How can you write a job posting that attracts the best candidates?

More than anything else, successful Product Managers are attracted to solving complex and ambiguous problems that significantly impact things that matter - making a dent in the universe. A great JD needs to cover these areas: 1) Why does the work matter? What change is it driving, and why is that important? How much ownership does the role have over direction and decisions? 2) Why do we need you? Why is the problem a tough one that will challenge you to grow? How will you be intellectually challenged? 3) Does the business and role serve a larger purpose? Especially for younger cohorts, purpose-driven outcomes become a critical decision factor. You will attract the right candidates if you can properly articulate the challenges and impact.

Knowing your audience is like having a secret weapon. It helps you understand what people want, what they need, and what they care about. Knowing their interests, needs, and preferred communication channels will help you reach the right people.

Be clear and transparent on the expectations of the job and the Product culture (or absence of it) that exists within the company. Worse than not filling the role, is filling it with someone who will be disappointed and frustrated, eventually leaving the company a few weeks down the road.

The job posting behaves as the gateway for candidates to achieve their dream role. Few things organisations can do to attract great candidates are - 1. Clearly mention the job description specific to the role. Many a times the job descriptions are generic or vague which leaves the candidates confused 2. The title and if possible the organisational level of the role 3. Clearly written about benefits and differentiating additional benefits 4. Compensation for the role

A catchy job title is like a movie trailer. It's supposed to grab your attention and make you want to learn more. If the title is boring or generic, you're likely to move on to the next thing. But if the title is catchy and intriguing, you'll be more likely to click on it and see what it's all about.

There is an art to catchy titles but focus on what makes your company most attractive or what can make the role stand out - Product Manager (FinTech) tends to grab attention of more relevant candidates. By an including an extra word you can give someone an idea of the focus of the position.

Don't try to be fluffy showing the impact; good product people are good at spotting BS. Be direct, transparent and use metrics (ideally). Showing that you have clarity of vision is a great way to attract good talent as that is one of the biggest pains in both startups and big corporates.

Before listing a laundry list of "requirements", make a note (and highlight it) that they are not hard requirements but rather a "wish list" and that it should not discourage anyone from applying.

PM roles are different across teams, orgs, and companies. If the role is engineering heavy, clearly state that the role is more technical-related. The same goes for PM roles that are more business-heavy or roles that require more execution-focused work.

Expectations are great but keep it realistic - your HR may need some time to evaluate the hard-requirements or skills which are essential to the role but separate these from the more soft-skills we wish an individual had.

If you don't have a well-defined structured company culture and social contract, it can be a good time to create those together with the team. If your size doesn't justify having these documents, maybe it's too early to hire a PM.

A general JD part is needed to align expectations on for example Product manager for a software solution rather than say a mechanical one (I've seen such CVs from recruiters if they only use the title) - it's not catchy, but it establishes the right profile and expectations. Outlining the use cases to solve would give more depth, as to whether the experience matches or if it's on the wish list of a candidate to change field and direction. Culture and impact are difficult to communicate via a JD, but striving for good organisational reviews, which candidates will surely check will go a long way.

Consider discussing your expectations around applications - mention if you would like cover letters, extra information or certificates included! It helps for candidates to know exactly what to include and helps you to receive more full-bodied applications.