Employers, we’re not trying to hurt your feelings, but be honest: Does your company seem like an attractive place in which to work? Thanks to a robust post-recession job market that favors employees, job seekers now have a variety of choices when it comes to finding an employer. This means that, much like going on a date, an employer who wants to attract top talent needs to put more effort into the appearance of their job ads. Although looks aren’t everything, first impressions do count.

So what distinguishes a so-called “hot” company job ad from a wilted wallflower post on Archinect? There are two layers of attractiveness to consider: the job ad itself, and the firm’s profile. Much as the first few lines of an employee’s cover letter inadvertently convey their outlook, ethos, and personality, so do the first few lines of a company’s job ad. A grainy photo or sloppy graphic style on a firm’s profile is akin to an interview applicant showing up in a stained suit. Here are a few approaches for firms to avoid:

OUTWARD ATTRACTIVENESS: THE JOB AD

1. VAGUE JOB TITLE

Every studio has its own culture, but when advertising for a particular position, it’s best to word that position as clearly as possible. Your internal filing nomenclature may rival the Dewey Decimal System in scope and complexity, but face it: a description like “Architect II: 5634.33” is mysterious and uninformative to the uninitiated. It pales compared to “Intermediate Design Architect for Performing Arts Center.”a job posting is a kind of inverse job interview: it is the first salvo from a firm trying to attract talent Think of it this way: in a competitive hiring market, a job seeker is presented with a full page of job listings. That applicant usually sees only the name of the firm and the title of the job. To gather more information, they must then click on an individual ad. Why click on an ad that looks like the unimaginative sequel to a Peter Greenaway franchise when it’s competing with numerous other intriguing titles?

2. UNAPPEALING FIRM PROFILE

In a way, a job posting is a kind of inverse job interview: in this case, it is the first salvo from a firm trying to attract talent. You don’t have to be long-winded, but you do have to be somewhat appealing. How do you conceive of your firm? Did you list your nuanced philosophy first, or did you simply string together a series of bland facts? “Twelve person firm, located reluctantly in a drafty warehouse, seeks cheap, hard-worker” is unlikely to appeal, but it’s often the effect a thoughtlessly worded description conveys. We all understand that rents are high and client checks can be frustratingly irregular (a month doesn’t have 100 days in it, people!), but that’s a reality that doesn’t need to be spotlighted. Try to work in at least one reason (aside from a paycheck) in the first few lines of the description explaining why people would want to work at your firm.

3. MESSY PRESENTATION

Would you hire someone whose CV looked like a bullet-ridden David Foster Wallace draft? Probably not, right? Your firm’s presentation should mirror that of its desired applicants. As an employer, you value clean presentation and an elegant graphic sensibility. In a tight market, job seekers may begin to look for similar cues from employers. Is the job ad a collection of bullet points and rambling task descriptions, or is it a coherent and precisely presented document? Does it convey the atmosphere of a harried managing partner jotting down an ad as the cleaning crew sweeps the office blinds, or the focused hum of a smart HR department? Whatever the reality, craft the ad to be an extension of your firm’s sensibility. Anything less will result either in people skipping your job ad, or in attracting a rougher, stranger breed of applicant.

4. OVERLY COY SALARY LISTING

Asking someone to state their salary expectations in their application is fine. Posting a salary range in the job ad is fine. Being exceptionally vague or elusive about a salary or payment is not fine. Don’t waste people’s time by omitting this information, or by pretending it’s not important, especially if you are advertising for an internship, contract work, or other short-term or specialized position. People need to know what they’re getting into; again, you are competing with other employers who aren’t afraid to clearly state their needs. And you don’t want to waste time interviewing applicants who, in the final stage, drop out because of an insufficient salary.

INWARD ATTRACTIVENESS: FIRM PROFILE MAINTENANCE

1. OUTDATED GRAPHICS

Although the resolution and presentation of your graphics may have been cutting edge a few years ago, much has changed in how people interact with websites since that time. Websites are far less static and far more responsive than they were even five years ago. Visitors can now zoom in and use other mobile-specific tools to access information, which changes how people will perceive your profile. Although Archinect has several handy tips for employers uploading graphics, including recommended pixel sizes, it’s ultimately up to you to make sure your logo and graphics are reading properly at the resolution and size at which you uploaded them. Make sure to view your website on a tablet, smartphone, and desktop. How does it appear? If your logo looks crappy when someone zooms in on it, you have your answer: you need to upload a cleaner, higher-resolution version.

2. INCOMPLETE ARCHINECT PROFILE

Much as the content of a job ad can teeter precariously between pithiness and a virtual thousand yard stare, your firm profile should not be an information wasteland but rather provide an overall impression of your company. According to our internal data, when applicants initial view your job ad, many do not navigate to your official website. Instead, they immediately click on your Archinect firm profile. The formatting and content of your Archinect profile is crucial. The formatting and content of your profile is therefore crucial. What projects have you chosen to display on your profile, and how have you chosen to display them? What images are you using? Much like the text of the job ad, is the description of your firm alluring or off-putting? Have you listed relevant awards or other information that would entice a candidate to apply to your listing? Essentially, is your firm profile complete, or does it possess worrying blanks? Like a resume from an applicant with mysterious gaps and omissions, an incomplete profile will be not be attractive to a desirable applicant.

3. OUTDATED INFORMATION

Winning that AIA award in 2012 was magnificent, but: it’s 2015. Make sure that all of the language in your firm profile reflects the reality of the times. Common mistakes including leaving a “Celebrating 25 Years in Business” tag on a company logo or bio that is now 29 years old. While listing older awards and publications is of course a great idea, be careful to categorize it correctly. Any text that announces an upcoming article that was old news last year will reflect poorly on your firm. Apply this rule to all text, including project descriptions: use language that enhances, not dates, your work and your firm.

Ultimately, however you craft your job ad and firm profile, remember that you’re trying to attract someone who fundamentally shares your sensibility. The best advice is to post information in a way that would entice you to apply.

For up-to-the-minute job listings, please visit Archinect's job board, and keep an eye out for future installments of the "EMPLOY(ED)" series. We'll be exploring all aspects of employment, from managerial concerns to portfolio tips to the day-to-day studio culture of some of the world's largest firms. To read previous articles in this series, click here.