Sure, you can tweak a form template from the internet and slap your logo at the top, but learning how to write a company description that won’t be skipped is essential to growing your talent pool. Think of it as a virtual handshake with potential candidates that can instantly shape their thoughts on your organization.
Your company description is the statement above the job description on all of your job postings. Most companies tend to use a generic description from their homepage, targeted toward future clients. But when attracting talent, you may want to consider revising it. This gives you an opportunity to showcase the great things happening behind the scenes at your company, while speaking directly to potential candidates.
3 Components of a Great Company Description
1) Write several answers to each of these questions. Each answer must be no more than 140 characters (including spaces and punctuation):
- What does your business do?
- Who is your business perfect for?
- What’s your company’s mission?
- Why should the candidate work for you?
- What’s it like to work there? Flexible, casual, competitive, collaborative?
- What are the opportunities for career advancement and growth?
2) Ask potential and existing employees to grade each description on four attributes:
- Relevance: Can you tell that our company is targeting the ideal candidate profile?
- Clarity: Is my value proposition for the candidate clear and strong?
- Uniqueness: Does my description make our business stand out from the competition?
- Credibility: Is my description believable?
3) Use the feedback to craft improved versions of your company description.
Write. Revise. Repeat.
Your goal is to make the company description as precise as possible while engaging potential candidates and encouraging them to apply.
For some inspiration, check out Google’s Company Culture description:
“It’s really the people that make Google the kind of company it is. We hire people who are smart and determined, and we favor ability over experience. Although Googlers share common goals and visions for the company, we hail from all walks of life and speak dozens of languages, reflecting the global audience that we serve. And when not at work, Googlers pursue interests ranging from cycling to beekeeping, from frisbee to foxtrot.
We strive to maintain the open culture often associated with startups, in which everyone is a hands-on contributor and feels comfortable sharing ideas and opinions. In our weekly all-hands (“TGIF”) meetings—not to mention over email or in the cafe—Googlers ask questions directly to Larry, Sergey and other execs about any number of company issues. Our offices and cafes are designed to encourage interactions between Googlers within and across teams, and to spark conversation about work as well as play.”
Your company may not be able to offer all that Google does, but think about what you CAN offer candidates. Every business has a unique set of selling points, so be sure to include those in your company description.