We’ve all been job seekers at some point. So what resonated with you most as a job seeker?
It probably wasn’t a checklist of qualifications pulled from the job description. The best job posts invite candidates to consider their career experiences and goals — and how the role could help make their lives better. The purpose of a job post is to help candidates envision themselves in a role. And that requires putting yourself in the candidate’s position.
HCI went back to basics with Katrina Kibben, Founder of Three Ears Media and Writing Coach for Recruiters. Katrina will lead conference attendees through How to Write Better Job Postings: An Interactive Workshop on Day One of the event. She shared a few hints on improving job postings on our podcast, Nine to Thrive HR.
Why do you think most people struggle so much with feedback at work?
My first guess? Social media. We’ve evolved from a world where you could go days without speaking to anyone into a land where likes are the equivalent of Valentines in the 2nd grade.
Every. Single. Day. Endorphins galore.
But the likes aren’t the problem. It’s how social media has set us up so that one negative comment can destroy us. With the constant influx of thumbs-ups and hearts, it’s easy to forget any lurkers disagree until they start a fight with you on Twitter.
See more of Katrina's thoughts on why feedback is the worst on Fistful of Talent.
“A job title is the cheapest form of compensation.”
“My manager encouraged me to come up with a more creative job title.”
“We just use what we’ve always had.”
I’ve heard it all when it comes to picking a job title.
In 2009, when a lot of the first creative job titles appeared, I took one of the jobs. Social Media Ninja. I swear I’m not making that up. My team made a lot of jokes about what my next role could be – Samurai? Warrior? Sensei? The title was fun, but it left a lot of essential things to the imagination. Things like what I did and what my next job should be, for example.
See, back then, job titles were one of the first employer brand activation strategies. While companies were starting to understand how to tell their stories, they were under the impression that creative job titles would make their jobs “stand out.”
Read more at Fistful of Talent.
"Katrina Kibben, founder and CEO of Three Ears Media, built a highly-successful firm dedicated to teaching recruiters to be better communicators and writers. But before embarking on entrepreneurship, she (like most of us) experienced gender bias and inequality. We were honored to feature her alongside Leslie Fisher, senior vice president of human resources and training at Red Roof Inn, Robin Stimac, VP of product management for Ultimate Software, and Rana Stanfill-Hobbs, director of insights at Ultimate Software, for an honest discussion about how to, 'Balance for Better: A Women in Leadership Panel.'”
Read more here on the Ultimate Software blog.
Katrina trains teams and individuals to use what she calls ‘Power Moves’ - being bold, looking at your context, and saying ‘no’ to what conventional hiring methods say you should do. “Instead of playing email roulette, it’s calling the person. It’s sending a box of doughnuts because you saw them tweeting something nice, and saying, ‘Let’s talk.’”
Listen to Katrina Kibben share some more rule-breaking recruiting advice in this podcast by OfferZen.
You have about 14 seconds to grab a candidate’s attention with your job posts. But the uncomfortable truth is, many job posts are not worth a second glance.
“People are straight up guessing,” says Katrina Kibben, CEO and founder of Three Ears Media. “We have never been taught how to write job postings. Honestly, most of us have never been handed a decent example.”
Katrina’s company is dedicated to helping recruiters write better job posts. After spending years helping Fortune 100 firms shape their brand content, she decided that every company deserves the tools to tell their story in a way that connects with candidates in a more human way.
“There are few things we can control when it comes to hiring,” Katrina says. “But the one thing we can control is how we ask.”
Read more on the LinkedIn Talent Blog here.
Get some quick advice on writing better job posts from Katrina Kibben on the New Yawk HR show.
Here are 100 individuals who have shaped the world of HR technology—and are helping to determine its future.
Employees themselves can be an excellent source of recruitment-marketing content, says consultant Katrina Kibben.
“There’s a lot you could share from every department in your company that would be super-interesting to your hiring demographic,” she says. “You wouldn’t be giving away trade secrets, and you’d attract a whole lot of people.”
Candidates want to be “enchanted” with the idea of working on a particular team, says Kibben. This can be addressed via short questionnaires filled out by employees, such as “I’m excited to come to work every morning because of ‘fill-in-the-blank,’ ” she says.
“Videos, blog posts and social media posts that profile company leaders, or show what a day in the life at the company is like, can be used as a starting point to build engagement with your talent network,” says Michelle Armer, chief people officer at CareerBuilder.
Candidates are especially interested in information that’s useful, says Kibben. This can include emails offering helpful tips on preparing for an interview, she says.
Three Ears Media