock star’ in job titles and descriptions can confuse job seekers and put them off from applying.”
You’ll also want to make sure your titles are transparent. For example, if you’re looking for someone who will write content on-demand but want other teammates to drive your content marketing strategy, then Copywriter might be a more authentic title for the position than Content Marketing Manager or Content Director. Make sure the title is in alignment with the exact skillset, experience and role you’re looking to bring to your marketing organization.
Don’t post a Marketing Specialist role if you’re really only able to compensate a Marketing Coordinator. And the same applies for not titling up enough. Don’t post a job description for a Marketing Strategist if you’re really searching for a Marketing Director to own your brand and strategy.
Nothing is more frustrating for a new hire than realizing months (or weeks) into a role that they signed up for a lot more (or less) than they were expecting based on the title and job description.
2. Start by making your company exciting to applicants
How? In a solid and concise paragraph or two, outline your company mission and what makes you different from other employers. Think in terms your ideal candidates would use that will resonate.
Think about your tone, level of formality and any buzz words that might come in handy in generating that extra hype. Reinforce the parts that would speak to the right candidate for the position.
Have your elevator pitch ready. Describe your company mission, why you’re doing what you do and how long you’ve been doing it. Share your standout achievements and pin them down with specific numbers and percentages. Are you a $150M revenue company? Share that, along with any awards that matter to potential candidates. Best place to work comes to mind, or Killer Content Marketing Awards to show marketers they’ll be working for an industry thought leader.
3. List as much of the day-to-day role as possible
Be as specific as possible about the goals for the position in your job description. Include the tasks and initiatives your upcoming hire will be measured on and try to avoid ambiguous blanket statements like and other responsibilities as assigned—or—non-specifics like branding exercises.
Drill down into the position and what the day-to-day role really entails so it will resonate with the right job candidates.
4. Share your ideal candidate
This makes it easy for the right job candidates to picture themselves in the role, while giving everyone a clear picture of what you’re looking for in your new role. In a paragraph or two, try to summarize these points to highlight the core traits you’re wanting for the position, and bonus, another list of traits that are ideal but not necessary.
Think about the competencies and skills you’re searching for, talents and strengths, strategy and style, experience and achievements and academic and professional background. Let candidates score some bonus points with nice-to-have traits that aren’t necessary, example: experience building out account based-marketing (ABM) programs.
5. Spell out compensation and benefits
Save your Recruiting team and applicants time in being completely transparent about the salary, benefits, company perks and opportunities for advancement they’ll have in their new position. Provide a realistic salary range, and possible a note on the experience that influence the range where applicants will fall on the pay scale.
This is more important than ever when the title is senior, but the pay isn’t necessarily in alignment, such as a marketing director role that pays $90K annually. Listing your range can save time for you and applicants who may want to double that.
Now you’re ready.
Good luck and don’t forget to have fun! Find the right tone for your culture whether that’s humorous and punchy or concise and conversational. A compelling job description makes your company and the position more approachable.
Meet the Author
Evelyn Vega is the Founder and President at Staffing Strong and the Past President of the Phoenix American Marketing Association. Since 1999, she’s made her career about supporting her clients in building meaningful careers and partnering with businesses in finding quality hires. In her free time Evelyn sits on various advisory boards and enjoys practicing on her drum set!