What’s Your Story? — Improving Job Descriptions
Imagine you are a gainfully employed, talented, and successful individual who is passively looking at new opportunities. Unfortunately, all you see are countless job openings with vague job titles and descriptions consisting of catch phrases and jargon followed by lists of “Job Duties and Responsibilities” that read like a bad resumé. You don’t recognize the name of the company and they provide no history or description. You have no idea how much the position pays or what type of benefits package they might be offering. You click through to their company page only to be confronted with what appears to be a 32 page application for a job you assume you do not want.
This is perhaps a worst-case example. However, some recruiters are still under the false assumption that it is an “employer’s market”. And many companies have yet to consider taking what they know of consumer marketing and applying it to how they handle and promote their human resources and talent.
Job advertisements are often a candidate’s introduction to your company, and they provide the basis for first impressions and reputations. Therefore, it is essential to remember that you are not merely ‘advertising your job openings.’
More importantly — YOU ARE MARKETING YOUR COMPANY’S BRAND.
Quite simply, your employer brand is your organization’s reputation as an employer — including the way your company’s prospective applicants, candidates, and employees perceive you. A strong employer brand should clearly articulate your company’s culture, its focus and its values, while providing individuals with an attractive incentive to want to join and contribute to your organization.
Your employer brand is also a promise of value. A well executed brand proposition will show where your company stands as an employer, by highlighting the positive aspects that differentiate your organization from the competition.
It will also clearly define the ‘give and get’ of the employment relationship — balancing the value that employees are expected to contribute with the value from employment that they can expect in return.