Job Ads Should Focus on Proof, Not Promotion

It’s almost a cliche to say at this point that the pandemic is an opportune time to re-examine a host of recruitment practices. Still, this is certainly the case when it comes to job postings, most of which just plain suck. They weren’t so hot before the pandemic, and…

  • They
  • Continue
  • To rely on
  • Poor practices
  • Like the kind you just read featuring a list of bullets (annoying, right?)

It doesn’t have to be this way. Especially given another current cliche about the importance of human connection these days, job ads can and should resonate more effectively with job-seekers. “Just because it’s an employer’s market doesn’t mean you can treat people like used cars on a lot,” writes Katrina Kibben, founder and principal consultant of Three Ears Media, a recruitment marketing consultancy.

Recently, Katrina spoke with ERE editor Vadim Liberman for a Facebook Live discussion and Q&A about how a pandemic is no excuse for bad job posts. The conversation included tackling a variety of questions, many of which came from the audience, such as (here come some worthy bullets!):

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  • What were companies doing wrong even before COVID-19?
  • How has the pandemic influenced job ads?
  • What can companies do to better distinguish their ads, particularly during today’s troubled times?
  • What’s holding employers back from infusing more personality into their ads?
  • On the other hand, how can organizations maintain balance by not creating job ads that veer toward the other extreme? (Ninjas! Witches!)
  • What are optimal ways to structure job ads?
  • Is there an ideal length for a job ad?
  • How often should you update your job descriptions?
  • How can you write posts in ways that discourage “serial applicants”?
  • What are some good practices to foster diversity and inclusion?
  • What are tips for companies when it comes to incorporating multimedia content?

Additionally, Katrina explains the difference between proof and promotion when it comes to creating job ads. Click below to view the Facebook Live session for a slew of insights:

You may connect with Katrina via:

Vadim Liberman is editor of and TLNT (the devil wears TJ Maxx) — a workplace renegade advancing how we think, work, and live. He has previously worked as a strategy consultant to HR and recruiting tech companies at The Starr Conspiracy, as a talent management professional at Prudential, and as senior editor of The Conference Board Review, a magazine for business leaders. Vadim loves to talk about all things HR, talent acquisition, and Bravo TV shows. Bring it!

Katrina Kibben is the Founder and Principal Consultant of Three Ears Media, a research-based recruitment marketing consultancy. For most of Katrina's career, she has been a marketer living in a recruiter's world - listening to both sides of the talent equation to understand the real issues and find solutions. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver smart recruitment marketing that makes the right people apply. Katrina has also spoken at events around the world and written for HRTech Blog,, RecruitingDaily and many other digital publications.