GLINTS JOB DESCRIPTION AND COPYWRITING GUIDE · 2018-09-28 · After some time away from your draft, it’s time to make like King Midas and turn everything you touch to gold. Yes,

GLINTSJOB DESCRIPTIONANDCOPYWRITINGGUIDE

1. Introduction and Foreword

2. How to Write Great Job Descriptions to Attract Millennial Candidates The Importance of Truly Awesome Job Descriptions How to Write Stellar Job Descriptions Job Description Samples - The Good and the Bad

3. Copywriting Guidelines to Save Your Writing

4. Sprucing up your JDs: Before and After Marketing Executive (Intern) Graphic Designer Technical Support Engineer Accounts Executive Aircraft Technician

CONTENT PAGE

As employers, you need to know that your target audience is changing. No longer will you be dealing with the boomers of the past - now, you’ll look to millennials when you begin to hire. By 2020, it is reported that millennials will make up a third of the entire workforce. A majority of your hires will come from them - but just how do you get started on attracting these candidates?

Why is hiring suddenly so difficult and complicated?

ApartApart from the competitive job market, millennial candidates are a new breed of people looking for meaning in life and in work - and if your job postings don’t reflect this (or other things like a strong brand voice), then no one will take the bait. They don’t want a boring cubicle job - they want jobs that excite them out of their skin.

ThisThis guide will help you to convey that excitement in your job descriptions.You’ll see what a world of difference it makes to write your job descriptions in an engaging way. Don’t believe us? Glints has a whole reserve of job description templates at the ready, apart from the examples provided later on.

Let’s get started!

Introduction &Foreword

1EMPLOYERS.GLINTS.SG/

You’re committed ‘round the clock to churning out job descriptions in your hunt for fresh young talent, but the search has been fruitless for a while now. Your open positions haven’t been filled, and your candidates and applicants are nowhere to be found. Help! DidDid you know? The quality of your job postings can mean the difference between being flooded with eager applications and being left to a barren desert. You also have to recognise the distinction between being informative and being way too verbose.

MillennialMillennial candidates are on the hunt for things that not only call for their attention, but straight up snatch it. As time goes on, many aspects of life evolve – so you should expect the same for hiring and the way you serve up those precious job descriptions.

Here’s the thing: you can’t afford to be boring and stiff any longer. YourYour candidates are younger, they’re filled with energy and explosive passion, and they view the world very differently from older generations. They’re here not just to work but to hustle, and it goes without saying that your job descriptions ought to reflect that – accurately, concisely, and uniquely. TheThe greatest job descriptions get straight to the point and have a strong voice. They tell your millennial candidates about what’s exactly in store for them, right down to the salary range. Don’t waste words, but don’t waste time either – young jobseekers want to know about their role, what your expectations are, who they’re going to interact with daily, and how much they can expect from compensation.

The importance of truly awesome job descriptions


How to write stellar job descriptions

The clearer you are in your writing, the easier it is to attract millennial candidates. You’ll be swimming in applications soon, and you’ll wonder why you didn’t do it sooner.

There are six main things in a job description you should handle with care:

The last thing you want is to provide a job title that creates more questions than it answers. What exactly is this role, and can this job title tell someone that right away?

JOB TITLE


An example would be the job title of “Operations Executive” – which tells a person nothing about the role they’re looking at, or which department they’ll be put in. Operations? What about it? Something more specific would go along the lines of “Administrative Executive” or “Customer Service Executive” so your candidates know what they’re getting themselves into. AlsoAlso note the rank of your position and include words like senior or junior. Let candidates gauge for themselves the amount of experience you’re expecting.

Lastly: buzzwords (think ninja) are cool, but not that cool. They’re not the Holy Grail to perfect job descriptions; not every candidate dreams of becoming a rockstar or a wizard. Here are some eye-catching job titles we think will help:

Here’s where you get down and dirty with the details. Ideally, write down up to 15 job functions and duties that you think will give your candidate a broad understanding of this role. Try not to go beyond this number – you’re writing job descriptions, after all, and not job dissertations.

