Job Descriptions + Employer Branding = Recruitment Success 

Job descriptions are one of the most important tools in a recruiter’s box. Get them right and you find a flurry of applications in your inbox, get them wrong and you watch a tumbleweed pass by.

Want more of the former and less of the latter? 

The role of a job description

Job descriptions are designed to tell job seekers about a role: what it entails, what experience applicants need, what they’ll get in return, and what it’s like working for your business.

That much we all know, but what a lot of employers gloss over is their importance in creating a hiring brand. What’s that? It’s how outsiders view your company as a place to work and your employee value proposition. It’s essential.

Think of it this way, your business’ value proposition exists so that when customers land on your product’s page they hit ‘Buy now’. Well, your employee’s is no different; your aim is for them to land on your vacancy and click ‘Apply’. 

Why’s it so important?

You can be the biggest and best business in your industry and turnover over millions a month, but if your recruitment reputation is in the gutter, nowadays, that’s not always enough to attract top talent.

Big-name brands might look good on their CV, but office cultures are starting to increasingly trump that and your hiring brand is one way to let everyone know about yours. 

Did you know? 75% of job seekers consider an employer’s brand before filling out an application? 

Employer branding: the benefits

  • Stand out from the crowd
  • Attract more candidates
  • Appeal to better candidates
  • Keep existing employees interested
  • Reduce cost per hire
  • Lower your employee turnover

How to infuse your hiring brand into your job descriptions

Now, this is where you can get creative. Every business is different so there’s no such thing as a template, but here’s a bit of food for thought to get you going.

  1. Reflect your personality

If you’re a laid back bunch, like a laugh and don’t take yourself too seriously, make sure that shines through in the tone of your job description.

For example, saying: “If you work at My Company Ltd. you will be able to benefit from plenty of career progression opportunities and you will also be given the option to attend annual trade shows”, doesn’t exactly mirror that.

This, on the other hand, does: “Here at My Company, we’re all about helping our people progress and every year we take the team to an awesome annual trade show.”

And remember, your tone can impact every element of the job description – perks, team dynamics, benefits, scope, the lot: it’s not always what you say, but how you say it.

  1. Dare to be different

If you want people to think you’re different, act differently. Don’t be afraid to stray from what’s considered a ‘normal’ job description, and think about how you can stamp your company’s branding on different elements.

Here are a few ideas:

Embed/share their Glassdoor reviews vs Get some colleagues behind the camera and ask them to give their reviews out loud

List their office perks (like table tennis, bake sales, early finishes on a Friday) vs Create a collage of all these things in action to show candidates they actually happen.

List the tasks successful candidates will be doing, like ‘meeting tight deadlines’, ‘liaising with different departments’ and ‘creating artwork for print publication vs List stuff they won’t be doing (that might deter them if they did) like: you won’t be sitting around waiting for sign-off, you won’t be stuck on the same project for months on end, and you won’t have your hand held.

List the qualifications and skills candidates need vs as well as your serious skills, have a bit of fun with light-hearted additions like ‘must be able to make a decent brew’, ‘mustn’t contribute to the treats table with vegetables’ and ‘must be able to endure variable levels of banter’.

  1. Use an unusual job title

Before we dive in with this one we will caveat there are some cons – we will cover those in a minute though.

Odd job descriptions are becoming more and more of a thing and there’s a reason; they attract attention, in fact, sometimes they even go viral. Here are 10 of craziest ones around:

    1. Beverage Dissemination Office (Bartender)
    2. Digital Overlord (Website Manager)
    3. Retail Jedi (Shop Assistant)
    4. Chief Chatter (Call Centre Manager)
    5. Problem Wrangler (Counsellor)
    6. Dream Alchemist (Head of Creative)
    7. Twisted Brother (Balloon Artist)
    8. Brand Evangelist (Marketing Brand Manager)
    9. Conversation Architect (Digital Marketing Manager)
    10. Grand Master of Underlings (Deputy Manager)

Pros:

  • Show off your personality before people even click into your job description and increase the odds of both you and them finding a good cultural fit.
  • Let’s be honest, even if just out of curiosity, you’d be more inclined to click on some of the creative titles over their straightforward counterparts, wouldn’t you? The job market’s tough and anything you can do to grab attention is a big plus.

Cons:

  • You might cause confusion and disconnect the job’s title from its responsibilities (if you craft your job description right this shouldn’t be a problem though).
  • A Call Centre Manager’s hardly likely to search for ‘Chief Chatter’ on a job board and it could cause your listing to be missed from their search results, meaning you might lose out on quality talent.
  • If people can’t grasp what your vacancy is at a glance it might have the opposite effect and turn them away from your listing.

If you’re struggling to find the perfect person for your position, why not see how we can help? Our approach is unique, our track record speaks for itself and our clients couldn’t agree more – see how it all works here.