Job adverts come in hundreds of different shapes and sizes, but in order to attract the right type of applicant, there are a few simple things that you need to keep in mind to write an irresistible job ad.
Get the Right Job Title
A job might be described one way internally and in another way entirely by people outside of the company. For example, a job might be known as a communications support officer internally, but is that really what people are going to search for? If it’s a job within HR or PR, make sure you mention that in the job title – and if you’re looking for a new employee at a certain level, such as junior manager, manager or executive, include it. Above all, make the job title sound appealing so that people actually want to apply for it.
Appeal to the Your Applicants
Often, job adverts are written from the perspective that the employer – or you – is doing potential applicants a real favor by letting them apply to the job. This is completely the wrong stance to take as it’ll put off any would-be applicants before they even think about getting together their CV to apply. Think about the type of things that you’d like to see from a potential employer in a job advert. You’d want to feel like you were going to work for an upbeat, positive employer with a great working atmosphere. Project that in the job advert and you’ll have applicants flooding in. And remember – talk to applicants on their level. It’s not “you” and “us”. It’s “we” and “your”.
Don’t List Personal Attributes That You’re Looking for
You might want someone that’s outgoing or detail-oriented, but if you put that in the job application, applicants are likely to turn up to the interview displaying those qualities because they know that’s what you’re looking for – but it’s false. Instead, mention the skills that are most necessary for the job posting, along with the education or experience that you’re looking for and if you’re willing to train applicants or to work with people with no previous experience but the right educational background, make it clear in the posting.
Sell, Sell, Sell
There are so many people looking for jobs at the moment – so why should people apply to your job? Sell the position at your company to entice as many potential candidates as possible. Tell people about the challenge of the job and what it’s like to work at your company. Is it exciting? Will the candidate have the opportunity to move up through the ranks of your company? Is the job stable? Make it clear what they’d get out of working for you in terms of both salary and fulfilment and sell, sell, sell.
Tailor the Short and Long Adverts
If you’re able to add a long-form advert and a short-form advert, tailor it so that applicants can get the information they need to decide whether or not to apply by reading either version of the advert. For the short copy, a brief overview of the position, salary and job requirements will suffice, but for the long copy, you can add much more detail. The elements below are what you should be including in the long form of your job ad.
- Short description outlining the basic requirements of the job and what it entails
- 3-7 of the main role responsibilities that the successful candidate will be expected to undertake, but be sure not to go over the top – this isn’t a job description!
- Education and experience needed from potential applicants
- Salary, along with any other benefits or rewards that candidates can expect
- The location of the position
- What you and your company are about as well as your company message, if you have one
- How candidates can apply to the job and when they could expect to hear from you
Finally, remember that you’re writing a job advert for real, human people, rather than robots who do jobs – so be upbeat, honest and positive and you’ll attract the applicants that you’re looking for.