How to Fix Your Job Postings

HR CONNECTION

By Rikka Brandon

If you’ve ever posted a sales or leadership role and received applications only from unqualified candidates, you’re not alone. I hear it all the time from hiring managers in the building products industry – they struggle to find strong candidates, even though they’re actively hiring.

The reality? Most top sales and leadership professionals aren’t job hunting. They’re already successful, hitting or exceeding their targets, and not actively searching job boards.

That means that no matter how well-written your job posting is, the best candidates probably aren’t even seeing it.

So, what’s the solution? You still need strong job postings, but more importantly, you need a proactive recruiting strategy that engages passive candidates – the ones who would consider a move but aren’t actively applying.

Let’s break it down. Following are the three biggest reasons job postings don’t attract top talent.

1. Top Performers Aren’t Looking

Most hiring managers assume that if they post a job, the best candidates will apply. The truth? Top sales reps and leadership talent aren’t searching on job boards. They’re already employed and performing well. They’re not actively applying to jobs. They only consider a move if the right opportunity finds them. What to do instead:

• Network and use referrals: The best salespeople know other top salespeople.

• Proactively recruit passive candidates: Use executive search or outreach to connect with high performers.

• Make sure your brand is known: If top talent isn’t searching for jobs, your reputation needs to attract them through industry buzz.

2. Your Job Posting Reads Like a Boring HR Document

Most job descriptions sound like they were copied straight out of an HR handbook. The problem? They’re too generic, so candidates don’t know what makes your company unique. They’re too focused on responsibilities instead of selling the role. They include too much corporate jargon. Top talent wants to know why this job is better than the one they have.

Make your job posting engaging, specific, and sales-driven.

• Start with a compelling hook: “Are you a sales rockstar looking for a six-figure opportunity in the building products industry?”

• Use conversational language: Write as if you’re talking directly to the ideal candidate.

• Showcase what makes your company great: Culture, career growth, and earning potential.

3. You’re Not Selling the Opportunity (Or Your Company)

Top sales and leadership candidates have options. They don’t just apply to any job. If your posting doesn’t sell the opportunity, they’ll scroll right past it. Focus on what top candidates actually care about:

• Earning potential: If your top reps are making $150K+, say so.

• Career growth: Can they move into leadership? Expand their book of business?

• Company culture: Why do people love working there? What’s your mission?

Instead of saying, “We are a leading distributor of building materials looking for a sales representative,” try, “Join a high-growth, industry-leading building materials company where top reps earn $150K+ and have the opportunity to move into leadership.”

Job Postings Alone Aren’t Enough

A strong job posting is still important, but it should be part of a larger recruiting strategy – not your entire approach. Here’s the real hiring strategy that works for high-performing sales and leadership candidates. Use Executive Search and Proactive Recruiting: The best salespeople and leaders aren’t applying for jobs, but they’ll consider a move for the right opportunity. Instead of waiting for applicants to come to you:

• Leverage your network to find top talent.

• Work with a recruiter who specializes in finding high-performers.

• Reach out directly – passive candidates respond to personal connections.

Build a Sales-Friendly Employer Brand: Top candidates may not be job hunting, but they are aware of industry trends. If they’ve never heard of your company (or worse, heard bad things), they won’t be interested when you do reach out.

• Encourage employees to share success stories on LinkedIn.

• Speak at industry events or publish thought leadership.

• Highlight career growth – not just job openings.

If you’re not getting quality applicants, it’s not just your job posting. It’s your strategy. Stop relying on passive hiring. Start recruiting. Sell the job like you’d sell a product. Make it easy for great candidates to apply. Engage with passive candidates because the best ones aren’t looking.

Rikka Brandon is a leading recruiting and hiring expert in the LBM industry. She’s the founder of Building Gurus, a boutique training, consulting and executive search firm for building products manufacturers and distributors. She’s also the creator of Hire Power, an on-demand training for recruiting and hiring in the building products industry. Schedule a call at BuildingGurus.com/Discovery.