How Can You Shift from Requirements-Driven to Sales-Driven Job Ads? Insights from Peep Laja, CEO at Wynter

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In the job market, how you advertise an open-position can be the make-or-break factor in attracting the right talent. Traditionally, job ads have been requirements-centric: lists of responsibilities, requisite experience, and skills. But Peep Laja, Founder of Wynter, offers a perspective on this subject that could potentially shift the way you think about job listings.

Have you ever encountered a job listing that reads more like a wish list than an invitation to potential employees? These listings, while informative, are often intimidating and fail to highlight what truly matters. If you’re looking to appeal to top talent, the primary aim should be to ‘sell’ the job, not merely list the requirements.

Laja’s perspective on this pivots around a simple truth: you’re selling an opportunity, not just a position. Just as you would in marketing a product, the spotlight should be on the benefits, the unique selling points, and the reasons why a candidate would choose your company over countless others.

To incorporate Laja’s wisdom into your next job ad, consider the following strategies:

  • Highlight Opportunities for Growth: Instead of starting your job listing with “We require,” begin with “You will gain.” Talk about the exposure, the challenges, and the learning opportunities that await. In an era where skill acquisition and career development are top priorities for most professionals, this approach is bound to be more compelling.
  • Emphasize Culture and Values: Peep Laja’s Wynter prioritizes the significance of the company culture in its operations. Integrate that ethos into your job ads. Describe your company’s culture and values, and explain why they matter. Allow potential candidates to envision themselves fitting in and thriving.
  • Present the Bigger Picture: Describe the larger mission or goal of the position. How does this particular role fit into the broader company vision? How will the candidate’s efforts directly contribute to significant achievements or milestones? By giving candidates a sense of purpose, you’re making your position more enticing.
  • Personalize the Ad: Avoid generic terms and jargon. Speak directly to the ideal candidate, as if you’re having a one-on-one conversation. Laja often emphasizes the importance of personalized and relatable content in engagement – the same principle applies here.
  • End with a CTA (Call-to-Action): Yes, job listings can have CTAs too! Instead of a bland “Send your resume to,” get creative. “Want to impact the future of XYZ with us? Show us what you’ve got!” can be more engaging and provoke immediate action.

In a digital age where scrolling has become second nature, your job ad needs to stand out and captivate the reader’s attention instantly. By shifting from a requirements-driven to a sales-driven approach in your job listings, you’re not only likely to attract more candidates but also the right ones. After all, the modern job seeker is looking for more than just a paycheck; they’re looking for an experience, a journey, and an opportunity to grow.

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