Creating a Connection with Job Candidates Starts Long Before the Job Description

“How do we create an emotional connection with potential job candidates quickly, using just a few words or even an image?” This insightful question came from an HR professional following my presentation at the Twin Cities Human Resources Association Spring Conference. It highlights one of the key challenges in today’s recruiting landscape.

In a world where the average American adult is exposed to around 5,000 marketing messages a day, it’s no wonder that creating an impactful connection with candidates can feel nearly impossible. We have countless tools to reach potential hires, but so does everyone else. The real challenge is not just reaching them but engaging them.

To draw candidates in, you need to grab their attention before they even consider reading your full job description, exploring your organization, or applying through your Applicant Tracking System (ATS). So how do you do that? Certainly not with a generic job title like “Java Programmer.”

Let me illustrate this with a quick example. Just before my presentation, I searched for Java Programmer jobs online. The first result was a posting on Indeed.com for a position in southwest Ohio. It followed a painfully familiar pattern:

The title? Simply “Java Programmer.” Given the global demand for Java programmers, this title alone does little to stand out. Then came the recruiter’s name and company information—important, but irrelevant to the candidate at this early stage.

And the job description? “X & X Associates has partnered with an Ohio company to help them find quality candidates for their JAVA Programmer position.” Could this be any more generic or uninspiring? It’s unclear, impersonal, and does nothing to capture a candidate’s interest.

Moving to the requirements section, it doesn’t get any better: “Bachelor’s degree, knowledge of data processing, and experience with JAVA.” This information is hardly groundbreaking, given it’s exactly what anyone applying would expect.

I’m not here to criticize this particular recruiting firm, but to emphasize that such a generic approach won’t attract top talent. Candidates are looking for roles that feel relevant, exciting, and aligned with their goals. And to do that, we need to make the job posting itself engaging and unique.

Here’s How to Create That Connection:

1. Start with a Compelling Title: “Java Programmer” tells us nothing beyond the job function. Add context or benefits that hint at why this position is unique.
2. Make it About the Candidate: Begin with what’s most important to them—how this role impacts their career and aligns with their values. Skip the recruiter’s information and focus on the role’s impact.
3. Focus on What Sets This Job Apart: If you want candidates to envision themselves in the role, showcase why it’s meaningful. Share exciting projects, team dynamics, or growth potential.
4. Humanize the Posting: Use language that speaks directly to the candidate. Instead of a dry list of requirements, highlight the opportunity to make a difference or solve unique challenges.

In the end, if we want to attract the best candidates, we need to create an emotional connection that differentiates our postings from thousands of others. Candidates want to feel that their next role is more than a paycheck—they want to believe in what they’ll be doing and the organization they’ll be joining. And that connection starts well before the job description.