Hey! Have you had a chance to buy Employer Branding for Small Businesses yet? Because along with all the actionable advice and guidance in it, I thought I’d throw a cherry on top.
If you buy a physical book and email me a receipt or photo of you and the book, I’ll give you free access to the Employer Branding for Small Business video course. It’s three and a half hours of video training that normally sells for $450. All yours as a bonus.
Enjoy!
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What does a job posting need?
Does it need to describe the job?
Does it need to list skills/experience requirements?
Does it need to define the company?
Does it need to list company benefits?
You know what, we’re asking the wrong questions. The correct question is: What is the purpose of a job posting? Or rather, what do we want the job posting to do for us?
This isn’t as simple as it sounds. We often look to a job posting to serve many masters:
Be something that job seekers will find when they search.
Be something that serves as an introduction to the company.
Be something that filters out qualified candidates from others.
Be something that compels action.
Be something that leaves a positive brand impression.
(Am I missing anything?)
But I notice that what we want from a job posting and what we think a job posting requires don’t line up.
We want to filter out unqualified candidates, but is listing a series of bullets about what the job “requirements” are the only way to do that?
We want to leave a positive brand impression, but is boilerplate language about the company or a series of dry bullets about benefits the only way to make that happen?
We want people to find the job when they search, but is the job title the only way people search?
Job descriptions do a good job relative to the legal problem they were created to solve. But inheriting and repurposing job descriptions has limited our thinking. We can shout to anyone who will listen how job postings are meant to be commercials rather than legal requirements all we want. But it isn’t until we start from a clean sheet of paper and ask, “What do we want this to do?” will we create better job postings.
The same is true for job ads, career sites, social media content, employer brand videos, dashboard, you name it. Our worlds are evolving way faster than we can even understand, but we’re still trying to do our jobs using decades-old thinking (that was designed to solve some other problem).
When in doubt, ask if you can start from a clean sheet of paper.
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Are you looking for some free employer branding resources? I got you, buddy.
***This Newsletter Contains No ChatGPT***
-James Ellis [LinkedIn] [Website]
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