Creating The Perfect Job Advert

Many of the businesses I run are in the service sector, particularly recruitment, so getting top quality staff is the key to success. It is important to constantly attract talented and driven people, and I have spoken in a previous blog about why I often make hires even when there isn't a vacancy.

However when you are recruiting for a specific vacancy, you need to get your message across effectively. I always think of the recruitment process as a sales and marketing exercise, because what you are doing is selling your company to potential candidates. And in the current market, with the war for talent at its highest for many years, this has become more important than ever.

It is also worth bearing in mind that a set of slightly different rules apply to recruitment. General advertising is all about capturing people’s attention and getting your voice heard in what is a very crowded and noisy market. In an era when we are being bombarded with information on a regular basis, advertising can sometimes be a case of who shouts the loudest.

However, in the employment sector most people will be actively searching for jobs - in other words your target audience will be looking for something which meets their needs. Even before you get around to designing the advert you need to think about your market and exactly who it is you are aiming to attract.

Every sector and profession has its own niche publications and specialist websites, which can sometimes be more useful than the larger, generic ones. Recognise which route is best for you and plan your budget and campaign accordingly.

Everything from the copy to the design of the advert should give off the right impression about your brand. Consider what type of company you are - corporate or quirky? Well established or the new player in the market? Make sure this is reflected in your advert.

Adverts should always have the relevant details that people are looking for when they are job hunting. Moving jobs is a major life decision and people will want as much information as possible before making a decision..

Finally, one thing to remember when putting together an advert for a job is that there can be strict legislation to abide by.

Make sure that you are aware of the rules, both general and industry specific, to avoid any embarrassing mistakes that could prove to be costly in the long run

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