How to Catch a Star: Writing Effective Job Descriptions

How to Catch a Star: Writing Effective Job Descriptions
by Laura Gassner Otting, Consultant, ExecSearches.com

Gather 'round, ladies and gentlemen and behold the power of the Internet! No longer do you have to cram an important executive job advertisement into a teensy weensy two-inch newspaper box. The future is here, and it is virtually unlimited advertising space! Throw away your tattered guide to arcane abbreviations and job seeker jargon. Stop writing job ads! The time has come to create the thought-provoking job description that will catch the eyes and the imaginations of the kinds of candidates you want to hire.
So how do you write a position description that will attract the audience you seek? You must start by remembering that there are two different audiences, the passive job seekers and the active job seekers. Each of these will be looking for different things in your posting; you must speak to both.

The Executive Summary

The executive summary is important for two reasons. First, most job seekers, both passive and active, want to quickly determine what the job is all about. You are competing with a great deal of other activity for their attention, from other jobs posted on the web to the constant threat of colleagues walking through their office doors. Second, if a position doesn't seem right for the reader, he or she may have gleaned enough information to think of someone better suited for the job and use the site's "Tell a Friend" feature to pass it along.
Make sure that your summary is compelling enough to entice surfers to continue reading. Allow it to take on the slant or tone of your organization. Identify who you are, the position, and the challenges ahead. Briefly detail what follows in the job description.

You Don't Know Where You are Going Until You Know Where You've Been

Many position descriptions lack a fundamental section called "Background." Even the most well known organizations should identify themselves in position descriptions. Each organization is unique is its own way; use the "Background" section to tell your organization's story of its founding to the challenges that lie ahead. Gather organizational materials such as annual reports, fundraising proposals, board books, strategic plans, and mission statements. Much of the best writing has been done, and you need not reinvent the wheel for this position description.
Weave this story in a way that allows the passive job seeker to feel the texture of the organization, and become part of your hopes and dreams for the future. Fill in facts about staffing, budget, size and scope of the organization so that the active job seeker can decide if this is the type of place he or she would like to work.

This is Your Challenge if You Choose to Accept It

The most essential piece of the position description lies in the "challenges" section. It is here that you outline the goals and assignments the incumbent must meet to be considered a success in the position. Once more, passive job seekers will be inspired by the challenges detailed and active job seekers will be able to consider whether or not they are up to the job.
Challenges should be laid our just as that: challenges and not tasks. Use broad strokes to draw these sentences, but ensure that if met, they will make a fundamental difference in the growth, sustainability, presence and reputation of your organization. Make the goals measurable and attainable, if just barely.

It Had to Be You, Wonderful You

After setting out the challenges that lie ahead for the next executive, think through what qualifications that person would need to succeed. In addition to boilerplate language describing years of experience or degrees held – the meat and potatoes of the active job seeker's web surfing – imagine the professional experiences and the personal qualities that they would need. For example, do you need a negotiator steeped in experience with difficult parties, or a leader with a track record of solving problems where the needs constantly outnumber the resources? Passive job seekers don't get turned on by a list of degrees, but by personal traits and challenging experiences that, in total, embodying a satisfying career move.

Getting the 411; what to include in your position description:

The title, organization and location of position.
Specifics on reporting relationship, staffing, and budget.
The challenges the incumbent will be expected to meet within the first year of his or her tenure.
Professional skills that will enable the candidate to succeed in the position.
Some specifications on the personal attributes, i.e., a mentor, an evangelist, a nuts-and-bolts type.
Date of position opening.
Salary range.
A description of recent activity within the organization.
A summary of programs or divisions of the organization.
Information on how to apply, and make sure e-mail is one of them!

ExecSearches.com offers consulting services for organizations wishing to write effective position descriptions and ads. For more information, or a sample of an effective position description written by one of our in house recruiters, contact Laura@ExecSearches.com.