JOB RESPONSIBILITIES AND FUNCTION


Keep these important tips in mind when writing job descriptions: Use powerful and concise writing Keep it real – don’t oversell or create false expectations Bullet points are your friends Drive your job descriptions with lots of action verbs (See? Wasn’t this super readable?)

Interested in building effective job descriptions? Click here to download our resources!

Job descriptions shouldn’t only discuss what responsibilities are in store. Give your candidates some insight into the hierarchy at work and let them know who they’ll be reporting to on a daily basis. Instead of going in blind, they’ll come for their first day much more prepared. It’s also good to give them a little more insight into how your company is structured and how the hierarchy works. You wouldn’t want your

WORK RELATIONSHIPS


candidate to be drifting about the office without a leader to follow. Give the sheep their shepherd, and assimilating will be so much smoother.

Be as specific as possible here: do your candidates need a degree or a minimum number of years of experience to qualify for this role? Once you’re clear on your expectations on what qualifies a candidate, jobseekers will naturally take themselves out of the equation. This makes your job so much easier instead of having to filter through mountains of applications and CVs. It’sIt’s important to still be open-minded when it comes to candidates who are pulling mid-career switches. It might look strange that a person with a creative background is sending in an application for a technical or IT position, but chances are they might be exploring a new route altogether.

Providing a salary range in your job descriptions is useful so that candidates don’t have to come for the interview loaded with awkward questions about compensation and salary. It’s great to provide this information first-hand through your job descriptions and allow candidates with higher compensation expectations from applying at all – after all, if you’ve already established a salary range, they’ll know right away that this might not be the job for them and then be on their merry way.merry way.

EXPECTED QUALIFICATIONS

SALARY RANGE


Salary ranges are also awesome if you’re not too strict on the experience level and educational requirements of your candidates. The lower end of the range would go for candidates you really like who lack the years of experience, and you can scale things up from there accordingly.

Here’s where you get to shine – really! If there’s anything you think your company should be known for, go ahead and entice your hungry candidates. This is also a great time to let them sneak a peek at your company culture and way of life. Being clear on the benefits will also give candidates a clearer picture on how this job is going to affect their life and not just their wallets.

Some perks and bonus pointers you can include in your job descriptions:

A staff gym and swimming pool (for the fitness-obsessed) Foosball table in the pantry Community volunteer programmes for staff Free lunch on Tuesdays

UNIQUE COMPANY PERKS AND BENEFITS


Job description samplesThe good and the bad

Before you get back to working on your own job descriptions, here are some sample JDs we’ve picked out ranging from good to just plain bad, for various reasons.

THE GOOD: BANDLAB, IOS DEVELOPER


Why it works:

Clear, enticing, and useful information Concise and effective writing Each section is well-defined (with bullet points) Lots of action verbs: collaborate, improve

Why it falls flat:

Extremely vague job title No description of job roles and function Absence of company information It’s way too short

THE BAD: CRAIGSLIST, TEAM PLAYERS


In this day and age, we no longer have the time for uncertainty or even the wasting of time itself. When crafting your job descriptions, know that descriptions that are concise and informative will easily be set apart from the rest.

EvenEven better if your job descriptions have a unique brand voice, too! Millennial candidates will be more likely to send in their applications if you don’t set up false expectations, be upfront with what they’re going to get out of it and what their role is going to be like. It’s time to energise your hiring efforts through refining job descriptions. Give it a try and see if it’ll get you a greater influx of candidates.


You may not be a writer, but we believe everyone who’s in charge of writing the job descriptions can save them with these uber-useful copywriting tips, adapted from the advertising legend - Joseph Sugarman.

PowerPower up your job descriptions with these 6 copywriting tips. You’re going to leave feeling empowered!

CopywritingGuidelines

to Save Your Job Descriptions

This is where you catch people’s attention. Working up a headline that’s concise and impactful will help you to better shape the rest of your work and keep you focused. Keep your headline between 3-10 words and cut out unnecessary words if you have to.

The first draft is the hardest to write. Why? Maybe because we all have the same fear: that our writing sucks. This icky thought might be true – but only for the first draft.

NoNo one is a perfect writer. There are going to be problems and issues with your starting drafts. Your editors might want to rework the entire thing. It’s gonna bother you, but you have to get your first draft out regardless. Put all your thoughts to paper and write, no matter how much you think it’s going to stink. You’re going to need some thick skin to get going.

