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The Problem

Most job ads are 2 documents mashed into 1. Internal targets nobody applying cares about, and none of the facts that would make the wrong person move on. So the wrong people apply, and your phone screens do the filtering the ad should have done.

This kit splits them. A job description you keep, with outcomes you can check on day 90. An ad you post, that says up front what would make a reasonable person say no.

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The 5-Part Job Description

The internal half of every pair. Run the parts in order.

• Part 1: Role and who should not apply. One plain line, then the line that turns the wrong people away.
• Part 2: Outcomes. 3 to 5 results you can check on day 90, each with the number you set from your own counts.
• Part 3: Responsibilities. 6 to 8 specific day-to-day tasks.
• Part 4: Qualifications. Must-haves (behaviour or legal requirements) kept apart from tie-breakers.
• Part 5: Compensation. The range you would really pay, set from the market and from what the role can afford.

The ad is built from it in 4 beats: a hook, why here, the work, and what you get, with the repel line second and one apply instruction at the end.

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What's in the Book

• Chapter 1, The 10-Minute Repel Line: write the line for your next role and count your last posting. Stands on its own.
• Chapter 2, Why Job Ads Attract the Wrong People: the 3 mechanisms, and what your last hire cost you in hours.
• Chapter 3, Two Documents, Not One: the job description and the job ad, and the order to write them.
• Chapter 4, The 5-Part Job Description: the "is this one role?" check and the outcome-number method.
• Chapter 5, The Ad in 4 Beats: hook, why here, the work, what you get, then one apply instruction.
• Chapter 6, Wording That Keeps You Out of Trouble: what to check, from federal guidance. Not legal advice.
• Chapter 7, Setting the Pay Range: market floor against affordable top, and when not to post.
• Chapters 8 and 9: the 25 pairs, where to post, and the 3 numbers that tell you whether the ad works.
• Then: 3 worked composites (1 that went wrong), the 7-day sprint, 9 common mistakes, the 30 and 90 day look-back and a dated appendix of state pay-range laws.

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A Sample: Hours per Qualified Applicant

Say an ad drew 60 applications and 6 met every must-have. You read each for 4 minutes and held 10 screens of 15 minutes. That is (60 x 4 ÷ 60 + 10 x 15 ÷ 60) ÷ 6 = 6.5 ÷ 6, about 1.1 hours for every qualified applicant. Every number is a round hypothetical. The book shows you how to run it on your own posting, and by source.

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Questions

Does it tell me what to pay? No. There are no pay figures for any role. It shows you how to set a range from the federal wage survey for your area, live ads and what the role can afford, and when the numbers say not to post at all.

Is the wording chapter legal advice? No. It is a dated list of things to check, taken from federal pages, plus the states with a pay-range posting law as of 2 Oct 2026. Laws change. Check your state agency or an employment attorney.

Does it cover interviews and onboarding? No. This kit stops when applications land. Screening, interviews, references and the first 90 days are in the Hiring Playbook.

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Who This Is For

The owner of a small service business (a cleaning company, an HVAC shop, a salon, a landscaper, a dental office) who is about to post a job, has drowned in the wrong applicants before, and wants the role written properly without hiring an HR firm.