Rethink your job postings: Take a “get to do” approach
When writing job descriptions, it’s easy to fall into the trap of simply listing roles, responsibilities, and requirements. But this approach misses a key opportunity to get candidates truly excited about the position. Top talent wants to know what they’ll get to take on and achieve in the role.
The problem with “have-to” language
Job posts that focus heavily on duties like “must have X years of experience” or “will be responsible for Y and Z tasks” can make roles sound like a checklist of chores. This uninspiring framing fails to capture the purpose, impact, and meaning behind the work.
Overemphasizing what candidates “have to” bring to the table can also inadvertently filter out promising prospects who may not meet every single criterion but have impressive potential. An overly rigid requirements list overlooks intangible qualities like passion and drive.
To attract engaged, motivated candidates, flip the job description script. Highlight the opportunities, challenges, and rewards they’ll “get to” experience in the role. For example, include statements like:
You’ll drive strategic initiatives to increase market share.
You’ll launch innovative products that delight customers and disrupt the industry,
You’ll collaborate with cross-functional teams to solve mission-critical problems.
Emphasize how they will grow their skills, expand their experience, and make a meaningful impact on key objectives and initiatives. Then, supplement the job description with employee testimonials that convey the fulfilling aspects of the work. Have team members describe the most energizing projects they get to tackle and the accomplishments they are most proud of achieving. Bonus: Make the posting come to life with video!
By selling what candidates get to do and the impact they get to make, your job postings will generate far more enthusiasm and applications from qualified candidates seeking purposeful, rewarding work. Want to brainstorm how to re-frame your job posting strategy? Sunflower Talent Strategies is here to help.