AUTHENTIC
By Paul Freed/Managing Partner – Herd Freed Hartz Executive Search
THE BIG IDEA
Sound like a human, not an HR filing. If you read your description aloud, is it what you’d actually say to someone over coffee? Authenticity — a conversational tone, real culture and values, links, and video — builds trust and makes the reader feel they already know you.
By the numbers: When people want to understand a product or service, 63% say they’d most like to learn from a short video — versus just 12% who’d prefer a text article. The same instinct applies to your company and your open roles: show, don’t only tell. (Wyzowl)
WHY IT MATTERS
- People trust people. Most descriptions read like either a bullhorn or a legal document. A natural voice builds a personal connection and makes you memorable.
- Culture is a filter. You hire for competency but people leave over fit. Put your real culture and values in front early to prevent expensive surprises later.
- You already paid for great content — use it. You invested in a website, brand, and video. Link to it. If you don’t point candidates there, don’t expect them to go hunting.
HOW TO LEVEL IT UP
Video. A short, realistic look at the team, the space, and the work. It draws in the right people and screens out the wrong ones.
Conversational tone. Read it out loud. If it doesn’t sound like you, rewrite it until it does.
A candidate persona. Speak to the motivation behind a move: “Tired of big-company politics and endless meetings, and want a place where your work is visible and matters?”
Culture & values. Stated plainly, ideally linked to a page with photos. Be genuinely OK that you’re not for everyone.
3–5 hyperlinks. Product/service, portfolio/case studies, culture, the founder’s story, and news/awards.
Good job – You completed component #3: AUTHENTIC
NEXT STEP: #4 TITLE & ROLE OVERVIEW
PRIOR STEP: #2 DIFFERENT