Earlier this year the San Francisco Fed issued a report that illustrated a major shift in job-hopping and hiring. Researchers behind the report found that 75 percent of workers with new jobs in the previous three months hadn't actively applied for a job - meaning they were either poached or referred.

Today's generation of workers is vastly more inclined to consider new career opportunities while in their current job and cookie cutter job posting from prospective employers are becoming less effective. So how do you make yourself and the latest job description at your company more attractive than the other suitors out there? Well, as online dating has proven, not having a good profile replete with all the information or visualizations one needs to generate interest in you can leave you bobbing along single in the sea.

The problem with most job descriptions today is that they focus on roles and requirements and expect the candidate to hunt and peck for all of the other information they need to consider. If you know it's crucial why bury it on your careers page or hope the "About Acme" paragraph does the trick when you can hit it head on? Here are five questions you need to answer in your job listings to attract passive job-seekers.

1. What's innovative about your company?

A common misnomer is that you need a billion dollar R&D unit or an office with the latest gadgets and gizmos in order to be considered innovative. While those might be prerequisites for tech companies, innovation and technology are not mutually exclusive. Rather, innovation is a philosophy of continuous progression and improvement. Innovative companies welcome new ideas from all of their employees and constantly looking for ways to do things better. That's one of the reasons passive job-seekers are demanding innovation as their number one company value. Your job description should explain how you are doing this.

2. What are your medical benefits?

For many, especially those with families, medical benefits can be a deciding factor when choosing to leave or stay in a current role. If you have a competitive benefits packages you should tell people about it. And just incase you're wondering, saying that your benefits are competitive isn't enough. Do you have a medical reimbursement program, a health and wellness program that offers assistance for things like smoking cessation or programs for parents with special needs children? What kind of maternity leave do you offer? How about the Daddy's -- is there paternity leave? There's no doubt that Mark Zuckerberg's paternity leave will encourage more fathers-to-be to look and ask for it.

3. What's your 'office' culture like?

Richard Branson said earlier this year that offices will one day be a thing of a past. It's true that remote working trends and more progressive views on productivity are changing the way people work today. Work-life balance and wellness are top of mind for workers today. For a passive seeker, the type of culture they would be leaving their current workplace environment place a huge part in the decision making process. For instance, noting unlimited vacation policies can convey a trustful workplace environment, but don't think passive-seekers are gullible enough to believe they'll be sipping piña coladas on the beach two months of the year.

4. How does this role fit into the rest of the team?

Vagueness is sure to stop a passive candidate dead in their tracks. One of the areas where these potential candidates want the most clarity is where they fit in in the larger scheme of things. As head of product, how closely will they work with marketing? Show candidates that they won't be siloed away from other functions by explaining how different teams integrated in order to facilitate the best outcomes. Covering this detail later in one-on-one interviews can cut down on the number of qualified candidates considering the position at the top of the lead funnel.

5. Who is the manager for the role?

There's a saying that people don't leave jobs they leave bosses. While you may not be able to get into too much specifics, i.e. you will be reporting to Daniel, head of marketing, who enjoys dogs and watching reruns of Friends, you do want to give the potential candidate insight into what level they will reporting to. There's a lot that can be gleaned from a title, including the level of autonomy and contribution that a the potential candidate will have in the new role.

Published on: Dec 7, 2015