Attracting quality talent is a constant challenge. Referral recruiting offers recruiters the ability to efficiently reach their target candidates via referral sources but also requires a different approach to writing the job post.  For starters, to effectively utilize referral recruiting a recruiter must put themselves in the shoes of the two target audiences; the referral source and the candidate.

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First, focus the opening lines of the job post at the referral sources locating talent on your behalf.  To enable referral sources to refer quality applicants, one must effectively communicate the requirements in a way that friends and colleagues of the potential applicant can understand and associate to the individual.

The best way is to keep it short and to the point. Include simple details that a friend or acquaintance will know about a person; the job title, the primary task for the position summed up in one or two sentences, and the length of required experience.

Other details may be added here but each additional requirement actually decreases the chance of getting an initial referral. Good referral sources will not submit a candidate that they do not KNOW to possess a requirement listed in the job posting even if the potential candidate has the desired skill unbeknownst to the referral source.

Remember: At this point the objective in referral recruiting is to maximize the number of referral candidates for the position.  Every referral may not be completely qualified for a position, but a qualified candidate who is unaware of the position cannot apply.

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The second target reader of the posting is the actual candidate for the position, but be careful to avoid dissuading qualified individuals. Write a concise but informative job description to encourage the candidate to apply. Avoid writing a lengthy list of bullet-point requirements and attaching a generic list of soft-skill requirements at the end of the posting.  Clearly define the tasks for the position and make sure the goals are as tangible and objective as possible. Less is more. Here are some general guidelines:

1. Use simple words. A term used for a task or responsibility within an organization may interpreted differently by an external candidate. A good job description outlines the tasks to be performed using simple words. Deciphering acronyms, buzzwords, or industry slang just to understand the job responsibilities is an indication that the position might not be at a great company to work for in the first place. The good candidates know this, so make the requirements understandable so all candidates clearly know what is expected of them.
   
2. Make requirements clear. Don’t put generic requirements like “strong communication skills” or similar catchphrases into the job descriptions. Communication is overly broad in that there are many forms of it and ways in which it can be applied. Clarify the required skills by giving some context in which it will be used, such as: “Present technical wireless concepts to those not familiar with the cellular phone industry”. Make sure each task item illustrates and pertains to a key job function.
3. Don’t go overboard. The job description should outline the requirements but it should not list every single responsibility and task the job will perform. Postings with lines and lines of requirements read as ‘avoid me at all cost’ jobs.  Also validate that it’s realistic, don’t require 5-7 years of experience for a platform or field that has only been existence for 3.
   
4. Write it in a positive sense. A candidate should be able to clearly tell whether they have experience or know-how that meets the requirements and subsequently want to apply. A job posting that includes tangible or quantifiable objectives receives more applicants than one containing a bullet-point list of vague requirements. To get the better quality candidates, one must write better quality job descriptions.
5. Don’t go overboard. It’s important enough to be repeated. Keep it short, positive, and as objective as possible.

Remember: An advantage of referral recruiting is the ability to make passive candidates aware of open positions they would not normally be aware of. The job post must communicate the high-level requirements of the job to the candidate AND to be written convincingly to encourage them to apply.

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Additional Posting Tips:

• Title – Include a job title comparable with others in the industry.
• Major Duties – Starting with an action verb in each clause, list the tasks that are to be completed while holding the position. List these tasks in order of importance. Be clear and specific. Mind rules 3 & 5.
• Education/Experience – Include the desired degrees and required experience. If possible, try to avoid making “X number of years” one of the requirements for a position as is it not a reliable indicator of how much an individual learned or can accomplish. People learn and utilize their experience at different rates in different organizations. Make skills the primary driver, let the level of education & experience be validated during the interview process.
  
• Supervision – Include to what degree the position is supervised, and by whom it is supervised. Candidates want to know how the position fits into the organization structure.
  
• Working Conditions – Be clear as to when and where the candidate is expected to work. Hours, months, locations, travel requirements are all essential components of this section. Mind rules 3 & 5.
  
• Benefits – Include things that will attract candidates, such as challenging assignments, insurance policies, etc. Make sure to sell the position well here, and explain exactly what the candidate will be getting in return for his or her services.

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Other Resources & Thought Provoking Reading:

Why you must eliminate  job descriptions!

Additional tips on writing more traditional job descriptions.

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MyJobReferrals.com is an online job referral system enabling individuals to refer qualified candidates for open positions and receive a finder fee if their candidate is hired. © 2009 My Job Referrals, LLC

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