Intended for all involved in the search process: Please refer to this guide when crafting a job posting. The job posting serves as a key tool for advertisements and plays a critical role in attracting candidates to your position. It should be compelling, engaging, and effectively "sell" the opportunity to potential candidates, especially those who are passive and may already be employed but open to exploring new opportunities. Crafting an enticing and informative posting is essential for drawing the right talent to the role.

Writing an Effective Job Posting: Key Considerations

• Put Yourself in the Candidate's Shoes
  Consider what would attract you if you were searching for a similar position. What would stand out to you? Craft the posting with the candidate's perspective in mind.
  
  

• Targeted Keywords
  Identify the most relevant keywords for the talent pool you're aiming to reach. Think about what terms or phrases a potential candidate would likely use when searching for a job of this nature.
  
  

• Clear and Accessible Job Title
  While creativity can be engaging, ensure the job title is one that candidates will actually search for. Avoid overly creative titles that may confuse candidates about the role.
  
  

• Highlight Key Behaviors for Success
  Focus on the actions and behaviors that are essential for excelling in the position. For example, “anticipates customer needs,” “provides coaching to others,” and “proactively works with teams to improve collaboration” clearly define expectations and the type of behavior needed.
  
  

• Discuss VCU’s Culture
  Give candidates a sense of the work environment and institutional culture. Highlight VCU’s values and what makes it a unique place to work, so candidates can gauge if they would thrive within that culture.
  
  

• Use "You" Statements
  Incorporate direct language that speaks to the candidate personally, such as “You will be joining a dynamic team committed to advancing student success.” This helps candidates envision themselves in the role and makes the posting more relatable.
  
  

• Keep it Concise
  An effective job ad should be between 600-900 words. Avoid long-winded descriptions, as they can deter candidates. Focus on getting to the point while still conveying the most important details.
  
  

• Avoid Generic Position Descriptions
  Rather than a dry, typical position description that lists routine tasks, focus on what makes the job special. Highlight the challenges, growth opportunities, and unique aspects of the role.
  
  

• Clarify Performance Expectations
  Provide clear details on how performance will be evaluated in the role. Candidates should understand how their success will be measured to ensure alignment with expectations.
  
  

• Define the Ideal Candidate
  Paint a picture of the ideal candidate by identifying core competencies and characteristics that are crucial for success. Think about other exceptional individuals at VCU and what makes them stand out.
  
  

• Be Honest and Transparent
  While it’s important to emphasize the positive aspects of the job, be transparent about the challenges the candidate may face. Honest communication will attract candidates who are prepared for both the rewarding and tough aspects of the job.
  
  

By following these guidelines, you can create a compelling, genuine, and effective job posting that resonates with top candidates while accurately representing the role and the culture at VCU.

Please also see InsideHR: Create the Job Posting

Source: Society for Human Resources Management

This guide is intended for anyone involved in the recruitment process. The way a job advertisement is written can either attract or deter applicants. These guidelines aim to provide suggestions to help you craft job ads that attract candidates from a variety of backgrounds and experiences.

Job Posting Content:

Emphasize:

• Highlight the ability to work effectively with a wide range of populations.
• The value of differing perspectives and the benefits they bring to the workplace.
• A supportive environment where employees from all backgrounds feel valued, respected, and included by both staff and administration.

Qualifications:

The following elements are crucial for attracting a wide range of talent:

• Clarity and Specificity: Avoid vague or overly specific qualifications that could unintentionally eliminate strong candidates from broad and varied populations. Be clear about essential qualifications, and be mindful of what you include in the “preferred” section.
• Flexibility: Take a flexible approach to job qualifications. Expanding the criteria helps attract candidates who can bring valuable experiences and unique perspectives to the role.
• Career Paths: Understand that career trajectories for individuals from a wide range of backgrounds may differ from those of traditional candidates. When writing qualifications, recognize that varied backgrounds bring unique skills and insights. Keep this in mind when defining necessary experience.
• Experience: Where possible, list years of experience as "preferred" rather than "required." This gives potential candidates more confidence to apply, even if they don’t meet every qualification.
• Focus on the Role’s Needs: Tailor your qualifications to reflect the actual needs of the role and the university, ensuring the requirements don’t unintentionally discourage applicants or exclude individuals from a wide range of backgrounds.
• Contribution to Impact: Highlight the potential contributions that candidates from varied backgrounds can bring to your team. This not only encourages applicants to apply but also demonstrates the organization’s openness to new ideas and different perspectives.
• Avoid Unnecessary or Unclear Requirements: It’s better to list qualifications separately as "required" or "preferred" to avoid ambiguity. Focus on impact by describing what the individual will accomplish in the role rather than relying on an exhaustive list of requirements. Individuals from a wide range of backgrounds are often discouraged from applying unless they meet 100% of the listed qualifications, so keeping this in mind can help widen your talent pool.

How to Write a Welcoming Ad

• Start Fresh: Avoid reusing old job descriptions. Previous wording may unintentionally discourage candidates from varied backgrounds from applying. Start with a clean slate to ensure your language is welcoming and accurately represents the job.
  
  
• Avoid Extreme Language: Using overly demanding language can deter certain groups from applying. For example, the term “expert” may exclude those who have valuable experience but may not fit the mold of an "expert." Instead, use language such as “at least five years of experience working with [specific technologies or skills]."
  
  
• Focus on a Growth Mindset: Organizations that promote professional development are more likely to attract talent from a wide range of backgrounds. Avoid terms that suggest a fixed mindset, like “natural-born [skill],” or “always outperforming.” Instead, use language that reflects potential for growth and a passion for learning, such as “eager to take on challenges” or “open to new learning experiences.”

• Demonstrate Your Commitment: Dedicate space in your ad to describe your organization's commitment to creating a welcoming environment, promoting uniformity, and ensuring a broad range of perspectives. Mention that you actively seek a broad range of applicants from all backgrounds to build a workforce that is varied and welcoming.

• Use Direct Address: Use "you" and "us" to create a more personal and welcoming tone, such as “We are excited to have you join our team,” rather than relying on impersonal phrases like “the ideal candidate.”

• Use Gender-Neutral Language: Avoid using masculine pronouns or nouns. Opt for terms like “the candidate,” “the person,” or "the team member." This creates an environment where all applicants feel valued and welcomed.

• Other Verbiage Examples:

• Emphasize the importance of varied and welcoming recruitment strategies.
• Highlight the ability to work effectively with a broad range of populations.
• Mention proven experience leading teams or initiatives with varied perspectives.

Standard Descriptive Language about VCU and Richmond

Intended for anyone involved in the search. This language was developed by VCU Human Resources in partnership with VCU Enterprise Marketing and Communications and can be used in an advertisement, position profile, prospectus, etc.