WORK UP A CATCHY JOB DESCRIPTION HEADLINE.#1

GRIND OUT YOUR DRAFT.#2


After some time away from your draft, it’s time to make like King Midas and turn everything you touch to gold. Yes, that means the draft that’s waiting for you.

DavidDavid Ogilvy, the greatest copywriter in the world, once said, “I’m a lousy copywriter, but I am a good editor.” Look through your draft once, twice, thrice – as many times as you need to work out the issues and how to rectify them. Reduce your word count, make it simple, and don’t dilute your work.

Much like your headline, your very first sentence needs to punch readers in the face. The first sentence should provoke a response out of someone reading your work before the rest of the article can take effect.

REFINE YOUR FIRST SENTENCE.#4

EDIT. EVEN IF IT HURTS.#3

David Ogilvy

I’m a lousy copywriter, but I am a good editor.

Founder ofOgilvy & Mather.


Every sentence you write must make someone want to read the following sentence, and the one after that, and so on and so forth.

Give people a reason to keep reading. For example, if you’re writing about a personal story, try to drop hints about what’s coming up later. Pose questions that might provoke people. Keep your readers hooked, because then they’ll keep reading until the very end.

In a world where attention is hard to attract and maintain, this is crucial to creating unforgettable content.

You might think people are gonna appreciate complicated terminology and complex, genius-level content.

Wrong. A great piece of content often has C+ writing and A+ storytelling, insights, or analyses.

YouYou should ideally aim for simpler/younger reading levels and abstain from flowery language. No one will appreciate being bamboozled by words like “obfuscate.” Use Hemingway to assess your writing grade level and make sure not to overcompensate.

WRITE SIMPLE.#6

CREATE THE SLIPPERY SLOPE.#5


In this section, we’re going to showcase 5 examples of job descriptions that didn’t quite work, and how we changed things up a little and made them more compelling.

This means taking out redundant information and replacing it with strong copy and distinct tone of voice. Check it out below!

Sprucing Up Your JDs: Before and After

Example 1: Marketing Executive (Intern)

We are looking for a capable candidate with an aptitude for marketing and branding who will work closely with our marketing team and a notable client. The ideal candidate will do the following:

Assist with, execute, and manage marketing campaignsHave working knowledge of marketing practices Have working knowledge of marketing practices and excellent project management skillsUse social media marketing tools and other SEO tools like Google Adwords and AnalyticsThrive in a fast-paced environment and meet objectives as per stipulated deadlinesWork in a team and be proactive in idea Work in a team and be proactive in idea generation and brainstorming sessions

BEFORE AFTER

Are you a passionate and dynamic individual who loves branding and marketing, and helping businesses to grow like wildfire? We’re a digital marketing agency on the hunt for our next marketing intern. If you’re looking for a fast-paced and engaging role focused on business development and market disruption, read on! read on!

The ins and outs of an impactful marketing campaignGet better at Google Adwords, Google Analytics, Facebook Ads, and other digital marketing tools. Drive a marketing campaign both online and offline: execute campaign events for the public, synergise, and collaborate with a passionate in-house marketing team.

EMPLOYERS.GLINTS.SG/15


Report to the marketing head on a daily basis and meet campaign goals efficientlyOther ad-hoc duties as assignedConduct market and consumer research as needed

BEFORE AFTER

Learn exactly what your clients want. Work with a notable client in the food industry and interact with professionals and veterans.

Produce, edit, and manage marketing content and copy for large audiencesWork on content pieces and irresistible copy that will generate leads for your campaign.Manage social media content andManage social media content and community efforts by catering to target audiences and attracting attention by staying relevant.



