I’ve been writing on this URL for ten years, long before job postings and companies named after dogs. It was back in the days when I had managers that pronounced U-R-L “Earl” and Twitter “Tweeter.” By day, I was a “social media expert,” so I thought it was only right that I built up my brand. One of the ways I would do that was with a blog. All the cool kids were doing it.
When I started blogging, everything I wrote was a how-to and a series of “helpful” tips. I hate even to admit this, but I think I had an editorial calendar for this blog no one ever visited. In fairness, I thought it mattered. I was told social media could help me get a job, and in the middle of the dot com layoffs, I wanted to believe recruiters would read it. Everything I wrote had to be “professional” – no personal details. No, “me.”
Those posts sucked. I was stuck in a pattern of recycling ideas, forcing tone, and regurgitating socially acceptable concepts that only worked for big companies with big budgets. I believed marketing was recruiting. I wrote theme day posts. Ugh.
Professional content is personal.
Then I went through a divorce. It was chaotic, scary, and mind-consuming. I couldn’t think of one thing to say or write about other than my divorce. So, I did write about it. I published the most personal blog I’ve ever written about a late-night concert and a new dream for my life.
For the first time, people reacted to my writing. I heard stories from strangers just like me. In some strange way, writing this story had let people in. There we were, all alone but, together.
After years of mimicking and mirroring other people’s styles and perfecting that cold relay of information, I figured out the most powerful words are Me, Myself, You, and I. Good writing is not about listicles and best-in-class templates. People need to see themselves in a story.
I’m just mad it took me ten years to figure that out.
Job postings are stories you can imagine living.
I see people stuck in the same pattern with job postings. Most people were taught that professional means impersonal, unfriendly, canned content. We were shown, either by a limit of time or mentorship, that if we mirrored what everyone else did that it would be ok. Things would work out. You’ll hire someone eventually.
But that’s not what candidates want or how hiring happens. People want to connect. They want to picture themselves living a new life. They want to believe that 40 hours of their life every week will mean something. That’s not happening in a list of “3+ years experience.” It’s certainly not the first impression you want to leave while someone is waiting to be inspired.
Lucky for you, I have a method for quickly and efficiently writing job postings. Bonus: I won’t make you wait ten years. It’s available now in my on-demand job post writing course.
This class is for people who have looked at their job postings and thought, “I wonder how Katrina writes this” or “I don’t know if I love this, but I don’t know what better would look like.”
I want to tell you what I think.
You need someone to ask questions and push you to consider something different. That’s why I even offer this class. And I hope you’ll join me.
Katrina Kibben is the Founder and Principal Consultant of Three Ears Media. For most of Katrina’s career, she has been a marketer living in a recruiter’s world – listening to both sides of the talent equation to understand the real issues and find solutions for engaging and hiring better people. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver content that fuels smart recruitment marketing that makes the right people apply.
Katrina has written for Monster.com, HR.com, RecruitingDaily and many other digital publications. She is a recognized leader in recruiting and employer branding who speaks regularly at conferences around the world.