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So you’ve got a job opening you want to post.  It’s simple, just copy and paste the job description, right?  Wrong!  A job description and a job posting are very different things.  While the job description is just that, a description of the detailed responsibilities and qualifications, a job posting is a marketing opportunity to advance your employer brand, attract the right applicants, and discourage the wrong ones.


  • Create an attention-grabbing introduction.
    • What makes this opportunity special?
    • What types of people should be excited?
  • Outline the high-level duties of the role.
    • Maximum 7-8 bullets
    • List only key and/or unique responsibilities
    • Make it action oriented and interesting
      • NO: This position is responsible for generating sales and servicing customers.
      • YES: You will actively close sales, provide exceptional customer service, and become a key player in ensuring the ongoing success of the company.
    • Highlight the most essential qualities you are looking for in an ideal candidate.
      • Maximum 5-6 bullets
      • Limit this to only the essentials
      • Be sure they are directly relevant to success in the role or in your company
    • Include a brief description of your company, your culture, and your benefits.
      • What makes you special?
      • What kind of environment should the candidate expect to walk into?
      • Why should top talent choose you over your competitors?
      • Share organizational values and culture


  • Don’t just copy and paste out of your job description. Each opportunity is unique and the posting should be truly reflective of the opportunity at hand.
  • Don’t be strictly business. This is your chance to get people excited about their future with you!
  • Don’t embellish or put out any statements that are too good to be true.
    • While this is a chance for you to crow about how great it is to work with you, you need to be open and honest about what people can expect from you and what you expect from them.
    • Don’t beat around the bush or make claims you can’t back up. For example, if it is common in your company for people to work in excess of 50 or 60 hours a week then you shouldn’t be boasting about work-life balance.
    • Remember, this is your opportunity to not only attract the right people but discourage the wrong ones.
  • Don’t be vague about flexibility. If you’re comfortable with having fully remote and/or hybrid employees, say so.  If you’d really rather have everyone working from the office, say so.  This is an important issue for more and more candidates.  Be honest!

Remember, this is a marketing opportunity for you to advance your brand as an employer.

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