First impressions can be everything, especially in the job market. That’s why a job ad needs to be memorable, in a good way. As you’re filling new roles, tailor the ads to provide relevant details about the position and share why they should join your team.
Generic postings are often filled with fluffy language.
“Phrases like ‘rock star’ or ‘join our team/family/etc.’ are terms that are intended to seem cute or clever,” says Kyle Smith, CEO of HRKyle Services. “Job seekers are more skeptical than ever and interpret these phrases to mean the business isn’t professional, or they are desperate for help and will say anything.”
Other phrases, such as “competitive wages” and “fast-paced environment,” are common but share little about the role or company.
As you create postings, think about the nuances of this industry.
“Candidates in blue-collar roles are looking for plain, honest language – about the pay and benefits, about the work schedule, and about the kind of work they’ll actually be doing,” Smith says.
A good candidate should ask questions during the interview, but it doesn’t hurt to be proactive and share details in the posting or on your website’s career page.
Here are some topics to address:
- Does this company have winter layoffs? If the company offers snow removal or other winter projects, what kind of hours and workload can be expected that time of year?
- What kind of training is provided? Certain roles require a pesticide license or CDL, so make sure that’s communicated clearly.
- What are some opportunities for advancement? Highlight the potential paths in the posting or create testimonials from current employees. One example is a video that highlights careers in maintenance vs. installation.
- What are the work hours? Specify when overtime/extra hours may be expected of an employee and let them know if their hours will fluctuate.
- What benefits are provided?
- What types of equipment are used in this role?
- What is the uniform policy?
Some candidates will find the posting on the company website. Make sure the career page is appealing and has effective visuals. Photos or videos of employees working in the field or interacting with each other provide a personal touch that stands out.
In the job posting, explain the types of projects involved with their role and what is expected of them. What should they accomplish in the first 30, 60, and 90 days? A clear plan will keep everyone on the same page and promote accountability.
The ad should provide a clear set of qualifications. Include any physical demands, such as lifting 50 pounds and standing for long periods. Some qualifications may be preferred but not required, such as a degree.
Besides the content, a job ad should be easy to follow. Have distinct sections to summarize the role and outline its responsibilities. One mistake an employer can make is talking about what is expected of the employee without sharing why the employee should work for them.
“There is still some volatility in this industry and a lot of fly-by-night companies,” Smith adds. “Share what makes your company different.”
Reach your intended audience by listing your openings on NALP’s job board.
