With a severe labor shortage and fewer people entering the field every day, construction companies all over the country are competing to hire and retain the best talent. It’s no longer enough to post an ad on Craigslist and expect high-quality applicants. It’s time to turn over recruiting activities to the marketing team—they know what it takes to attract the right people.

Small companies compete with larger ones for top talent. Without the resources of a larger company, it can be difficult to attract the very best people. Larger organizations have established histories of longevity and reputations of trust. They also have larger budgets and teams. Small business owners, however, have the edge over larger competitors because they know where to find local talent. They also have the best recruiters: their employees. However, no one can ignore the power of the internet.

Harness the Power of the Internet

Every company website should have a Join Our Team page with an easy-to-use application process. This employment page should be attractive and engaging. It’s an opportunity to sell the company as a great place to work.

Other websites are powerful recruiting tools and should also be used. Indeed garners more than one million job seekers every month. Monster and Indeed even have a construction jobs category. Job seekers can limit their search by job name, location or other requirements.

Social media is another terrific place for job postings. Facebook and Twitter are great sites for effectively attracting future employees.

Six (and a Half) Tips for Effective Job Postings

A job posting should be written by someone who knows the company culture. Before it is published, ensure the posting is written by someone knowledgeable about the job itself. Have an employee in that role read it and see if they agree with the description.

1. The job title is critical. During an internet job search, one click can generate hundreds of results. The first line of the ad is the punch line and should generate immediate interest. Write SEO (search engine optimization) friendly job titles that include a mix of keywords and benefits. Suppose a position is limited geographically, an example might be: Construction Manager Phoenix – Full-Time – Great Benefits. That way, the ad would be more likely to be a top search result, since it includes the word “Phoenix.”

2. Postings that attract good people need to advertise company culture. The business, especially the workplace environment, should be explained in a way that makes job seekers want to work there. Ads should promote the company as a great place to work. Include a section about the organization: its history, core values and vision for the future.

3. Remember WIIFM (what’s in it for me). In a job market where the majority of people already have jobs, the job posting must attract high-quality people. They are only interested in one thing: WIIFM. Explain how the culture of the company, the leadership team and the incentives are going to benefit them. It’s not enough to talk about pay and medical coverage. Today’s employees are interested in so much more from their prospective employer.

4. People often leave managers, not jobs. Information about the management team can enhance a job posting. That can be done with testimonials from current employees or sharing the goals for the team.

5. A call to action should be included in the closing. It’s surprising how many job postings don’t tell job seekers what to do next. The beauty of online job postings is a link can take applicants to the next step: Apply online. Limit applications to an online process to control the requirements and pre-screening questions they must answer.

6. Put the boring stuff at the bottom. A job posting’s punch should be in the headline and the body. Information including drug screening requirements, equal opportunity employment and background checks are all important to know, but save it until the end. The information is valuable and perhaps required, but it’s lackluster.

6.5 Have fun! Job postings should be rewarding to write and enjoyable to read. Writing a job posting is just another way to market an organization. Instead of looking for clients, the search is for the perfect addition to a team. Today, job seekers want more than a job; they want a career that enhances their lifestyle. A job posting should reinforce company values, celebrate its brand and remind everyone that this is a great company.