How to Write and Structure an Effective Job Advert
Writing an effective job advert is much more than a basic description. There is an art to creating a successful advert that attracts great people to your role. In the following blog, we will discuss the six key elements for you to structure the perfect ad and why getting each section right is essential for attracting the people you want.
1. Job Title
Choosing the right job title is key for your vacancy to be found across the job boards. Businesses will often slip up by trying to be too quirky with the title of their new role. For example, we have previously been approached by a client searching for a ‘Sales Superstar’; as much as this sounds like an exciting role, the likelihood is that candidates aren’t going to find it on a job board as it’s not a term they would generally search. Instead, we would recommend using more popular titles like ‘Sales Executive’ or ‘Sales Manager’ (for a more senior role) as they are far more likely to be found by candidates and therefore receive more applications.
2. Your Business
This is your chance to give candidates an overview of your business so they can work out if they are a good fit for you. Standard details to include are your location and industry but it’s also a great opportunity to go into some more depth. Offering some background on your company and what sets you apart from your competitors is a fantastic way to attract candidates to you instead of a similar job at a different company. Don’t be afraid to get a bit creative – you want your business to stand out so candidates are excited about the prospect of working for you.
3. The Role
You really want to go into some good detail here on what the responsibilities of your new employee will be. No one is expecting you to include every task or odd job that may pop up but candidates do want some clarity on what their general day of work will include.
If you already have colleagues/employees in the role you are now recruiting for, it’s a good idea to ask them about their core responsibilities and even how their role has developed since starting with your business – this will allow you to talk in more depth about the role and any opportunities to progress for the new member of staff.
If there are specific qualifications or experience needed for your vacancy then of course it is important to include them in your advert. Many businesses like to use ‘Essential’ requirements for the absolute deal breakers and ‘Desirable’ for the experience/qualifications that are little bit more flexible. If a potential candidate is missing a few of the essential requirements then they should know not to apply and likewise if a candidate is meeting all of the essential and at least a few of the desirable requirements then they should be more likely to apply. Being as open as possible about your requirements ensures you and the candidates are not wasting each other’s time.
For the most successful adverts, we would suggest providing some sort of salary range. This ensures that candidates have an idea of what wage to expect when they apply and helps you as an employer too, so you don’t end up interviewing candidates who have significantly different salary expectations to what you are willing to offer.
Aside from the salary, it is becoming increasingly important for candidates to be made aware of the other benefits available to them from your business. These may range from bonuses and health insurance to company socials. Anything to present that you are willing to go the extra mile to keep your employees happy and strengthen the bond between your business and the workforce.
We’ve highlighted the key elements of a job advert which should hopefully give you a good basis for creating your own! We work closely with our clients to optimise their adverts before sharing them across the best job sites so if you do need any more guidance, please get in touch!