BEFORE AFTER

RequirementsCurrent enrolment at a local university, pursuing a degree in marketing or related field

What We Look for In YouKeen interest in emerging technologies and marketing trendsPhotography skills are a big plusPhotography skills are a big plusGreat personal drive, with a desire to constantly develop yourself and learnProactive and collaborative spirit

BenefitsConvenient, walkable proximity to the MRT (so you don’t tire yourself out every morning)Lots of food and desserts to keep you goingLots of food and desserts to keep you goingCareer development opportunities in abundance – grow with us

Good to have:PhotographyCopywriting skillsOrganised work ethicGenuine interest in emerging technologies and trendsPersonal drivePersonal drive

Benefits:Good working environmentCareer development opportunitiesConvenient working location (Few minutes' walk from MRT)



BEFORE AFTER

RequirementsCurrent enrolment at a local university, pursuing a degree in marketing or related field

What We Look for In YouKeen interest in emerging technologies and marketing trendsPhotography skills are a big plusPhotography skills are a big plusGreat personal drive, with a desire to constantly develop yourself and learnProactive and collaborative spirit

BenefitsConvenient, walkable proximity to the MRT (so you don’t tire yourself out every morning)Lots of food and desserts to keep you goingLots of food and desserts to keep you goingCareer development opportunities in abundance – grow with us

Good to have:PhotographyCopywriting skillsOrganised work ethicGenuine interest in emerging technologies and trendsPersonal drivePersonal drive

Benefits:Good working environmentCareer development opportunitiesConvenient working location (Few minutes' walk from MRT)


The job role and responsibilities have changed slightly as well - the key difference here is a strong voice and convincing writing that can make applicants believe they’re in for a fulfilling time at this company.

A more engaging style of copy that speaks directly to the applicant. As opposed to just writing about what the company was looking for, we opted for a more daring approach.

We’ve reworked the benefits section as well to be more dynamic and approachable - even fun! Millennials are more likely to work for a company that has a personality.

WHAT’S CHANGED:


Example 2: Graphic Designer

We're looking for a graphic designer to produce illustrations and infographics for our business needs.

Your responsibilities are multi-faceted, and include gathering user requirements, designing graphics, and utilise design software and tools to achieve your goals.

OurOur ideal candidate possesses a portfolio of professional design projects, preferably related to web and mobile applications.

Your responsibilities include:Developing new design concepts, graphics, and layoutsWorkingWorking together with our marketing team,

BEFORE AFTER

Do you enjoy creating something that has the power to hold the attention of large audiences? Do you want your work to reinforce the effectiveness of a content piece or better yet – a marketing campaign?

We’reWe’re a young fintech startup with dreams of disrupting the blockchain industry, and we’re looking for a competent and energetic graphic designer to give our business efforts that extra zing!

Innovating new design concepts and using them to power marketing campaignsUseUse design software and wireframe tools to create concepts and illustrations to support content and marketing. Express your creativity to



operations staff, and other designers to identify user requirementsReview designs for errors before printing and publishingConducting market research for the latest graphic styles and trendsPreparePrepare drafts of designs and be ready to present new ideasContribute to other company-wide strategic projects as needed

BEFORE AFTER

fuel business goals.Collaborate and work together with other designers and the marketing team to come up with unique and bold graphics and designs. Experimentation is the name of the game.

Mastering the design workflowWorkWork on every phase of the design workflow either independently or in a team setting. See a project through from start to finish.Review design concepts and existing works for errors before printing or publishing them. ResearchResearch the market and design space and study new trends on a regular basis. Keep up to date with the latest and remain a relevant designer to suit any occasion.



We want you to:Thrive in a fast-paced startup environmentBe attending any local polytechnic, or NAFA or LaSalleBe familiar with Illustrator, Photoshop, and other softwareMaintain a strong grasp of visual aestheticsMaintain a strong grasp of visual aestheticsHave graphic designing experienceThink on your feet and be inquisitive at all timesGet things done

BEFORE AFTER

RequirementsCurrently pursuing a diploma or degree related to graphic design or marketing0-2 years’ experience in graphic design and illustration work

What We Look for In YouAA gung-ho attitude and a desire for constant self-improvementGenuine interest and drive for graphic design-related thingsThe ability to think on your feet and adapt to various situationsFamiliarityFamiliarity and experience with design software and wireframe tools


The previous job description had way too little information. If we’re being honest, it just makes your company look bad and a little lazy, like you’re not serious about finding someone for this role. We’ve spruced it up by including more information that isn’t generic and sleep-inducing.

