I’d say the most effective way to “make jobs” — meaning craft job descriptions and role definitions that actually attract the right people — is to start with a structured, candidate-first approach. From my experience, too many companies rush into listing requirements without thinking about what the candidate values. The key is to treat the job posting as a marketing tool, not just an HR formality.
First, define the core responsibilities and outcomes clearly, not just tasks. For example, instead of “manage social media accounts,” say “grow our LinkedIn engagement by 20% in six months.” This gives candidates a concrete goal to aim for. Second, include a realistic salary range. According to a 2024 survey by Payscale, 68% of job seekers say salary transparency is their top priority when applying. Third, highlight your employer brand — what makes your company different? Flexible hours, learning opportunities, or a strong mission? Fourth, use inclusive language to avoid discouraging qualified applicants. Tools like Textio can help analyze bias in your wording.
Here’s a quick comparison of traditional vs. optimized job postings:
| Aspect | Traditional Posting | Optimized Posting |
|---|
| Title | “Marketing Manager” | “Marketing Manager – Lead Brand Growth (Remote, $80k–$100k)” |
| Requirements | “3+ years experience, degree required” | “3+ years experience or equivalent proven results” |
| Description | “Manage campaigns, report to VP” | “Own our digital campaigns, collaborate with a creative team, and directly impact revenue” |
| Call to Action | “Apply now” | “Apply by Feb 15 – we review applications within 48 hours” |
Finally, test and iterate. Share the posting with a few current employees to see if it accurately reflects the role. If you’re not getting quality applicants, the problem is usually the job description, not the market. In my view, making a job means making it clear, fair, and compelling — that’s the secret to filling it with the right person.
