Write the perfect job advert

Write the perfect job advert

It’s certainly true that many prospective employers do manage to successfully fill positions with their current system of advertising vacant positions. However, even greater numbers find themselves struggling to fill job vacancies simply because of their inability to write the perfect job advert.

There’s a lot of reasons this happens and it’s often a mixture of a few things, sometimes advertising jobs in an industry that is very competitive can find a shortage of applicants for the position, but more often, the lack of applications received comes down to a poorly written job advert that fails to inspire prospective applicants.

There are so many reasons that employers can find it difficult to recruit the perfect individual for their job vacancy. It is therefore crucial to make sure that the basics of the job advert are all in place. This is where poor structure, adopting the wrong style and the actual wording of an advert for a job vacancy can all make the difference between success and failure.

Employers need to think long and hard about their recruitment adverts before making them live and accessible to the public. The structure, style and words used in an advert can make the difference between the right candidate applying for the job or you the recruiter spending weeks sifting through inappropriate CVs and wasted hours of interviews, all potentially avoidable by generating a better version of your job advert in the first place.

Selling the job and the opportunity, as you would anything else in life, is the best way to ensure success and truly selling it is only possible with a job advert that is structured in the right way to sell the ‘opportunity’ to the prospective candidate as a primary objective.

Close attention should be paid to certain specific parts of a job advertisement too, such as the job title. The job title in a job advert is the single most important thing when it comes to your job adverts getting found by more candidates searching online, so getting this right will make the difference between success and failure to attract and recruit key people.

The job title in any job advert should seek to be completely clear as to what the job is, it should “do exactly what it says on the tin”, but more importantly, it should be adapted for the purpose of the recruitment campaign, to match whatever the majority of potentially suitable individuals are actively searching for.

Example: The job title Internal Sales Consultant achieved just over 600 views in one month from one leading UK job board, but Telesales Consultant achieved just over 17,000 results from the same board over the same period.

Those potential employees actively seeking a new position will nearly always use straightforward key bits of information to narrow their search, such as where the job is based and the remuneration package, as they want to know the most important thing to them. At the top of the list is the salary on offer. In fact, most advertising boards offer candidates the option to see jobs that do not have a defined salary and statistically more than 60% of prospective candidates do NOT tick this box. Research proves that over 90% of job related searches are performed by people that already have a job and these people in particular are unwilling to consider applying for a new role when they do not know what the salary band on offer is.

The next thing to consider is the readability of your advert, big lumpy blocks of text are a real no no as not many people like to read too much information at this stage.

Short punchy pieces of information given out in smaller paragraphs are easier on the eye and will enable clear understanding of each point covered. It is best to start of with one or two paragraphs that focus on selling the opportunity to the candidates, outlining where they will have the ability to learn, grow, experience new things, enjoy better support, work alongside experts or with house hold name clients etc.

It is important that you never seek to make a job sound anything more than it actually is. Keep the advert relatively short, clear and to the point. Use bullet points at the end of each section to summarise and you are now well on your way to writing the perfect job advert.

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Try not to give your prospective candidates the chance to turn down the job in his or her head.  Adding too many essential criteria or an endless list of duties that come with a job will give them the chance to say to themselves that they couldn’t possibly do half of them and therefore never even apply.

In the end, what job seekers are trying to find is something better than they have right now and it’s your job when trying to write the perfect advert for a job, to convey the most exciting and interesting elements to the prospect without lots of fuss and words to get in the way of their CV landing in your recruitment management system or inbox.

As with all adverts there has to be a call to action. Even the best job advert written in the most inviting way will be a waste if it doesn’t end with a direct appeal to the reader to do something about it right away, so try to convey to your reader the importance and urgency of applying immediately so as not to miss their chance of making a successful application.

There are so many things in a job advert that can sway a job seeker one way or the other. It’s your responsibility when writing an advert for a job to generate more desire for the job into their minds and this is all achieved with simplicity, structure, a positive description of the opportunity and clear and concise use of language.

Following the advice in this post will ensure that you write an advert that will appeal to many more job seekers.

For access to a number of free useful resources that will help you improve your job advert writing click here.

About the author

Michael Molloy, is an experienced freelance professional author and copywriter

He regularly writes blog content on a variety of recruitment related topics