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Many years ago, I sat down with over 500 companies to rewrite their job postings, all within a matter of weeks. The trends floated to the top rather quickly – in their mistakes and worries. It was fascinating to see that across industries, levels, and every other dynamic, all of these recruiters had a lot more in common than it might seem.
When it came to mistakes, all the postings were way too long. I’m sure that comes as no surprise to anyone who has looked for a job. Most of the job posts out there look like some mandatory reading from high school and require critical thinking skills to pick up on themes. They also shared the same worries, including a general concern that they weren’t “selling themselves” enough. Another common worry? Posting inaccurate information. What if they were attracting the wrong person because that’s what they unintentionally asked for?
But there was one thing they were never worried about that had a much greater influence than “selling” their story or a job post that was way too long. It was writing a job impact statement. Impact might seem like fluff in a world of long job postings, but it’s absolutely critical to motivating candidates. It’s especially important when working with a highly niche job posting or one where you hire 50 or more people per year and have a 50% or more turnover rate in the first 90 days.
Why Impact Statements Matter for Candidates and Businesses
Impact statements resonate deeply with candidates because they align with people’s core psychological principles like intrinsic motivation and purpose. When people feel their work has purpose, whether they are contributing to a greater cause or solving meaningful problems, it satisfies a need that’s almost as important for thriving as a paycheck. A Harvard Business Review study confirmed this when their research found that employees who describe their work as meaningful actually experience 2x higher job satisfaction, engagement, and productivity.
Impact doesn’t just attract candidates. It keeps them away from burnout. Employees who see a connection between their daily work and organizational goals are less likely to leave. A 2022 Gallup report on preventing burnout showed that companies that link work to a meaningful mission have 43% lower turnover and 29% less burnout among employees.
The Generational Importance of Impact Statements
It’s also a generational bridge. The reality of today is that we have the largest age gap in the workforce ever. As we drill into the details that matter, especially with Millennials and Gen Z, impact is non-negotiable. A 2024 study from Deloitte showed that over 80% of people prioritize working for companies with a clear sense of purpose. That’s up 20% from when this study was done just 2 years ago. Impact statements aren’t fluff. They’re conversion content – for today and the long game of hiring.
Writing Impact Statements Without Overcomplicating It
By incorporating impact statements in job posts, companies can create an emotional connection that traditional, task-driven postings often lack. Candidates today aren’t just job seekers. They’re purpose seekers. When I’m teaching this subject in person, and I say the words “impact” and “writing” in the same sentence, I see the panic that washes across a lot of faces. “I’m not a writer,” they say. Communicating something aspirational, like “impact,” feels overwhelming for a lot of people.
Calm down, y’all. This is not a creativity contest. You don’t need to inspire and sell and all the other things you’re worried about doing just because I used the word “impact.” A job impact statement is a simple description of the influence this role has on the business.
It typically follows a standardized format for consistency’s sake and looks a little like this: As a [Job Title] in [Location], you will [impact here].
Practical Examples of Effective Job Impact Statements
What does that look like in practice? It’s easier than you think, especially with the template in hand. You can improve the basics by getting specific. We’re not overselling. We’re not making lofty promises.
- As a Professor in our Bend, OR location, you will teach students philosophy.
- As an Accountant working from home, you will work directly with 15 small business clients to review monthly bank statements and file annual tax returns.
- As an HR Manager in Denver, CO, you will answer 20 or more questions a day for our employees about benefits, payroll, and other HR-specific issues.
- As our remote Marketing Manager, you will help us generate new leads in the financial services industry.
Notice the details. Include industry keywords. Add numbers to explain how many or how much. The more specific, the better. Impact is literal.
Remember, in most roles we don’t get the benefit of an inspirational impact. If you work for a nonprofit or another mission-inspired business? Great. Talk about values like sustainability, social responsibility, or community impact. If you don’t? Do not just skip impact. It’s more important than you realize.
The Strategic Value of Impact-Driven Job Postings
Impact is a powerful and often overlooked tool in the realm of job postings. By showcasing the meaning behind a role, companies can connect with candidates on intrinsic motivators that drive satisfaction and productivity. Soft skills and matching AI have nothing on connecting with people in the way their brains work.
Beyond attracting talent, research confirms that impact-driven roles lead to higher retention, reduced burnout, and stronger employee commitment. An emphasis on impact sets a role apart for job seekers of every age as they sort through piles of postings filled with jargon and buzzwords. Job seekers today are making career decisions based on whether an employer’s purpose aligns with their own values. Meet them where they’re at with the information they need about impact.
For recruiters and hiring managers, integrating impact statements isn’t just a “nice to have.” They are a strategic necessity. The next time you write a job post, focus on the bigger picture: how does this role impact the business? Whether it’s improving a process, helping customers, or contributing to a larger mission, sharing that story can take your job post from another bullet list into an invitation to do meaningful work.
Why I Wrote This
We understand the challenges recruiters face when writing job postings that truly connect with candidates. Together with Ongig’s platform, we use AI-powered creation and standardized custom templates to help companies consistently include impactful, meaningful statements in every job post. Whether you’re hiring for a highly niche role or scaling with high-volume recruitment, we can help you highlight the value and purpose behind each position, creating job descriptions that resonate with today’s purpose-driven candidates. Request a demo to learn more.