Some information and backstory to the startup also helped to give this job posting a bit more life. Applicants want to know you as much as you want to know them. It’s a two-way street.

WHAT’S CHANGED:


Example 3: Technical Support Engineer

We are looking for a competent technical support engineer to support our business growth efforts and to assist with the marketing and promotion of new products to a wide base of clients and customers.

BEFORE AFTER

Do you enjoy diagnosing systems, products, and software faults? Are you a natural at translating technical terms into simple, easy-to-understand lingo for the clueless and uninitiated? If you’re a hopeful engineer and this profile fits the bill, then this could be your next big role.

We’reWe’re a leading electronics and engineering firm on the search for our next technical support engineer. Our winning candidate loves engineering and is technically competent. Reporting to the sales director, you’ll provide reliable support to customers and fill info gaps.



Job Description:Report directly to the sales directorDeliver product presentations to existing and potential clientsConduct market research on industry trends and compile data for the sales team and clientsCreateCreate and execute marketing strategies for the companyMaintain close rapport with suppliers to strategise on product marketing and new product promotionsWork days (Mon to Fri)

BEFORE AFTER

Build on existing client relationships and maintain rapport with vendorsCommunicate regularly with existing and potential clients and actively discuss issues related to our current products, software, and hardwareLiaiseLiaise with vendors when necessary about outstanding issues and build a trusting working relationship on behalf of the firm

Provide timely technical support as an expert troubleshooterAdapt to unforeseen situations and provide reliable technical support ActAct as a strong pillar of support for customers who have information gaps and require urgent help to solve issues



Job Requirements:Diploma in Electronics/Telecommunication Engineering or any related fieldSelf-motivated, independent work ethicStrong leadership skillsResourcefulnessGoodGood interpersonal and communication skills for customer interactionThe ability to work well under pressure in a fast-paced environmentExcellent team player attitudeSalary will commensurate with your qualifications and experiencesSingaporeans / PRs onlySingaporeans / PRs only

BEFORE AFTER

RequirementsA degree in engineering or electronics1-2 years’ experience as a technical engineer or technical support staff

What We Look for In YouGenuineGenuine love for people and building relationships. You’re a sunny, cheerful person and you’ll stop at nothing to help one in needA rock-solid attitude of a determined team player – you thrive in team environments and enjoy collaboratingYou’reYou’re fluent and communicative – our customers need to understand the information coming from you to solve their issuesThe ability to take charge and lead when necessary. We want great teammates and greater leaders


The previous job descriptions weren’t very interesting or exciting to read. In our version, we’ve added in more juicy information that tells the applicant all about the job they’re applying for. We want to get them feeling eager, not dreading mundane office work.

The previous posting’s job requirements section was split up into further sections. If you genuinely want a candidate of considerable quality to look your way, then writing a What We Look For In You section is the place to fully express what qualities you want. Again, the copy is engaging, colourful, and dynamic. Express the passion you want to see!

WHAT’S CHANGED:


Example 4: Accounts Executive

We are looking for a competent accounts executive to contribute to the growth of our company. This is a 9 to 6 job, from Monday to Friday. Please send us your CVs if you are interested.

BEFORE AFTER

Are you known for being meticulous and detailed in everything you do? Is efficiency or accuracy the name of your game? If you’re someone deeply passionate about supporting an organisation through handling the many facets of the accounts department, then we’ve got a job for you.

We’reWe’re a leading logistics and supplies company in search of our next accounts executive. Over the years, we’ve worked and partnered with global clients and continue to make waves in the logistics field with teams of seasoned operators. We’re looking for an accounts executive to help contribute to our growth and competency in a competitive field.competitive field.



The role involves the following duties:Handle invoicing, accounts receivable and accounts payable.Enter accurate and timely data into the accounting system.AssistAssist in ad-hoc accounts-related tasks when necessary.

RequirementsHigher Nitec/Diploma in Accounting or LCCI Intermediate or equivalent.At least 1 year of working experience in AR/AP.KnowledgeKnowledge in Microsoft Dynamics NAV accounting software is a plus.Fresh graduates are welcome.

