Posting a job advert may seem as simple as copying and pasting the job description on a job board, sitting back and waiting for an influx of ideal applicants. To be clear, the job description is NOT AN ADVERT. It’s important to take some time and consider your target audience and what THEY want to see.
The argument I hear time and time again is “there are plenty of people looking for work”, “it is a straightforward process”, “it’s an employers’ market…”. Whilst there may be a lot of people looking for work; are they looking for the type of opportunity you are offering? There is a distinct difference between quality applications and quantity applications. Truth be told, if you’re not giving the job advertisement the time and consideration it deserves, you may not even be attracting the latter.
Most companies forget that when a potential candidate views your job advertisement, it’s possibly the first time they will have heard of you and it will be their first (and possibly last) impression of you.
Your advertisement works in a similar fashion to a CV – a metaphorical shop window enticing the reader in; will your potential customers walk past with a cursory glance or will they come in, explore and make a purchase?
Here are a few simple steps to ensure your advert attracts the candidates who are right for your opportunity.
- Search-friendly Content
Just as you use keywords in a search engine to find you the closest match, candidates use keywords to help highlight suitable opportunities. Think about what the applicant would be searching for and tailor your language accordingly. The job title is the easiest way to do this – how the role is referred to internally is not how someone will type into a search. Think about the person you want to attract and the language they would use. If you have access to a CV database/job board it’s worth doing some research using the ‘Job Title’ field. How someone categorises themselves is what they’re likely to search for. Don’t litter your advertisement with buzzwords without thought and consideration – it will be obvious and have the opposite effect.
- Write for your audience
Building on the earlier metaphor of the job advertisement as your shop window, the opportunity becomes your product and the potential applicants your customers. The job advertisement is your opportunity to entice these customers in through the ‘door’ and make a sale (in this case apply for the position).
If you want someone to apply for your position you need to appeal to them on a conscious and subconscious level, as you would a consumer.
Points to consider:-
- It’s easy to tell when a job advert has been written quickly; the assumption being that the employer is doing the potential candidates a favour by inviting them to apply for their job. A candidate will not apply for a position if it doesn’t appeal to their wants and needs – if your job advert is poorly written or doesn’t engage your audience, it doesn’t matter how good the role is.
- Think of yourself as the target applicant. What would catch your eye? What would you (your target candidate) be attracted to? What information would be of interest.
- Keep it short and simple. Just like you take twenty seconds (or less) to make a decision on a CV, so does the applicant when they come across your advert. No one wants to read War and Peace. Nor a regurgitated job description.
- Structure
Every advertisement is different and there is no one approach that fits all. There are some elements that all job advertisements should include:-
- Introduction: Keep it short, punchy and succinct; mention something enticing about the role and the company (a new role due to expansion, growth sector etc.). This will help the potential applicant assess quickly and keep reading.
- The role: Try to relate these to an objective, allowing the reader to imagine how they would fit into the position; how they could add value in the role and be part of delivering the business’ plan. Don’t be tempted to copy and paste the job description – the advert only needs a few aspects the role, to get the right attention from your target audience.
- The person: Think carefully about what to include here; what response rate do you want? Your response can be impacted dramatically by the words you use. If you want a high level of applications, a strict criteria is going to work against you and visa versa.
- Remuneration: Include a salary or a range. This helps the job seeker (and you) as they will be searching with a figure in mind. Where benefits are concerned make sure they are what you say they are – for example holidays are NOT a benefit. Think about what would make someone apply for your role rather than a similar post elsewhere.
- Your business: Briefly explain what your company does; please don’t copy the ‘about us’ section on your website. An applicant will do their own due diligence. Write something brief, engaging and relevant. Is your description inspiring and energetic or dry and drab?
- Call to Action: You’ll have seen this on many a website or lead magnet. What is the next step if the potential applicant is interested? Will you include a telephone or email address? Will you want a cover letter or additional information?
Hopefully this post has given you some useful hints to help you write an attractive job advertisement.
A job advertisement is only the start of the campaign; and the process of assessing, recruiting and retaining a A+ candidate can be a difficult one
For more information, or request a call back to discuss how we can help you please do contact us
