How to Sculpt a Job Posting

Someone made a comment on a Twitter chat session that recruiters are terrible resume writers. I tend to agree. It is ironic that people who are buried daily in resumes get stuck in writing their own and often need coaching to get it right. It isn’t because they are not expert in analyzing every detail to match up skills with job specifications. On the contrary it is exactly because of that reason: they are so close to the situation it becomes difficult to read their own resumes through someone else’s eyes. Similarly, HR people in general also have a hard time seeing job postings through the candidates’ eyes. To job analysts the description must reflect a measure against benchmarks to arrive at a relative job level and compensation range. The recruiter is all about the details of the job from the hiring manager’s perspective and focuses on all the gory details of the job which “must” be done. When transposed into a posting that is outward-facing to candidates it is often a compromise document with some elements of several perspectives…except the candidates’.

“Every block of stone has a statue inside it and it is the task of the sculptor to discover it.” – Michelangelo

Sculpting a meaningful external job posting must first involve selection of the raw marble to be carved. The very underpinnings of the final product begin with everything that will be in the published job description and no flaws that could cause it to fall apart. Chiseling away the parts that don’t belong is a tedious and precise process that is extremely labor intensive and each step requires a detailed vision of the final product. Finally, the rough edges are smoothed over to make a flawless item that can be viewed and admired by all who see it.

Selecting the Marble – There are key elements that must be considered for all job postings. At the beginning it requires a brainstorming type of approach to select all possible attributes with an eye to the final posting.

• Job Title: This has to be a meaningful externally understood concept and not a level within some internal salary band. Engineer II means nothing. Java Software Engineer is more descriptive but could actually be more precise if needed.
• Company Description: This explains what the company does and describes its products. Proper branding would include key value propositions and common goals for employees.
• Job Description: Tells the candidate what can be expected in terms of responsibilities and the work the individual will be doing on a daily basis. This should also define success in terms of the job functions.
• Bona Fide Occupational Qualifications: The required skills, traits and qualifications necessary to successfully perform the duties of the job.
• Keywords: Within the parameters of other paragraphs, especially in the description and qualifications, use searchable keywords to be used by candidate searches.
• Company Provided Benefits: Briefly outlines aspects of total compensation beyond base salary, including any perks that would distinguish the company from its competition.
• Conditions of Employment: Required prehire clearances such as a government security clearance or drug screening.
• How to Apply: Encourage applicants to utilize the most efficient way to get in front of hiring managers, usually an online application. Mention any restrictions, such as no phone calls, pdf files or faxes unless these are encouraged.

Chiseling – To shape the message from the bare basics requires a type of genius that envisions the final composition as it will be seen by others.

• Walk away from HR-speak and ignore the so-called essential elements placed there by comp analysts as that will be lost on those who do not understand the mechanics of job leveling. Job seekers should appreciate the fact that behind the scenes someone has created a career progression and figured out how to rank-order distinctly separate jobs so that there is never a dead end. At the initial hiring end of the spectrum this should be totally transparent and is not relevant to the message of the job posting…that can be addressed in the final message when discussing a hire.
• It is also important to remove the motherhood-and-apple-pie language that has nothing to do with this specific job. EVERY job must have people with “good communications skills” and “works well in teams.” Some hiring manager will act like you are cutting out their heart, but the fluff has to go. Examine every point intelligently, critically and even sarcastically. Since there will be cynics and disgruntled job seekers reading the final product it pays to begin the process of editing out their targets here.
• At this middle phase of carving, it is important to understand the perspective of the final intended audience. It is the height of arrogance to assume that the universe revolves around this company’s perspective of such a job. Question where the best candidates will come from and create a path to their next step as if it were in their current environment…only better. If it looks too different from reality there is a risk it can be seen as either strange or out of touch.
• While editing the basics, never lose sight of the fact that the end purpose of this creation is to accurately describe the position and to attract the best candidates. Anything else doesn’t belong. This guides every step of the chiseling process.

Polishing – The rough cut job posting will have the basic form and at this point the sharp edges need to be smoothed down and made more attractive. Just as language can enhance the smoothness of the message it can also be a jagged edge that distracts from it.

• Encourage candidates to follow their passions. If you have done your homework you know what motivates the type of person you want to hire. Be the place that can fulfill their dreams by describing the job in compelling terms they cannot walk away from. “I am looking for software engineers” is not the final message if it is more enticing to say, “I am looking for software engineers to join a new multimedia team to…” Separate the joiners from the doers with your message.
• Bullet points should be crisp, understandable, free of jargon and to the point. Just as a candidate’s resume only gets them into the door for a conversation, the job posting only starts the process for recruiting. There will always be a between-the-lines message that must be discussed in person. It can be a major distraction to try to cover everything in this first message.
• Include a dynamic call to action repeatedly in the message. Make them an offer they can’t refuse and then open all channels that are logistically possible to communicate with them to take it to the next level.

If you began reading this with the idea that there would be a template to follow toward a perfect job posting then you are probably very disappointed. I have templates I use which allow me to be time conscious in a crunch (or when I’m feeling lazy) and “’get by” but my advice is not to make a company’s entire body of job postings look the same. If you are advertising from a templated mindset, don’t be surprised by the cookie-cutter response you will receive.

Look at your final product. Are you proud of what you have created? If not, start over. There is a legend explaining a flaw in the knee of the marble statue of Moses by Michelangelo. It is said that he was so moved by the lifelike image he had created he threw his chisel and screamed, “Perché non parli? (Why don’t you talk?).” Writing a job posting is an art. If you don’t feel the passion it will become drudgery and mundane. Your attitude will show through.