If you were ever going to write a real job advert, probably the most critical element is the opening sentence.

What do good job postings look like? Here are some examples of job postings that actually work - and some that don't.

Your job postings should not be written by hiring managers. Period. Let me explain why you need to centralize this work in talent.

Paging Captain Obvious: HBR finally has decided that job postings are a good way to attract better talent. Hey, who's snitchin?! Anyway, I just did a webinar on how to write better job postings faster, so if you want to see the recording, you'll have to ask me nicely. Just reply to this email.

Hung Lee dug up this oldish article about better job postings, but I’d never seen it and I thought it was amazing. Remember: job postings are your #1 channel for creating first impressions (and they are all but free). Doing them right really makes a difference in setting the frame on your employer brand. What’s the secret? The article suggests it’s the word “if.” I’d suggest the real change agent here is knowing what a good job posting even looks like.

My pet bug bear these days is surface-level D&I work. These days, there may be no more important issue we grapple with than making sure all people are treated equally, so you’d think I’d love articles around eliminating bias in job postings. My issue is that it supports the flawed perspective that we can “process-away” bias and inequality. When a “non-biased” process meets an intentionally based person, the person wins every time. My fear is that by leaning on these “safe” measures, we feel good, like we’ve done something to move things forward, when what we’ve really done is provide a smokescreen for biased intentions and behavior. Non-biased language on a job posting doesn’t stop someone from being sexist or racist from and making sexist or racist hiring decisions.

Katrina Kibben (is there anyone who thinks more or better about job postings? I doubt it), asks the killer question: for entry-level job postings, why even have bullets at all?

Speaking of text, let’s talk job postings. (Yay!) There are a number of schools of thought on how to write better job postings. Personally, I lean towards a structured/modular approach (goal: ensure every job posting is a B+), but there are creative approaches and strategic approaches. Jacynta Clayton offers some great ideas on how to build a more creating posting (rhyming?! Genius).

Your job posts and ads may be a candidate’s introduction to your company, so you want to be sure they both differentiate you and set the right expectations upfront. But if you’re finding that they just aren’t bringing in the kind of candidates that you’d hoped for, it may be time to get creative.Need some creativity in your job posts? (I checked and yes. yes you do.) Here are some crazy job posting ideas (an Animal Crossing office… sure!) not in a “here are great ideas to steal,” way, but more in a “share this with people who push back on changing "Duties and Responsibilities” to “Things you’ll do all day.” They need to know what the ceiling for creativity really is these days.