Application forms and a pen laid out on a desk with letter stamps forming the words 'apply now'

Why Your Job Ad Sucks and You Aren’t Attracting Qualified Talent (part 2 of 3)

qualified candidates

In Part 1 of our PART 3 job description series, we’ve pointed out the following:

job ad
A change in your job description/job ad can increase your applicant pool by 50% MORE qualified candidates.

job ad
Most job descriptions are generic, BORING and vague ? and sound more like a job rather than an opportunity.


job ad
Most companies hire based off degree, skills and experience ? and many of those hires end up average to poor performers.

How can the job description/ad sound LESS like a job and MORE like an opportunity?

SIMPLE: Shift your focus from the HAVES to the DOS.

What do we mean by this?

Instead of having a checklist of what someone needs to HAVE for a job, focus on what someone has to DO to be successful in a job.

FACT: Top talent will only leave their current roles for an opportunity ? not just a job . Those employees want to be challenged ? they desire to learn something new.

A successful job description/ad outlines the opportunity throughout the entire ad.

BEFORE you post a job ad online, ask yourself these questions:

  • What does someone have to DO in the first 30 days, 90 days, 6 months, 12 months to be success? What does that look like?
  • What does someone have to DO to be a good culture fit in this position, at your specific company?
  • What will be greatest challenges be for someone coming into the role? What will they have to DO to be successful?

We took the basic job description from PART 1, and revised it ? creating an opportunity, rather than just a job. Take a look?

Do you want to be a part of building up our small business community? How about having the opportunity to build long-lasting relationships with business owners with an uncapped earning potential? If your answers are yes, please read on.

As a Business Development Manager (BDM) you can have the opportunity to grow your value-selling strengths and develop win-win opportunities to strengthen and expand our network, by building a referral partner network.

? In first 30 days thoroughly understand ideal client base and business development best practices.

? Be able to comprehend financial concepts; P&L, rate of taxation, labor burden, etc.

? Learn & understand the complete company product line within first 30 days.

? Your primary role will be to develop new business by conducting 10+ business development meetings (leads) per week to build a referral partnership network.

? You will need to manage/coordinate/schedule all initial contacts, sales calls, client meetings, and business units schedules of a team of 3 people.

? Within first 60 days be able to successfully create your referral network.


What do you think?

Would you rate this higher than 2 out of 5, when it comes to ?interesting? or ?compelling? in comparison to the original job ad?

The most effective hiring practices include a quality job description like the one above. This focuses on what the candidate needs to DO to be successful ? more candidates that ACTUALLY believe they can accomplish those objectives will apply. This will also help weed out the candidates that don’t feel they can perform at the expected level. Many of them will think ?wow, that sounds like a lot of work? or ?I don’t think I could do that.?


the hiring process
Top talent will only leave their current roles for an opportunity ? not just a job.

the hiring process
Focus on the DO’s over the HAVE’s.



attracting top talent
More candidates who feel they will be successful in achieving the objectives will apply ? ultimately, weeding out the unqualified applicants.




Stay tuned for the final, PART 3, of our series – where you will learn how to screen for culture-fit in a job description/ad.