The Built In Trap: Visibility Without Conversion

Built In will happily sell you visibility. And, to be fair, it delivers: lots of job seekers, lots of browsing, lots of “hey, we should probably have a presence here.”

But visibility isn’t the point. Conversion is.

Most companies treat their Built In profile like a checkbox—something you complete once, then forget. In the video, I walk through the three most common mistakes I see, and why they quietly drain your ROI: you’re paying to be seen, then presenting yourself in a way that makes the right candidates keep scrolling.

Mistake #1: You’re “present,” but invisible where it counts

Candidates don’t land on your profile like they’ve arrived at a museum exhibit. They hit search, apply filters, and scan the results like it’s speed dating.

If your preview is generic—stock photo, “leading global provider,” vague vibes—you lose before they click.

‍Fix: Treat the search result snippet as your headline. Use it to say what you offer as an employer that isn’t obvious.

Mistake #2: Your profile repeats marketing copy instead of a candidate reason

Built In is field-based. Everyone gets the same boxes. That’s not a limitation—it’s a test.

Most companies paste in customer-facing messaging. Candidates don’t care—at least not yet. They want to know why their day-to-day would be better with you than the company next door.

‍Fix: Choose one differentiator (mission, experience, upside) and make every field support it with specifics.

Mistake #3: You list perks like a checklist and waste your proof

A longer benefits list doesn’t build trust. The “why” behind the benefits does.

‍Fix: Explain what your benefits signal about leadership and culture—because candidates are skeptical, and skepticism kills conversions.

Watch the full video here: https://youtu.be/qMNKjPGkVkw

If you want the bigger system for turning “we seem fine” into a real advantage, grab Becoming Choosable on Amazon.

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