Candidate Focus Score

Attracting top talent in today's competitive job market starts with your job ad. The language in your job ad can impact who applies for your open positions.

The best job ads feel personal and relevant to the candidate. Using "you" phrases makes your ad more appealing. Aim for 60% or more of your language to be candidate-focused.

##Avoid Impersonal Phrasing and Language

Job listings that use third-person phrasing like "the ideal candidate" tend to perform less effectively than job listings that incorporate more "you" statements. Third-person point of view tends to feel more formal and impersonal, which can make your job listing seem unappealing.

Establishing a company culture that's centered on employee satisfaction and contributions starts with your job listings. Top talent wants to work for companies where they feel valued and able to make a difference. By using "you" language in your job listings,

Make Your Job Ads More Candidate-Focused

Aim to use "you" language throughout your job listening. Consider the following examples:

• Example One: The ideal candidate possesses skills in Adobe Photoshop, Canva, Figma, and other design tools.
• Example Two: You're great at using tools like Photoshop, Canva, and Figma.

The second example feels much more personal and compelling. It makes the candidate say, "Oh, that's me!" The first example, on the other hand, feels distant and cold.

Here's another set of examples:

• Example One: The Project Manager will collaborate with product researchers, designers, and the leadership team to identify and prioritize product opportunities.
• Example Two: You will collaborate with product researchers, designers, and the leadership team to identify and prioritize product opportunities.

With just a slight change (replacing "The Project Manager" with "You"), this job listing becomes instantly more effective. Now, the candidate can visualize themselves in the role, rather than feeling distance from it.