How do you write a job ad and description that reflects your employer brand and value proposition?

1 Define your target audience

Before you start writing, you need to know who you are writing for. Who is your ideal candidate? What are their skills, experience, goals, and motivations? What are their pain points and challenges? How can you solve them? How do they search for jobs and what do they look for? By defining your target audience, you can tailor your job ad and description to their needs and interests, and use the language and tone that resonates with them.

2 Highlight your employer brand

Your employer brand is what sets you apart from other employers in your industry and market. It is the personality, culture, and values of your company. It is the answer to the question: why should someone work for you? To highlight your employer brand, you need to showcase your mission, vision, and purpose. You need to demonstrate how you make an impact, how you support your employees, and how you foster a positive and inclusive work environment. You can use stories, testimonials, awards, and achievements to illustrate your employer brand.

3 Communicate your value proposition

Your value proposition is the specific benefits and rewards you offer to your employees in exchange for their contribution and performance. It is the answer to the question: what's in it for them? To communicate your value proposition, you need to emphasize your compensation, benefits, perks, recognition, development, and growth opportunities. You need to show how you value your employees, how you invest in their well-being and success, and how you help them achieve their goals and aspirations. You can use numbers, facts, examples, and comparisons to highlight your value proposition.

4 Write clearly and concisely

Your job ad and description should be clear and concise, without jargon, acronyms, or vague terms. You should use short sentences, bullet points, and headings to make your text easy to read and scan. You should avoid using generic or cliché phrases, such as "team player", "self-starter", or "dynamic". Instead, you should use specific and descriptive words, such as "collaborate", "initiate", or "innovate". You should also use action verbs, such as "manage", "design", or "deliver", to show what the role entails and what the candidate will do.

5 Include a call to action

Your job ad and description should end with a clear and compelling call to action that invites the candidate to apply for the role. You should tell them what to do next, how to do it, and when to do it. You should also provide them with contact information, such as an email address, a phone number, or a link to an online application form. You should also create a sense of urgency, such as a deadline or a limited number of openings, to motivate them to act quickly. You should also thank them for their interest and attention.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?