In our latest blog, we fill some common gaps when recruiting Biotech talent - attract candidates with your main marketing tool and match candidate needs on culture.
See your job description as an advert
The job description (JD) is the first piece of branded content from a company to a candidate if they are using a recruiter. Where hiring great talent begins with attracting the right talent. So, making a great first impression is vital.
A JD needs to be engaging and appealing. You want candidates to be excited about your company, and the journey you can take them on. Especially, as the name of the company is only revealed during a screening call from a recruiter’s perspective, as recruiters may initially attract talent through headhunting methods and anonymised job adverts which only highlight the opportunity and the potential of being in that company. This is why you should consider your job description as a marketing tool to further attract candidates.
As a recruiter, a majority of screen calls will result in the JD being sent. This is the first official form of communication from the company going to the candidate. This JD is an important tool to demonstrate to a candidate what type of organisation they would be joining, and not only what they will have to do daily. Therefore, this shows how an individual perceives a company due to its branded content.
Why should we change our current format?
It is said that a third of the market is actively looking for new roles at a given time. This means two-thirds of candidates in the market are passively waiting to be interacted with to be attracted into a new position. Of course, the job proposition needs to be compelling to even entertain the idea. You want candidates to be attracted to what they could potentially do at your organisation and make them realise what could be missing in their current role or what they could be doing better.
Simple tactics to position your JD as a marketing tool
Consider writing a JD focusing on what it means for the candidate to join your organisation, and not on what you need from them. Explain how their responsibilities will contribute to the business strategy and goals, and how they can evolve and advance within the position. Of course, there will be minimum requirements for the role, but don’t make this the centrepiece, a summary will suffice.
Talk about what your company is doing differently in the market/industry/sector and how your medicines or technology is driving that, and where this position fits into that and the impact the candidate could potentially have. These small changes will likely attract the right talent due to their motivations and not only their technical expertise.
Address the candidate as “you”. Try not using the common phrase of “the ideal candidate”, it makes it very impersonal and further demonstrates what you want from the individual, than what they can offer to the position. Additionally, avoid gendered wording in your job description. A study(1) showed that women are less likely to apply for a role if the JD uses masculine words. Therefore, focus on using gender-neutral terms.
Visuals are just as important. The majority of job descriptions all look the same. It’s usually a bullet point list of what the company wants from a candidate. This is very unattractive. At times candidates will only skim a JD. You want them to become immersed in what you have to offer them. Consider using the company’s branding appropriately to grab their attention, and with the right compelling messages with the JD, there will be greater chances of having the right talent apply.
Food for thought
- JD’s are marketing tools to attract candidates
- Consider what the candidate will gain from your organisation, then what you need from them
- Understand how you can attract passive candidates
- Articulate the job responsibilities and how it ties to the company’s goals and strategy
- Address the JD to the candidate. Using “you” may attract more candidates
- Avoid gendered terms
- Visually engage your target audience, attract them to read the full JD
- Get it right with your mission, values & employer value proposition (EVP) to get the right fit: why design or refresh your company values?