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Ep 42: (Ultimate Hiring Funnel Series 2/6) How to Write a Job Ad That A-Players Apply To – Josianne Gaudette

The difference between a job posting and a job description
What needs to be in a headline to stand out in today’s competitive market
How to write a job ad that gets a high performer excited to work at your company
The 8 Part proven framework of a winning job ad
The best way to visually lay out your job ad
Some of the best and worst practises when creating job ads

Watch Episode 42 of the Contractor Evolution ShoW

Listen to Episode 42

Read a Summary of Episode 42

How is it some construction companies are stacked with talent, while you’re struggling to find, well, anyone?

It all begins with the job posting.

If you watched our last episode, you now understand how to break down a role, reverse engineer that Avatar and really think through the type of person you want to hire. The next step is using that profile to create a job posting that top quality applicants can’t help but click on and apply.

In this episode, HR extraordinaire Josianne Gaudette returns to break down the simple framework behind a compelling job posting.

The good news is, you don’t need to be a wordsmith to do this!


What exactly is a job posting? (Hint: It’s not a job description)

Most construction companies forget that a job posting is a marketing piece and needs to be looked at like any marketing collateral (so don’t just copy and paste that job description).

It’s your chance to get in front of candidates and showcase your company – it’s basically an advertisement.

With your marketing hat on, it’s time to write a job description that grabs the attention of high performers.

When it comes to titles, you need to think of something that stands out. A high performer typically scans postings and will only click on a title if it jumps out at them. Be The Captain of your own Ship as our Operations Manager is far more likely to stop someone in their tracks than, Operations Manager Wanted. It's time to get creative.

Josianne’s Job Posting Framework in 8 Simple Steps


A Catchy & Engaging Title: Carpenter. Landscaper/Gardener. Roofer. These titles just won’t cut it in today’s competitive market. When it comes to titles, you need to think of something that stands out. A high performer typically scans postings and will only click on a title if it jumps out at them. Be The Captain of your own Ship as our Operations Manager is far more likely to stop someone in their tracks than, Operations Manager Wanted. It’s time to get creative.

4-6 Engaging Questions That Capture Interest: This is your chance to showcase the benefits of working for your company, and the highlights of the role. The bullet points should resonate with your company culture and act as a checklist for the person reading it. You want that high performer to recognize themselves in it and go, check √ check √

The Company Bio (or, as we call it, The Why Your Company Is Awesome To Work For): How would you describe the culture of your company? Time to put that into words. You will want to include what you do and your mission. It’s also important to include your vision – that way potential candidates can see where you are heading.

The “This Is For You If…” Section: You want high performers to read this section and say, “That’s totally me!” In a bullet point format, showcase elements of the role that people should know about. That includes the challenges, as this will help narrow down your candidate pool.

In This Role You Will Be” Section: This is pretty much “a day in the life of…” It’s a snapshot of the job, but not the job description. If you’ve done your Ideal Candidate Profile, this won’t require much work. It’s not a list of dry tasks, but bullet points that highlight how they will interact with customers, other employees, and contribute to the big picture.

The Benefits: This is where you include medical benefits, learning and development opportunities, travel, etc.. . .but you want to go beyond that. Talk about why your company is amazing to work with: the culture, flexibility, lifestyle (this will appeal to today’s younger workforce). High performers want to be part of something cool with great people.

Experience Required: Up to this point, it’s been about selling. Now it’s time to change gears. This is where exclusions come in – the deal breakers. You want to include requirements for education, certs, tickets, years of experience, as well as the soft skills. These are the points that are non-negotiable (the negotiable ones should come under assets).

Call To Action: This is quite simply a sentence or button that prompts the candidate to send the application in. It needs to be clear what they need to do next. If it’s on a job board, you will be using a built-in format, but you can still include a few sentences before like, “If this sounds like you, and you feel ready to take on an awesome adventure…”


Ultimately, the goal of your job posting is to stand out. Let’s face it, the bar is pretty low right now, so this is low hanging fruit!

All this information and more is available in a downloadable sheet here (INSERT LINK).


Job Posting Dos and Don’ts 


√ Use strong imagery: We live in a visual world – the image should reflect your brand and culture.

√ Use Spacing: Present the information in an easily digestible format. White space is your friend.

√ Proof check!

√ Find the Balance Between the “Wants” and the “Gives”: Josianne says think of it like dating: Don’t be too demanding. You want to showcase what you are offering, versus what you are requesting.

√ Evoke Feelings: You want potential candidates to read the post and feel a positive emotion that will result in action.



X Blend In: Be unique, but stick on brand.

X Make Spelling Mistakes: There’s nothing more unprofessional than a typo.

X Overpromise: There’s a difference between healthy embellishment (marketing) and a flat out lie.

X Use An Unprofessional Email: No or quirky emails!

Ummm, Did we miss something?

You’ll notice we haven’t mentioned compensation. That’s because in most cases we wouldn’t recommend including it. Josianne says, “Including compensation could impact confidentiality internally [and with competitors]; it also attracts people who are just applying for the salary.”

Now that you’ve mastered a stand-out job posting, in our next episode we talk about how to get it in front of thousands of eyeballs. Keep an eye out for Episode 3 of our 6 Part Ultimate Hiring Funnel!

Benji Carlson

Benji Carlson

As the son of two proven entrepreneurs, Benji’s spirit for self-starting business runs deep. Since he was a young teen, Benji has been starting and running profitable small businesses; most recently culminating in a highly successful 4-year career as a franchisee with College Pro Painters. Benji’s enormous heart and passion for people is what drove him to produce over $1,000,000 in revenue while taking the highest quality care of his employees and customers. He was consistently acknowledged for having the most productive staff in the company, while leading more junior franchisees to fulfill their potential. Benji’s uncanny ability to find the right people and put them in the right place make him a natural fit for Breakthrough Academy’s Assessment Team.

Upon finishing up his career with College Pro, Benji set out on the ultimate victory lap: a nine-month transcontinental motorcycle trip from Canada to Peru.

Benji lives in beautiful Kelowna BC. During the summer you’ll usually find him on two wheels: either bombing down a trail on his mountain bike or cruising the pavement on his motorcycle. When the snow falls, he escapes to the mountains for steep and deep powder.

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