With so many job opportunities available, how do you get yours to stand out?

An abundance of opportunities, reputation transparency, and a shifting workforce mindset is making it increasingly difficult for companies to attract top talent. It’s a candidate’s market. And the best candidates are assessing you as much as you’re assessing them. Ultimately, it’s the “A” players who make the hiring decisions, not employers.

That’s why an opportunity marketing strategy must be an integral part of every search initiative. You need to ensure that your opportunity is compelling and elicits a response from your target candidates. You can enhance your job value proposition in the eyes of candidates by answering the question, Why would a top person want this job? at every candidate touchpoint. Whether it’s a job ad, personal e-mail, or direct recruiting pitch, you should always emphasize what top candidates care about most. That being: what they will do, what they will learn, and what they will become.

Sounds logical, right? Yet, very rarely do you ever see a job ad that describes what success in the role looks like, or what actual business outcome is expected. Most job ads are nothing more than a generic laundry list of requirements. Those types of ads do not appeal to top talent so they won't apply for the job.

Following this advice will inject the WOW! factor into your job opportunity. And help sell your employer brand in the in the most important marketplace in the world: the talent market.