BEFORE AFTER

Exercise your accounting knowledge and apply it at workHandle basic to advanced accounting duties, including invoicing, accounts payable and accounts receivableContribute to the ongoing paperwork and documentation process for the accounting armLearnLearn from seniors and familiarise yourself with the company’s accounts workflow

Contribute to the digitalisation of accounts work and gain efficiencyEnsure the integrity and protection of all virtual accounting data and filesEnterEnter in data in an accurate and timely manner into the relevant accounting softwareConduct regular audits and checks on consolidated data



AFTER

RequirementsFamiliarisation with Microsoft Dynamics NAV software is a definite bonusHigher NITEC/Diploma in Accounting or a LCCI Intermediate qualification0-20-2 years of working experience in accounting positions

What We Look For In YouA great attention to detailSuperior time management skills to keep up with the teamAn efficient and honest work ethicResilience and resourcefulnessResilience and resourcefulness


The previous job description had way too little information. If we’re being honest, it just makes your company look bad and a little lazy, like you’re not serious about finding someone for this role. We’ve spruced it up by including more information that isn’t generic and sleep-inducing.

There wasn’t much to be discussed about the hiring company or their deeper requirements in a candidate. If your job posting is vague, unconvincing, and passionless, then no one’s going to want to apply. In this new version, there’s much more to take in, along with an exciting voice that will inspire action on the part of your would-be applicant.

WHAT’S CHANGED:


Example 5: Aircraft Technician

Looking for an experienced and competent aircraft technician to join our team today. If you’re interested in aircrafts and engineering work, then join us today to work on countless servicing jobs and other relevant modification projects. As our technician, your job involves the following:

BEFORE AFTER

Got an endless curiosity for how aircrafts work? Have you ever wanted to take apart jets and planes to figure out every nook and cranny?

We’reWe’re a leading aerospace company with a passion for producing groundbreaking results. We work on several aircraft models and lines and have collaborated with notable clients over the last few years. If you know anything about the aerospace industry, then you’ll know we take aircrafts and engineering seriously - and we’re lookinglooking for an aircraft technician just as passionate as us.



Job ResponsibilitiesDay-to-day maintenance and servicing of aircraftModification and rectification workScopeScope of maintenance: Cabin equipment; furnishings; fuel and engine systems; Airframe systems; Electrical wiring and wieldingRepairRepair and overhaul of aircraft composite components. This includes dis-assembly, cleaning, inspection, assembly, testing and documentation of composite and aerostructure works.Committed to meet customers and airworthiness requirements

BEFORE AFTER

Get your hands dirty and learn the ropes of aircraft servicingCarry out day-to-day maintenance works such as cabin furnishing and refueling as well as welding and electrical workService aircrafts and execute efficient rectification of faults and technical issuesRepairRepair specific aircraft composite parts, including disassembling, inspecting, fixing, and documenting the entire process

Become an industry expert and get familiar with every aspect of your jobMeet customers and learn the details of their requirementsPracticePractice your people skills and work to build healthy professional relationships in the fieldCommit yourself to meeting the standards of the



Job RequirementsDiploma in Engineering (Mechanical, Mechatronics, Electrical and Aerospace)

BEFORE AFTER

industry in terms of airworthiness and efficiency in your aircrafts

RequirementsDiploma/Degree in Mechanical Engineering, Mechatronics, or Aerospace Technology0-2 years of working experience in the aerospace field/technical work

What We Look For In YouWhat We Look For In YouA genuine interest in aerospace technology and learning about the marketMeticulous and detailed work ethic for carrying out repairs and maintenance worksOptimism and resilience in the face of challengesA sense of ownership and pride over your work


Fixing aircrafts and engineering work may seem like tough, straight work, but it won’t hurt to sound a little more enthusiastic about it. If you’re uninspired in your own copywriting, then how will you find candidates who are truly interested in this job? We’re doing away with the corporate, mechanical voice and replacing it with something more personable, like we’ve done for the previous few JDs.

WHAT’S CHANGED:


IIf you're eager to start growing your startup, click below to access our ELP portal and get in touch with our team today!

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Documents

GLINTS JOB DESCRIPTION AND COPYWRITING GUIDE · 2018-09-28 · After some time away from your draft, it’s time to make like King Midas and turn everything you touch to gold. Yes,