The Soul of the Role: Crafting Subjective Content for Agency Job Descriptions

When you're recruiting talent for your agency finding people with the required technical skills is the baseline, but vibe and vision are the differentiators. While the "objective" part of a job description (JD) covers the what (tools, years of experience, degrees), the "subjective" content gets at the how and the why.

Subjective content defines your agency’s cultural DNA. It’s the difference between hiring a "Graphic Designer" versus hiring a "Visual Storyteller with a penchant for disruptive minimalism."

By highlighting your agency's corporate values, you may get fewer applicants, as many will not match your cultural requirements. But attracting the "right" people is a long-term strategy that builds a team that works in the long run.

1. Define the "Agency Archetype."

Every agency has a personality. Are you the scrappy underdog, the polished global powerhouse, or the eccentric boutique? Your subjective content must reflect this.

· The Tone of Voice: If your agency culture is relaxed, don't use corporate jargon like "leverage synergies." Use "collaborate to win."

· The Mission Statement: Move beyond "We provide marketing services." Try "We help ethical brands speak louder than their competitors."

· Match the values of the organization: The core values of an organization are established by the owner or administrator. Personality trait compatibility is critical to building a cohesive and productive workforce. To determine these core traits, first, list all the traits that the owner possesses. For example "caring and compassionate, reliable, honest," etc. Then evaluate each candidate against the list using Stephen Tweed’s Personality test. When all your hires match the core values of the organization, you achieve worker coherence.

· Job descriptions should all express the same subjective (core values). Field staff and office staff who share the same core values create a corporate culture that thrives.

2. Hire for "Soft Power," Not Just Software

In an agency, the ability to navigate a difficult client meeting is often more valuable than knowing a specific shortcut in your electronic medical records (EMR) system. Focus on these subjective traits:

· Emotional Resilience: Instead of saying "must handle stress," try "provides calm and direction in the productive chaos of a patient intake."

· Intellectual Curiosity: Ask for "a chronic learner who stays up late reading about innovation in the home care industry because they actually care."

· Adaptability: Use phrases like "adept at wearing multiple hats and switching them mid-sentence."

3. The "Day in the Life" Narrative

Objectively, a job is a list of tasks. Subjectively, it’s an experience. Paint a picture to help candidates self-select.

Example: "On Tuesday, you might be brainstorming a new program that better meets our patients' needs and wants. How would you evaluate the proposal, and what would you add?"

4. Crafting the "Who You Are" Section

This is where you move from requirements to identity. Use evocative language to describe the ideal candidate’s mindset.

• Objective Requirement: "Subjective Evolution" (The "Agency Way")

• 5 years of PR experience:  "You have a vast number of media contacts and the persistence of a detective."

• Detail-oriented: "You’re the person who spots a mispelling in the home care services brochure and can't rest until it's fixed."

• Good communicator: "You can explain a complex strategy to a client as if you’re telling a personal story over coffee.

5. Sell the "Un-Benefits."

In any agency, the "perks" are often subjective. Don't just list the generous mileage reimbursement policy; list the intangible growth opportunities.

· Access: "You won't be just an order taker; you’ll have a seat at the table with the clinical staff."

· Impact: "Your exceptional work won't be taken for granted; it will be recognized and celebrated by everyone on the care team."

· Culture: "We value 'radical candor'—i.e., we agree to disagree openly so we can work together better."

6. Use "Negative Filtering."

Subjective content is also a great way to discourage the wrong people. If your agency is high intensity, say so.

· "If you prefer a predictable 9-to-5 where every task is predefined, this isn't the place for you. But if you love thinking on your feet and providing care whenever and however it's needed, you’ll fit right in."

Key Takeaway

A job description is your first piece of marketing for attracting the right new hire. If your subjective content is dry, the candidate will assume your agency is dry. If it’s vibrant, human, and maybe even slightly provocative, you’ll attract passionate talent that actually wants to build something with you.

Should you need help with recruitment and retention, call Kenyon Homecare Consulting at 206-721-5091 or contact us at gkenyon@kenyonhcc.com.