Why your next job post should read like a marketing campaign

"More than 80% of job seekers check company reviews and ratings before applying, according to Glassdoor. And it's not just about perks: Edelman's Trust Barometer found that nearly 6 in 10 employees choose where to work based on shared values. These aren't surface-level preferences; they signal a deeper shift in expectations. Candidates want a reason to believe, not just a list of requirements."

"The most qualified marketing candidates already know how to spot a bad ad. They scroll past headlines that don't resonate, tune out vague language, and ghost messages that feel robotic. And when your job post reads like a corporate compliance document instead of an invitation to do meaningful work, they won't even click."

"The shift is clear: Candidates now behave like consumers. They compare, research, and screen opportunities with the same discernment they apply to products. That makes your job post more than just a filter. It's a first impression, a trust signal, and, if done well, a conversion tool. It's time to start treating your recruitment process like a campaign. The tactics marketers use to capture attention, communicate value, and compel action are the same tactics that now determine whether you attract the right people or lose them to someone else."

Candidates behave like consumers: they research companies, check reviews, and prioritize shared values when choosing where to work. Job posts serve as first impressions, trust signals, and conversion tools rather than simple filters. Generic, compliance-style postings repel high-caliber marketing talent who expect resonance, authenticity, and meaningful impact. Recruitment messaging should start with precise audience segmentation—by level, background, industry fluency, or motivators—and speak directly to specific candidate needs. Treat the hiring process like a marketing campaign that captures attention, communicates value, and compels action to attract the best-fit candidates.

Read at Fast Company