Mastering the Art of Compelling Storytelling in Job Descriptions

The application of strong storytelling skills extends far beyond the world of novel writing and the creation of scripts and screenplays. It can be applied highly effectively for a wide range of purposes – not least to the task of developing appealing and powerful recruitment specifications.

So, how can you attract top talent through storytelling in job descriptions? In this article, the experts at Magnetic Recruitment explain how to use the key aspects of this skill to best effect and explain their impact on the reader.

What is the significance of storytelling in job descriptions?

The application of strong techniques of storytelling in job descriptions offers all kinds of benefits to recruiters. For a start, well-crafted job descriptions will almost invariably perform better than those that appear to have been rattled off quickly and with little thought for the reader.

But exactly how can storytelling in job descriptions help attract and engage top talent?

If it appears that you have invested time and effort into a recruitment specification, readers – whether consciously or subconsciously – are more likely to assume that similar care will be taken across the board when it comes to the management of the business they are considering joining. This will attract discerning candidates who are ready to take their applications seriously.

Storytelling methods are also a great way to keep people engaged and paying attention from the start of your description to the end. Suppose you are able to keep a candidate’s interest throughout. In that case, key elements of the role are less likely to be missed and it will be easier for them to internalise the key points in preparation for an interview.

How does storytelling in job descriptions impact the recruitment process?

Imbuing your job descriptions with storytelling elements will help them appeal to candidates in a manner that is personal and even emotional. It can help recruitment specialists to attract applicants who are personally invested in the role and its duties – as well as the wider business.

When these techniques are used, readers are more likely to find themselves feeling engaged with the history and aims of the organisation to which they are applying.

What are the key elements of storytelling in job descriptions?

What are effective techniques of storytelling in job descriptions? Here, we’ll look at just a few.

Story structure

Despite the seeming fluidity of this writing discipline, the form that a story takes is usually the same across the board.

It’s well known that all stories have an intriguing beginning, a fast-paced middle and a satisfying end, but you can also apply elements like “rising action” (where the pace picks up and new, important elements are introduced) and a “midpoint” (a “point of no return” that sets up the rest of the journey to roll neatly towards its conclusion).

Character

Interestingly, you don’t have to name individuals in a job description to give a sense of character – though you may choose to talk a little about the company’s CEO or others in the team for which you are recruiting, with their permission.

The department in which the role sits – or the company itself – can be the character. After all, it’s highly likely that the work will have already been done when it comes to creating a personality for the organisation; this is a key part of branding and helps to develop a sense of recognisability in consumers.

By creating a vibrant description of the culture of the workplace and the interplay between teams, it’s possible to craft an emotive and characterful piece of writing that will strongly appeal to the right candidate.

Motivation and Conflict

By laying out aspects such as the company’s mission, you’ll be able to give a clear impression of “motivation” – a key driving force for a story. Describing some of the challenges that have been faced and overcome, and the way the company has grown and changed in response to those challenges, gives a sense of a “character arc” and helps create a sense of investment.

What are the essential elements of a compelling story in a job description?

A good job description should be crafted like almost any other story. We’ve mentioned beginning, middle and end – and these should be carefully considered.

Your beginning should grip the reader by laying out the key elements of the role in a way that is interesting, engaging and to the point. It can do more than focus on the specific role for which you are recruiting; a great approach is to tie in this role with the wider mission of the company and the reason for its founding.

This helps to give a sense of context and an idea of the position’s importance.

While it’s important to flesh out your description with detail in the middle, this is the stage where most readers abandon the copy if it doesn’t retain their interest. Use short sentences, stay focused and keep language simple and practical, rather than theoretical and littered with jargon.

A great way to bring some colour to the middle of your piece is to explore some of the challenges the company has faced, and the ways in which it has responded to those challenges.

You may even decide to explore a case study of an employee working in the department for which you are hiring, as this offers a sense of social proof – a strong way to positively convince potential candidates of the trustworthiness of the job description and the working culture within the business.

Finally, the end of your piece should wrap everything up nicely, providing a clear call to action and summarising the key “selling points” of the role and the business.

Remember: as with any story, it is vital that you always respect your audience. Avoid language that could be construed as inaccessible – or, at the other end of the scale, patronising – and keep things vibrant without over-complication.

What strategies can recruiters and HR professionals use to craft job descriptions that resonate with candidates on an emotional level?

The application of storytelling techniques is just one of many strategies that can be utilised to great effect when creating job descriptions.

Hiring specialists at Magnetic Recruitment have a strong track record of developing specifications that appeal to the ideal audience every time.

You can learn more about our work by visiting our website – or, if you have any specific enquiries, don’t hesitate to contact us today.