DIFFERENT

By Paul Freed/Managing Partner – Herd Freed Hartz Executive Search

THE BIG IDEA:
Once you’ve won the heart of a candidate, now it’s time to also earn the head. Proactively lay out the facts a serious candidate needs — the “steak.” What you sell, who you sell to, how you make money, how big you are, where you’re located, and who backs you. Answering these questions up front signals respect and saves everyone hours as you are proactively answering questions a candidate would have about you.

By the numbers: 53% of job seekers go looking for more company information after reading a job post, and 83% research a company’s reviews and ratings before deciding where to apply. If your description doesn’t answer their questions, they’ll fill the gaps themselves — or move on. (GlassDoor)

WHY IT MATTERS

• Respect earns trust. Mature, in-demand adults appreciate a company that anticipates their questions, and top talent uses the detail to show up better prepared. Oddly, executive descriptions tend to be detailed while mid-level roles get a paragraph and entry-level roles get a sentence — the respect should scale to every level.
• It buys back your calendar. Answering the obvious questions in writing can cut screening-call time 30–50% because you stop repeating the same facts.
• It pre-screens for you. More detail means some people self-select out — a feature, not a bug. Candidates should grasp your industry, product, size, and model before they ever talk to you.

HOW TO LEVEL IT UP

Product / service. A plain-English overview, with links to the pages Sales and Marketing already built. If there’s a mix, share it (“25% online / 75% retail”).

Typical customers. Not just demographics — the problem you solve and how. Name 3–5 recognizable examples where you can (“clients include Starbucks, Apple, and T-Mobile”).

How you make money. General deal shape and pricing logic — no secrets required. People should understand the model and what a typical transaction looks like.

Size & growth. Headcount and team structure, revenue if you share it internally, and recent and planned growth for context, stability, and ambition.

Backers. Investors (VC/Private Equity, with links to the firm or announcement) — or, if bootstrapped, the long-term story of building it yourself.

Terms defined. Decode the industry jargon candidates always ask about; link out where it helps.

Location(s). Beyond the city name, describe the neighborhood: transit, restaurants, parks, and what it’s actually like to work there.

Good job – You just completed component #2: DIFFERENT.

NEXT STEP: #3 AUTHENTIC 

PRIOR STEP: #1 INSPIRING