That was the basic premise of a talk I recently gave at the Minnesota Recruiters' Conference earlier this month. The presentation was titled, "Winning The Talent War With Effective Job Posts."
I thought I would share the main point of the talk...
Typical job posts do not affect a potential candidate's desire to apply.
Our job posts are all about our companies and what we want - they are totally focused on us. We need to flip this and make our job posts about what is in it for the target/ideal candidate. Think of a job post as a direct mailing sales letter or a direct marketing ad. We need to be selling and marketing in our job posts. Learn some copywriting skills.
This is important because (for example) there are hundreds of java or .Net job openings within ten miles of my home. You do not want hundreds calling you (if you are good), so if you were in their place you would not apply to all of them. You would be selective. Why would they apply to your post?
Just something to think about.
Also, if you would like to read a summary of my talk, it is on Staffing Talk at http://staffingtalk.com/winning-talent-war-effective-job-posts/