Why Your Job Posts Aren’t Working
The job market has changed. Top talent isn’t just looking for a job—they’re looking for:
Growth – Will this role accelerate my career?
Impact – Will my work actually matter?
Belonging – Will I thrive here?
Yet most companies still post boring job descriptions that focus on:
Responsibilities
Requirements
Generic perks
The result? Your best candidates scroll right past.
The Shift: From Job Posts to Journey Maps
Instead of selling positions, sell progress. Here’s how:
1. Show the Career Arc
Bad: “5+ years experience required”
Good:
“Where You’ll Be in 3 Years:
- Year 1: Master our core systems
- Year 2: Lead cross-functional projects
- Year 3: Mentor new team members
(We provide the roadmap and support to get you there)”
2. Highlight Transformations
Feature real employee stories:
“Meet Alex – Joined as Junior Designer → Now Head of Product”
Include:
- Their starting point
- Key growth moments
- How the company enabled their rise
3. Visualize the Path
Create simple journey graphics:
[Entry Level] → [Skills Gained] → [Leadership Opportunities] → [Future Paths]
3 Companies Doing It Right
- Shopify
- Shows “A Day in the Life” videos
- Highlights internal mobility stats
- Zapier
- Publishes promotion timelines
- Shares “Failed Project” post-mortems as learning opportunities
- Airbnb
- Uses employee comic strips to show career progressions
- Features “Alumni Spotlights” on where people go next
Your Action Plan
- Audit your current job posts – How many talk about growth vs. tasks?
- Interview top performers – What made their journey here meaningful?
- Redesign your career pages to show progression, not just positions
Remember: The best talent chooses trajectories, not titles. Are you selling a job – or a journey?
