With the pandemic slowing down hiring in many sectors, there is an opportunity to finally tackle critical projects that have been put off due to the previously tight job market. We think job descriptions should rank at the top of any employment brand efforts. Turning your requisitions into actual, compelling advertisements can impact your hiring in several ways: quality, quantity, and candidate experience. They'll be better targeted, convert the right candidates, and serve as one of your brand's major touch-points. So let's get to it - 5 quick bites to think about as you begin your JD rewrite project.

1. Clarify the Position

Spend time with the hiring manager to truly understand the job. This meeting has many names intake, strategy or kick-off call it whatever you want. Just make sure you take the time to truly understand the role and push back on unrealistic requirements or salary expectations. You need to establish your expertise with the hiring manager so that you build trust in the relationship.

2. Understand the Problem

What is your problem with this recruiting effort? Do you have two many candidates, and you're are spending your time screening out unqualified people? Do you not have a single applicant and the position has been open for a week? If you need more candidates than you need to highlight the positives within the position. If you need to eliminate applicants you should highlight the challenges and reasons people ending up declining the position.

3. Tell the Truth

There is where we say be authentic. What we are really saying is tell the truth. Glossing over less appealing aspects of the role, overselling, overpromising - all of that. Don't do it. You want to sell the opportunity, yes, but if it's overdone you may well wind up with someone who "bought" your brilliant ad copy, only to feel let down that the reality of the role is so far from what you'd portrayed. So, as an example, for a late-shift role: "Yup, this is the graveyard shift - not everyone wants it. But for those who do, it's a great role. We'll give you autonomy and support, and the chance to work with other night owls. Birds of a feather, flocking together. Over coffee. At 2 am." NOW the candidate has a clear understanding that they're going to be expected to work nights. You filter out people who can't work that shift, and get to focus on those who can.

4. A Word About SEO

If you want your job ad to be found amongst your competitors search engine optimization SEO is important. The first 100 words of a job ad should not be your company bio but rather a compelling introduction that includes the major keywords of the position description. Most candidates are looking for jobs that match their skills, not companies. If they're that into you, they're on your career site. You want the ones who are typing in "actuarial night shift jobs in Fargo". Make sure Google can find you, first, and serve that job right up to that math-friendly night owl in North Dakota.

5. Pulling it All Together

You've set up your requirements and turned them into ad copy that sells but doesn't lie. Job seekers can find you. Now: start your campaign. Create a few different versions of some of your roles, play around a bit with length and language, and test them. Put your new creations out into the wild, and see which ones perform better. This is where you start to adapt and grow - the foundation is set, you just need to build on it. Go get 'em.