How to Read Job Positions: A Framework for Success

Applying for a job isn’t just about submitting a resume—it’s about understanding what the company wants, what they require, and what they don’t want. If you align your skills correctly, you’ll stand out and improve your chances of getting hired.

A great way to approach job postings is:

Meet the requirements, avoid what doesn’t fit, and highlight what makes you the best choice.

But how do you actually apply this? Let’s break down a real job posting to see this framework in action.

Breaking Down a Job Posting: A Real Example

To illustrate, we’ll analyze the Web Growth Product Manager role at Salesforce. This will demonstrate how to identify key qualifications, spot potential red flags, and structure your application effectively.

What They Want Most

Companies usually prefer candidates who have done the exact same job before. If you have these, you stand out:

1. Web Strategy & Digital Marketing Experience – You should know how to develop web and content strategies, analyze competitors, and improve conversion rates.

2. A/B Testing & Experimentation – The job calls for experience with Optimizely or similar tools to test and optimize website performance.

3. Conversion Rate Optimization (CRO) – Proven success in increasing user signups and optimizing the digital customer journey is key.

   
   

What They Require

Companies usually require candidates who are capable of doing the job and have experience in a similar role. These are the minimum qualifications to be considered:

1. 7+ Years of Experience Working Across Teams – Standard for senior roles.

2. Knowledge of Google Analytics & Tag Manager – Common industry tools you’re expected to know.

3. Experience Driving Measurable Growth – Successfully performed in a similar role with tangible results.

   
   

What They Don’t Want

If these apply to you, the job may not be the right fit:

1. You Want a Technical Program Manager (TPM) or Engineering Role – This is a marketing-driven role, not a program management or engineering position.

2. You Prefer Brand Marketing Over Data-Driven Performance Marketing – The job is focused on analytics, testing, and measurable impact, not branding or creative campaigns.

3. You Only Have Strategy Experience Without Hands-On Execution – The role requires running tests, analyzing data, and optimizing conversions, not just setting high-level strategies.

   
   

How to Use This to Get Hired

You should position yourself as the best candidate while minimizing concerns by doing the following:

Tailor Your Resume

• Use Keywords – The job posting highlights conversion rate optimization (CRO), A/B testing, user research, and web strategy. Use these exact terms in your resume so recruiters immediately see a match.

• Show Impact – This role is about measurable growth. Instead of saying "led marketing campaigns," say "optimized web funnel, increasing signups by 30% through A/B testing."

• Address Gaps – If you lack experience with Optimizely, mention alternative tools like Adobe Target that demonstrate similar experimentation skills.

Prepare for the Interview

• Use Examples – The job requires experience running and analyzing experiments. Be ready with at least three examples where you successfully tested and improved conversion rates or user experience.

• Address Concerns – If you don’t have direct SaaS or enterprise marketing experience, highlight similar work you've done in other industries and explain how it applies.

• Use a Post-It – For virtual interviews, write down your top strengths and key results from past roles so you can work them into answers naturally.

Research the Company

• Understand Their Goals – Slack (owned by Salesforce) relies heavily on self-serve signups. Research how web optimization impacts their revenue model and be ready to discuss how your work could improve it.

• Ask Smart Questions – Instead of generic questions, ask about their experimentation culture, growth challenges, and recent optimizations to show you're thinking like someone in the role already.

Final Checklist

Before applying, ask yourself:

1. Do I meet all the minimum requirements? If not, what skills or experience can I gain to close the gap? Consider online courses, side projects, or relevant certifications.

2. Am I a good fit for what they’re looking for? If not, how can I frame my experience to show relevant transferable skills? Focus on similarities between your past roles and this position.

3. What strengths can I highlight to stand out? If I don't have a unique advantage, what projects or achievements can I emphasize to differentiate myself? Look for standout accomplishments that showcase problem-solving, leadership, or innovation.

By following this framework, you’ll increase your chances of getting hired by aligning how you present your skills and experience with what the company truly wants.