7 Writing Tips for Job Descriptions which Attract Marketing Professionals
With 2021 just around the corner, the trends in human resource management and candidate attraction have shifted drastically. This is especially true for dynamic in-development industries such as digital marketing and IT.
According to Finances Online, 66% of millennials were prepared to leave their jobs in 2020 for better salaries and benefits – loyalty has been redefined considerably. It is no longer enough to simply provide your staff with stable employment and call it a day – competitive employment benefits and development opportunities matter.
Likewise, Small Biz Genius reported that 54% of HR professionals said work flexibility encourages retention, while 51% agree that it also attracts good candidates. That being said, how do the current job market trends translate to hiring marketing professionals for your business? How can you write an attractive job description which will ensure that the right candidates apply for your interview as we move closer to 2021?
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Why Writing a Compelling Job Description Matters
To get a better understanding of how to write a good job description, let’s start with the “why” of the matter. For better or worse, your business is one of many in the same competitive industry. Your competition needs marketing professionals just like you do – so, what makes your company a better employment prospect?
In practice, job posts act as ads for potential candidates to consider whether or not to apply for the said job position. You need to sell your company and business ideas to candidates in a manner that will entice them to reach out to you about employment. Writing your job descriptions for marketing professionals properly will net you several practical benefits, including:
- Outline of specific duties related to the job position
- Piqué the interest of potential candidates to reach out
- Point of reference for candidate interviews
- Set clear standards of which candidates you are looking for
- Easily filter out unviable candidates early in the hiring process
- Streamlined hiring process which leads to candidate onboarding quickly
Writing Tips for Marketing Professional Job Descriptions
1. Treat the Job Title as the “Hook”
Marketing is a vast field filled with possible niches and specializations. Simply stating that you need a “marketing expert” won’t do if you want to attract a professional. Instead, try to define the job title as specifically as possible given its role in your company. Some of the marketing specializations you can try integrating into your job title are:
- Social media marketer
- Email marketer
- Content writer and SEO specialist
- Digital content manager
- Digital community manager
- Copywriter
The specific job title you come up with will serve two purposes. Your candidates will have a much easier time crafting a resume that suits your needs if they know what you are looking for. Likewise, it will help you organize incoming job applications into groups based on their background for easier interviewing and selection later on.
2. Write a Personalized Company Invitation
Following the official job title, you should provide potential candidates with a formal invitation to submit their applications for the opening. This paragraph can consist of basic information about your company, its business portfolio and how well-established it is on the local market.
While it doesn’t directly relate to the job description, it is still considered a cordial formality to introduce your company to potential candidates. Writing platforms such as Grammarly and Readable, or those which provide custom coursework writing services, can help you edit this section of the job description.
3. Limit your Use of Abbreviations
The marketing industry is specific for its abundance of abbreviations and niche terminology. While you may want to attract marketing professionals (those familiar with abbreviations), you should still avoid using them as much as possible. Instead of writing “CRM”, say “Customer Relationship Management” – the same applies to any other marketing term you may want to write into the job description.
Relying on niche lingo too much in your job post can paint a negative image of your company to potential candidates. They will think you either know a lot about the industry or have simply copied the most popular industry terms into the post.
4. List the Job Position’s Responsibilities
What are the primary and secondary responsibilities in regards to the job opening? Potential candidates, especially marketing professionals with experience in the industry, will want to know the specifics of what they are applying for. You can consult a senior employee or department manager about the job position and which activities the person would be in charge of.
Involving current employees into the job description writing process can be beneficial for a variety of reasons, including giving them agency over who is hired. This section of the job description can help filter out candidates even further since individuals who lack the necessary know-how simply won’t apply.
5. Be Specific about Skill Requirements
Which hard and soft skills do you require from optimal marketing professional? Each candidate who applies for your job opening will inherently exhibit different skills, competencies and professional development interests.
Make it easy for potential candidates to gauge whether your company is good for them by listing the specific skills you need for the job. Hard skills related to marketing typically involve specific software competencies (Office, Mail Chimp, etc.) while soft skills relate to teamwork, creativity and time management. Again, it’s best to consult the marketing professional’s future department manager about their expectations to ensure the best candidate is found more quickly.
6. Outline your Development Opportunities and Employment Benefits
Once you have outlined the list of responsibilities related to the position, you should take time to define which benefits a future employee might receive. Do you offer bonus salaries based on performance? What kinds of personal or professional development opportunities can you provide to employees?
According to Forbes, 87% of employees expect their companies to support them in balancing work and personal lives, with engaged employees showing 21% greater profitability. There is value to be had in providing employees with benefits beyond baseline employment, which is why you should write that into your job description.
7. Provide Candidates with a Concrete Timeline
In order to establish professional relations with your candidates early on, you should outline the recruitment timeline for their benefit. Some of the questions you should consider answering in this section include:
- What is the application deadline?
- How long will the candidate assessment take?
- When can candidates expect to hear from you?
Don’t avoid including the recruitment timeline in your job description since failing to do so can seem unprofessional and confusing. Professionals will avoid your job post outright while others might continue to apply for your position months after the opening has been filled.
Leveling the Marketing Playfield (Conclusion)
Finding the right marketing professional for your company is a two-way street. You need to know what you are looking for in order for the right person to approach you. To do that, you will have to write your job description carefully and set the right expectations for future candidates.
Consult your colleagues and marketers about what type of person they’d like to see in the company. Make the job description writing process a team effort and the right marketing professional will find you shortly thereafter.
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