Photo by Tima Mirochnichenko

If you are hiring for a job in social media, it may seem smart to copy and paste a similar position description another company is using to recruit for your open role. A lot of companies have the same types of jobs and the basic skills are all you need to search for because you’re going to train whoever you hire in the details anyway, right?

That’s a pretty good argument, but there are also good reasons to – at minimum – heavily edit a “standard” post so that it more specifically meets your unique needs. Without personalization, you risk:

• Listing a requirement that isn’t necessary and discouraging a candidate who is ideal for your role from applying.
• Looking out of touch with the industry by asking for unrealistic skills or experience.
• Under-emphasizing skills that are important to the role you are filling, possibly leading people to apply for the job when they aren’t really a good fit.
• Over-emphasizing skills that aren’t very important to the role you are filling, possibly causing candidates to incorrectly think the position isn’t a good fit for them.

A little bit of time and effort can result in an increased chance of finding the perfect fit for your organization. So how do you craft that perfect job description?

 

Start with a Clear Job Title

The job title should be specific and align with industry standards. This includes terms that indicate the level of the position (manager, director, etc.) as well as areas of specialty (social media, marketing, content creator, etc.). We’ve recently shared an article that dives into tips for choosing a job title, and you can check it out here! 

One trend most experts agree on is that it’s important to avoid ambiguous titles like “Marketing Guru” or “Social Media Ninja.” Clear titles such as “Social Media Manager,” “Social Media Strategist,” or “Social Media Marketing Specialist” help candidates understand exactly what role they are applying for and improve searchability when posted on job boards, and their understanding is what is most important!

 

Provide a Brief Company Overview

Provide a short, engaging description of your company. Explain what you do, your company values, and what sets you apart from other employers. This gives candidates an understanding of your brand and helps them determine if they’re a good cultural fit. 

When adding the company overview to the job description you create, be sure to take a moment to read it. You may think this is the easiest part of writing a job description because the company description is the company description – it’s not for you to change! But if you read the description your organization is currently using and feel something is missing, you may choose to add content for the job post. Even better, you may share with your leadership team that the website description should be updated to better reflect the work of the organization. 

 

Define the Job’s Purpose

Recently, in the study, “How Americans View Their Jobs,” Pew Research revealed that 39% of the individuals they surveyed feel their job or career is extremely or very important to their overall identity. 34% indicated their work was somewhat important to their identity. Why does that matter? It can be easy to get caught up in matching market pay rates and prestige – because those factors do matter. But don’t miss the opportunity to help potential candidates understand how they will contribute to the organization.

We all know that when people scan a job post, they likely look first at the important, technical aspects of the post – requirements, pay, etc. But the key goal of the position and how it fits into the broader company strategy is often the next question they ponder. What that means for someone writing a position description is simple: Share the purpose of the job in a way that helps candidates visualize themselves in the role.

Read these two purpose statements for the same job. Note that the details are mostly the same, and yet they feel different.

• Example 1: The Social Media Content Creator will be responsible for creating content to promote our products on social media, increase brand awareness, and drive traffic to our site. This role will help grow our online presence and attract new audiences.

• Example 2: Our Social Media Content Creator will be responsible for creating content focused on promoting our new product line across various platforms. The goal is to increase brand awareness, foster community engagement, and drive traffic or conversions through creative and strategic content planning. building a strong online presence, attracting new audiences, and cultivating relationships with existing followers.

Likely, you felt like the second description was more interesting, and it may have even seemed like it was a more meaningful role. Technically, the job described in each example is the same, but the second, more thoughtful description allowed you to have a little clearer vision of yourself in the role. 

 

List Key Responsibilities

Key responsibilities are a pretty easy part of a job description to remember, and yet it’s also a part of the process that a lot of people struggle to get right. You do want to provide as much detail about the day-to-day tasks and overarching responsibilities that the candidate will be responsible for as you can. Specificity at this stage will help you avoid any misunderstandings later. But how do you make sure you list the right responsibilities?

For an existing job, analyze the tasks completed by the person(s) currently in the role, feedback from employees, and performance metrics to determine areas of focus and potential adjustments to responsibilities. You may find there is an opportunity to update the position description!

To identify the key responsibilities for a new job, review the job’s purpose and goals, match the required skills, and craft expected outcomes that align with the organization’s needs. You can also compare what you think you need to existing job posts from other organizations but remember to prioritize the unique needs of your organization.

 

List Required Skills and Qualifications

You have to attract candidates with the right skills, so you’ll want to list the essential qualifications associated with the job. Those skills might include educational background, years of experience, or technical skills. Whatever you choose to include, make sure the qualifications are realistic. A costly mistake many employers make is listing overly stringent requirements. The potential result is that good candidates may choose not to apply, thinking they don’t have a chance.

Once you’ve listed the required skills and qualifications, ask yourself the following questions:

• Is this requirement essential or nice-to-have? 
• Can this responsibility be adapted or taught?
• Does this reflect the core duties of the role? 
• Is this inclusive and broad enough to encourage diverse candidates? 
• Is this realistic for someone new to the position?

In this final review, you should be open to making edits and moving content around. For example, you may choose to list a marketing certification as a preferred qualification instead of a requirement and, if you find that your ideal candidate doesn’t have their certification yet, you could offer reimbursement for completing the certification as a benefit included in their hiring package.

There isn’t a single right way to list job requirements, and ultimately, you will decide what changes to make. Considering these questions can help you land in the right spot!

 

Outline Compensation and Benefits

Be transparent about salary range, benefits, and any additional perks offered. You don’t need to be too detailed, but it is important to share a general range of what is offered. And remember that benefits include things like health insurance and a 401k plan, but they also refer to flexible work hours, remote work options, and professional development opportunities. If you offer it, share it! You never know what will motivate a top candidate to apply.

 

What’s next?

A well-written job description is what will help you find amazing people for social media and other marketing roles within your organization. The people who create and share your marketing messages are the ones who help everyone understand your brand. What can you share about your organization that will attract the top talent that perfectly fit your team?

 

Author: Dr. Amy Jauman, SMS, CDMP, LEAF

Dr. Amy Jauman, SMS, CDMP, LEAF, is an author, ghostwriter, international speaker, podcast researcher, and university professor. She is a certified social media strategist (SMS), certified digital marketing professional (CDMP), and certified law enforcement analyst – foundational (LEAF), with a master’s degree in experiential education, graduate certificate in crime analysis, and a doctorate in organization development. Amy has spoken at a variety of conferences on marketing topics, including the I.C.E. Exchange, Digital Marketing Institute, and the National Institute for Social Media. In addition to her ghostwriting projects, Amy has authored two marketing textbooks, five ebooks, and multiple articles and blog posts on the subject of traditional and digital marketing.