You should take the effort to write a thorough job description as part of the recruitment process. What you absolutely shouldn't do, though, is use an unedited version of that job description as your final job advert.
The two are separate and distinct, you must treat them as such. Think of the ad like the teaser for a film, whereas the specification is the full synopsis. Some people might want to read about every twist, turn and minor character. Most just want a quick introduction to see if this is the kind of film they'll like.
If you run the full specification in the advert, prepare for the following disasters:
- You'll make them switch off
You can easily give too much information in an advert. This is simply the hook to get them to apply, it's the call-to-action. Overload them with information at this stage and people might simply drift off to a simpler, cleaner ad that doesn't require them to read 2000 words to assess their suitability. A lengthy job ad can be intimidating, which is all the excuse some people need to move to the next.
- You give the wrong impression
A job advert, by its very nature, should be punchy and make your workplace sound vibrant, inviting and, yes, even fun. A job specification serves a very different purpose and can be a dry list of duties that sounds like it will sap the joy out of even the happiest new recruit. It is also a list of demands, compared to a skilfully written advert that sells the job. It's a subtle, but important difference that will change the response rate, for better or worse, dramatically.
- They'll think they're underqualified
A job specification contains a number of duties and it's quite possible that your best candidate will be missing one or two of your desired skills. That's perfectly normal and many companies find a person who is the perfect fit and then set to work filling small gaps in their skillset rather than waiting for the dream candidate who can do every single thing on the list. If you've published a complete list, though, especially if it's full of company-specific jargon, you may never get to meet your best fit as they've been scared away by the requirements.
- It limits your options
If you simply print out your job specification, you know exactly who you will get and you may as well get a computer to select your candidates for you. In truth you'll almost certainly go for those people anyway, but a broader advert will throw up some interesting 'wildcard' applicants that offer their own unique skillsets.
- You'll get less responses
By definition, the job specification will rule out a great deal of applicants. This can be a blessing, as you may not wish to wade through endless CVs. But if you have your own talent pipeline, or even if you're looking to recruit for other positions in the near future, a bigger pool of candidates can be a good thing and can give you options for this job and the next.
- It's poor branding
Everything that bears your name is an advert for your company that can stick in the mind for the right or wrong reasons. A huge block of text with endless demands linked to your company logo is simply bad branding. So think of your employer branding strategy and put 100% effort into every published piece that bears your name, even job adverts. Great companies do sweat the small details, it's what marks them apart. So adopt that approach yourself and you'll see positive results.
