The keystone to a successful recruitment campaign is writing an effective Job Advert. Not only is it your first chance to attract the right talent to the role, but it is also your first opportunity to make a great impression. With thousands of ways to write a job advert, it is difficult to know where to start.
In this guide, we’ll go through some of the basics to writing an effective job advert. One that will attract the right talent, encourage them to apply and make a great first impression. We will cover:
- How To Write A Job Advert
- Tips To Make Your Advert Appeal To Audiences
- What You Need To Avoid When Writing A Job Advert
How To Write Job Advert
The first aspect to consider when writing a job advert is the structure and what to include. As it’s important to have a clear and concise advert that provides all the information the candidate wants, whilst also selling the role and company.
All job adverts should include:
1) Use A Searchable Job Title
Whilst it’s important to be creative when writing a job advert, it’s imperative to use a searchable or recognisable job title. As candidates will search for specific keywords when looking for work. If your advert doesn’t match their search, it will be harder to find.
2) Include The Salary And Location Of The Role
Ideally, you should include the salary and location when writing your job advert. Although these sections aren’t compulsory including them has significant benefits to the recruitment process:
- It streamlines the review process, as you reduce the time spent on negotiating salary expectations.
- You reduce the likelihood of receiving applications that are unable to get to the place of work.
Including these details can also make it easier for candidates to find your role online, as many include these factors in their searches.
Sometimes, you can use a salary bracket if you don’t want to disclose the exact salary. This will attract a greater range of candidates but will provide the clarity that job-seekers want.
3) Write a Compelling Company Introduction
Start with a few sentences that outline the business and role. However, this section is not to sell your services, but to sell why candidates should join your company. This is one of the best ways to entice the reader to continue! To write this section think about:
- Why is this a great opportunity for candidates?
- What will candidates gain by working at your organisation?
- What do candidates want to know about us?
4) Detail The Candidates Duties
The responsibilities section is arguably the most important part of a job advert. It’s also the section that candidates want to see the most. Again, you must be honest about what candidates will be doing in this role, along with your expectations of them.
Try list four to seven main duties that the candidate will be responsible for. Along with how they will fit in as part of the team and company objectives.
A Recruiter Tip
Something that can set your responsibilities section apart when writing your job advert, is including how the role can link in with a candidate’s professional and personal development plan.
5) List What Essential Skills Are Required For The Role
You need to ensure that the applications that you are receiving are right for the role. The candidate requirement section of a job advert is the perfect area to highlight what you are looking for. List what attributes, skills or qualifications a candidate will need to be successful in the role.
Recruiter Tip For Selecting The Right Skills For The Job Advert
Too many requirements will be off-putting. We recommend that you have an Essential List that details 2-4 requirements that are a must, then a Desired List that includes 2-3 requirements.
6) Detail The Unique Benefits That You Offer
Like with the introduction, this section is an opportunity to sell why candidates should work for you.
Company benefits don’t have to be financial, so be creative with what you can offer candidates. The UnderCover Recruiter wrote an interesting article about what benefits candidates are looking for in 2020.
7) Make The Next Steps Clear With Call To Actions
Finish your job advert with a compelling Call To Action and a ‘next steps’ section.
Clearly explain the recruitment process to candidates after application. Will there be multiple interviews, a skills-based test or a shadowing day? Being transparent about the process will be greatly appreciated by candidates and will help them with their preparation.
Recruiter Tip For Highlighting The Recruitment Process
Job-boards will automatically add an Apply Now or Upload Your CV button. However, it is best practise to add in a contact number or email into the advert, this way you can track additional enquiries– which will help you to evaluate your recruitment processes to find additional success in the future.
Tips To Make Your Job Advert Appeal To Audiences
Providing that you’ve done most of the above, your job advert should appeal to the reader. However, there are additional steps that you can take to set your advert from the competition.
Consider The Tone Of The Job Advert
The tone of an advert will influence the talent you attract and as it’s often the first impression a candidate will get, you need to ensure that the tone reflects the company culture. The best thing that you can do is talk to candidates on their level and in the second person!
Sell Your Company To Applicants
When you write a job advert, take the time to create a compelling case to sell your role and company to applicants. To achieve this try to appeal to the wants and needs of applicants, in the same way that you would for your customers.
Keep Your Advert Snappy
Many applicants will apply to multiple roles and screening adverts is a full-time task in itself. With this in mind, try to keep your advert under 700 words.
What To Avoid When Writing A Job Advert
Here are a few mistakes that you should avoid:
1. Overusing Business Jargon: Business Jargon or acronyms should be used sparingly as overuse has shown to harm application rates.
2. Copying Previous Job Adverts: Even if you’re recruiting for a role that you have filled in the past, taking the time to write a new advert is important. As it is very likely that the responsibilities have changed slightly or the team dynamics are different. So the advert needs to reflect this.
3. Not Following A Structure: A big block of text is difficult to read and will discourage candidates from applying as they cannot find the information that they want. When writing your job advert, try to keep a clear lay-out and use bullet points to break up text.
A job advert is an integral part of any recruitment process and if it goes wrong you run the risk of damaging your employment brand. However, when you take the time to plan and discover what the business needs you can avoid losing resources and improve the quality of applications.
This job advert guide will help you to not only include the relevant information, but help attract the right talent from the beginning. If you are currently recruiting and are struggling to find the time to write an effective job advert, we can provide expert support. Contact our team today!