A company is only as successful as its most valuable asset -- its employees. The recruitment process is therefore a key element in any company's business strategy. This starts with the writing an effective job description to ensure that the right candidates apply. Despite reports of continued instability in the job market, top talent will always have choices, and it is your job to ensure they choose you.

While the main elements of a job description -- responsibilities, skills and attributes, and education and experience -- have not changed, the rise of online recruitment has altered the way many job seekers search for opportunities, and companies need to be mindful of their employer brand. First, lets review the basics:

Responsibilities

Give an accurate description of the job, including key duties and expectations. Be authentic and honest. Don't embellish or omit any negative aspects as doing so may result in a mismatched hire and unwanted turnover. Bullet points typically work best as it allows candidates to easily match responsibilities to their experience.

Skills and Attributes

List all technical and soft skills required of the role, including software proficiency, specific competencies, communication skills etc. Use quantifiable statements, such as 'the ability to direct and lead a team of six direct reports' instead of 'good management skills'.

Education and Experience

This section should highlight the minimum requirements for the role, not the preferences. Indicate the number of years of experience, educational level and certifications that are required, then include any additional credentials as desirable attributes. This will help ensure that you get a good response and capture outstanding candidates who might not have applied otherwise. Writing a sound description of duties and responsibilities is just the beginning. Like any good marketing campaign, employers need to convey a cohesive brand and employ modern marketing techniques to attract the right audience and convert it into a customer base, or in this case, an employee base. A few things to consider:

Company Profile

Gone are the days of employees working at the same company for twenty or thirty years. Today's worker wants a company they are proud of and that represents many of their same visions and values. This may include reputation, community profile, working environment, green initiatives and charitable involvement. While all job postings should have a company description, it is also important to direct candidates to a dedicated careers section on a website. List the reasons why your company is a great place to work and as well as the benefits of joining the team.

Search Engine Optimization

Just as companies have become more savvy with SEO marketing -- the process of including key words and links to rank high in online search results -- they should not forget this technique in their recruitment process. Think about the key words your desired candidates would use to search for jobs, and include these throughout your job description. Keep in mind that the more frequently they appear at the beginning of the document will help your job rank higher in search results.

Social Media

Social Media -- Use all social media channels to advertise your job. Consider posting on LinkedIn, Facebook and Twitter and include a link to your website. When posting opportunities on job sites, include all social media accounts in the posting. This will help increase your account followers and also educate candidates about ongoing initiatives in your business.

Maximizing your job posting on BCjobs.ca

Now that you have applied marketing savvy to your job posting, there are a few additional tips to help your opportunity stand out on BCjobs.ca. You should keep your employer profile and logo up-to-date. Even if you are not currently recruiting, the default will keep it public and will help your employer brand by keeping your company top of mind.

Writing an effective job description is a critical element in a company's marketing, recruitment and business strategy. Promoting a cohesive brand message will attract the right talent and lead to greater business success. By following a few simple steps, you can ensure your job description gets noticed and that you find the right candidates to help your company grow and prosper.