What is the first connection and engagement point between your future colleague and your company?
Yes, it can be a random meeting at a cafe, a networking meeting at a conference, an introduction of another colleague in the company, or the company’s website. However, in most cases potential employees have their first “interaction” with a company and the job they seek through a job post. Therefore, how you design, publish, and share your job post is likely to influence the quantity and quality of applicants that you will receive. And this is why it is important to pay much attention to opening a new job post.
Unfortunately, in many companies team leads, HR managers, and recruiters do not have sufficient time to design an appealing and engaging job post, as they are swamped in other activities. Creating and managing job posts is usually close to the end of their “to do” lists. This results in them being rather generic, unclear, with loads of complex textual description and little insight on what the job is about. Basically, job posts of one company show little difference in uniqueness and attractiveness from the ones of another. This is especially true for environmental jobs where it is hard to describe such jobs as environmental economist, smart energy developer, land use manager, environmental consultant, etc. due to the complexity of both background needed and tasks to be done on the job. Just take a look at Environment Jobs to see what we mean.
There was a time in our experience in previous startups and an environmental organization, when we fell into the trap of “boring job posts” ourselves. Due to lack of recruitment skills and available time we created long text-based job posts that had brought us one or two applicants, who turned out to be not quite suitable for the jobs we had offered. Since then we have learnt a lot from both our mistakes, experiments, and advice. And now we would like to help you not to repeat such mistakes and design attractive and engaging job posts right from the start. We will do it in the format of DON’Ts and DOs.
DON’T: Rely on pure textual information to present your job and make the job post look like an essay or a PhD dissertation.
DO: Mix text with visual support illustrating the role a candidate will take, tasks expected from him/her, benefits and value to be received, and critical requirements to be met to get that job.
DON’T: Put generic pictures with happy smiling people and their laptops that show basically nothing about your job.
DO: Work with your marketing department to make appealing photos of your colleagues doing exactly what you expect a potential employee to do at the job you promote.
DON’T: Design your job post as a single continuous block of text and images, where it is easy for a candidate to get lost.
DO: Divide the contents of the job post into separate well-organized blocks that allow the candidate to “discover” your job block by block.
DON’T: Write long list of generic tasks that a candidate might understand but from which will not get a concrete impression of what the job is about (you will work in an office and do office work).
DO: Present very concrete expectations of what a candidate should do if he/she gets the job, if possible, with time frames, deadlines, and references to your company’s activity.
DON’T: Go into extremes of presenting either very generic requirements (you need to be a human, have higher studies, be able to work in a team, etc.) or impossibly strict ones (we require you to have the Master degree in biochemistry of ecosystems interaction and be able to conduct multidimensional analysis of cross-sectoral socio-economic valuation of biochemical processes in volcanic ecosystems).
DO: Balance the level of restrictiveness of your requirements, focus on the critical ones, and omit generic ones.
DON’T: Brag about the general achievements of your company that are not really related to the job you promote (we have installed thousands of super-efficient wind turbines all over the eastern coast of Europe; and we need you to sit in the office and calculate how much energy we waste from our old coffee-machines).
DO: Focus the description of benefits of your job on exactly what has your company achieved in direct relation to it, what it plans to accomplish, how you are expected to contribute to it, and the list of concrete perks your potential employee will receive from the job.
- Call to Action (CTA):
DON’T: Design the CTA and the application process in a “traditional” complex way (first, go to www.company.com/long_complex_confusing_link.html and fill in the on-line application form; then, send you CV and motivation letter to firstname.lastname@example.org; finally, pass a number of tests and wait till the generic reply from us; please don’t call us, we’ll call you) or, even worse, miss the CTA in your job post ( ).
DO: Add an appealing and engaging CTA, consisting of a simple yet attractive phrase and one simple action, like pressing a single button to go through the application process.
These are some of the key lessons we have learnt from our experience of designing environmental job posts and reviewing the ones of other companies. If you have additional DON’Ts and DOs to add to this list, do share them for us and other readers to learn from!
Last but not least, if you would like to design attractive and engaging environmental jobs with the application form and candidate pre-selection tool integrated in them, we offer you to try the ENVERACE pre-selection tool. Contact us by e-mail email@example.com or via our website to experiment with it for free.