Writing a good job description summary will help your company stand out and attract the right talent to the open job.
A good job summary should do more than list a set of requirements. It should tell the reader why the opportunity is worth their investment of time, effort and focus. Too many companies lead with “A leading provider of…” and neglect to bring up company mission, vision, and values. Weave a compelling narrative. Talk about how awesome it is to work in your company. Stand out.
Tell people what they will learn working with you. If you are a funded startup, talk about building something new. Talk about how awesome and fun and hard it is. Talk about how it’s extremely fulfilling and full of purpose and meaning. Tell people about the founder or founding team – and the dream or problem that planted the initial idea. If you have executives with been-there-done-that experience, weave that into the job summary. If you have a bunch of first timers running with scissors – and have lots of extra scissors and band aids – tell people about the open, flexible and fast-paced nature of the business.
Sell the job opportunity but speak to hearts and minds.
Talk about the opportunity, and tell people about the market you are attacking. Mention recent VC funding and the problem you are solving that everyone agrees is a great problem to solve. Speak to the heart by going on about the public service or good you are providing – or how you are serving those less fortunate or saving lives or educating people and creating a better world.
For many, jobs are simply too small. It’s important to sell the larger opportunity to attract the right talent. If you sell watches, don’t stop at timepieces. Talk about how you make the little things better. (http://www.nixon.com/about/) Or talk about your culture (https://www.warbyparker.com/culture).
If you are hiring into an already established emerging or mid-market organization, the same should apply. Talk about the company and how fast it’s grown, what it sells, the market it serves, the pain that heals. Talk about people who have come in through the front doors to work, and survived and went on through to live successful lives inside other great organizations. Tell people about the team or about the employer and the brand.
Help people imagine what it’s like to be in the role.
Provide useful insight into what working in the job might be like. If you have great office space and it’s conveniently located near a subway or train or bike path, mention it. If you have 99 restaurants within one square mile of your office, that is worthwhile and interesting. Are you walking distance to a beautiful park system? Or maybe you have a professional learning environment with some of the best mentors and coaches in the area all working inside the company. Tell people about it.
Speak to the right audience or persona.
Most summaries are 4-15 lines and made up of only a few short sentences, so you can’t share it all. Sell to the audience or persona you want to attract. You can always expand in much more detail on your career section of your website. It’s important to figure out what’s going to appeal to the right candidates you are trying to attract. (Don’t forget to personalize each summary to each persona or audience).
Note: See how EverFi uses their career page opening sentences to appeal directly to hearts and minds.
Don’t forget to add a link to your site at the end of your job summary. Your job posting might start on your career portal, but it will eventually be pushed to a job board, and maybe even end up on job boards around the globe. It’s important to have that link to your website so people can find their way home.
Need help crafting a good job description?
Need to communicate your employer brand and weave a compelling narrative into your summaries to engage talent and build around your competitive advantage? Contact us to craft a quality job summary, find your true narrative, or explain the job opportunity. We’ll be happy to help you move forward.