Craft Company Narratives, Not Job Descriptions

Company Narratives

“Hello Dan. I wanted to reach out regarding an opportunity for a senior web analyst position in your area. This person needs to have experience with Google Analytics as well as MySQL and SAS, and a strong understanding of SEO and Paid Search initiatives to drive leads and customer acquisition. The company is a small SaaS startup, and needs someone who is a self starter with an entrepreneurial mindset and passion. Can you tell me more about yourself and your experience?”

Well, thank you. You sound like the other 5 recruiters that called me this week looking for the same thing, describing skill sets and needs about which you have little understanding. Not to mention you have almost no detail regarding the company, what they do, how they’re growing, what the team does, and so on. You then proceed to send me a “more detailed” job description, which essentially regurgitates the bland information presented to me on the phone. In most cases, after probing further about the company and the situation, I am left with little pertinent information

Now consider if I had been approached with the following conversation:

“Hello Dan. I am reaching out regarding an opportunity with an early stage company in the media space. The company is a 2 year old VC-funded team of 15 led by two successful founders with backgrounds in enterprise software. They currently have a product coming out of beta testing and are 6 months into a strong push towards user acquisition while continuing to improve the product. They have established a few partnerships for lead generation with modest success, and are engaged in paid advertising, but have struggled to drive the volume needed. They have reached a level of growth that requires a person with experience in customer acquisition using a data-focused marketing approach to step in and direct their efforts. Does this sound like an opportunity that aligns with your background and your career goals?”

Umm, yes please. Let me tell you about my experience working with small companies to drive lead acquisition through digital channels, or about the several cases in which I consulted with early stage startups to define their web analytics strategy, measure performance and identify opportunities to alter experiences and messaging that resulted in lead increases. Let me tell you how those experiences would align with your needs to help your company move forward.

What’s the difference? As evidenced by the first example, most recruiters hand me a job description with a laundry list of skill sets and requirements for years of experience, while expecting me to tell them a story that verifies all boxes in that checklist are met; all before I really know anything about what I’m getting into. The latter example tells a story. It paints a picture of reality, offering a near tangible look into what a job with this company would require, and whether I would have an interest.

When hiring, good recruiters and hiring managers stop giving job descriptions, and start crafting company narratives.

The typical job description simply gets lost in a massive ocean of open positions. So you need a software engineer? That’s cool, who doesn’t? And that’s what it looks like. Furthermore, presenting a laundry list of skill sets, required experiences and generic responsibilities does little to inform me of the life of the job, nor the company that would employ me. It does, however, give me a checklist that I could easily use to eliminate myself from consideration, even if I am the right person for their needs.

Deviating from the job description in pursuit of a crafted narrative does several things, the first of which is delivering a unique experience. Most startups will tell you that a significant challenge in hiring early on is the lack of brand reach and its impact on attracting talent. Telling the story of the company, team and role delivers a unique experience to the potential candidate, making the role relatable to actual experience. It conveys the excitement of entrepreneurship, growth and innovation, which will be unique to each and every company. Best of all, company narratives allow your candidates to place themselves within the story and invest emotionally in the idea of being a part of it.

Job descriptions present boxes to check off regarding a generic experience. Narratives allow us to insert ourselves in a company’s story and share in that dream of success. And for an early stage company, hiring dreamers is a must.

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