The key to writing an outstanding job description is to stand back and look at the big picture. The stability of the job market is uncertain but the top talent in every field will always be able to be selective. In order to attract that perfect fit for the position, it's important to be clear, descriptive and honest while being mindful of the the employer's brand. Let's start with the basics.

Job Title and Summary:

Develop a job title for the position you're looking to fill-the title and level should accurately reflect the work that the employee will perform. Once you've defined the position, write a brief description of the purpose of the position. One to three sentences should suffice.

Key responsibilities:

List the essential functions of the position. One way is to include between five and ten responsibilities, listed in bullet point format. Begin each with a present-tense, action verb-"Research social media trends." Be transparent about how frequently a task will be performed or what percentage of the employee's time will be spent with each task. Don't embellish or omit any negative aspects as doing so may result in a mismatched hire and unwanted turnover.

Department and supervisor

One way an employer can stand out is to include details on who the person would report to and where that person falls within the company's structure. This shows talented applicants that the employer is transparent and organized, with policies in place to give them the support they need.

Skills and qualifications:

List all technical and communications skills required of the role, including software proficiency, specific competencies, and so on. Use quantifiable statements, such as 'the ability to direct and lead a team of seven direct reports' instead of 'good management skills'. This section should highlight the minimum requirements for the role, not the preferences. Indicate the number of years of experience, educational level and certifications that are required, then include any additional credentials as desirable attributes. This will help ensure that you get a good response and capture outstanding candidates who might not have applied otherwise.

Location:

Include details on where the position is located. If travel is necessary, note what percentage of time the employee will spend traveling and where he or she will be traveling.

Type of employment:

Be clear about whether the position is full-time or part-time, temporary, seasonal or contract, and if you anticipate that the positions hours will change, say so. If the position is an internship, note whether it will be paid or unpaid.

Salary range and benefits:

If your company is open to publicizing the position's salary range and benefits, include those details within the job description.

Writing a sound description of duties and responsibilities is just the beginning. Like any good marketing campaign, employers need to convey a cohesive brand and employ modern marketing techniques to attract the right audience and convert it into a customer base, or in this case, an employee base. A few things to consider:

Company overview:

The top talent chooses any employer they want, so here's your chance to sell them on the company. Job seekers want a company they can be proud of and that represents many of their same visions and values. This may include reputation, community profile, working environment, green initiatives and charitable involvement. While all job postings should have a company description, it is also important to direct candidates to a dedicated careers section on a website. List the reasons why your company is a great place to work and as well as the benefits of joining the team.

Search Engine Optimization

Just as companies have become more savvy with SEO marketing -- the process of including key words and links to rank high in online search results -- they should not forget this technique in their recruitment process. Think about the key words your desired candidates would use to search for jobs, and include these throughout your job description. Keep in mind that the more frequently they appear at the beginning of the document will help your job rank higher in search results.

Social media

Use all social media channels to advertise your job. Consider posting on LinkedIn, Facebook and Twitter and include a link to your website. When posting opportunities on job sites, include all social media accounts in the posting. This will help increase your account followers and also educate candidates about ongoing initiatives in your business. In this way, you can market your brand to potential employees, clients and customers all at once, and when advertising a position, you'll be able to tap in to a pool of talented people who already know about and believe in your brand.

Maximizing your job posting on Alberta Jobcentre

Now that you have applied marketing savvy to your job posting, there are a few additional tips to help your opportunity stand out on Alberta Jobcentre. You should keep your employer profile and logo up-to-date. Even if you are not currently recruiting, the default will keep it public and will help your employer brand by keeping your company top of mind.

Writing an effective job description is a critical element in a company's marketing, recruitment and business strategy. Promoting a cohesive brand message will attract the right talent and lead to greater business success. By following a few simple steps, you can ensure your job description gets noticed and that you find the right candidates to help your company grow and prosper.