Do Your Job Adverts Need Some Attention?

As a recruiter, writing job advertisements is a big part of your role- but crafting an engaging and informative, concise (but yet thorough) job ad is not always easy.

What is all too easy, however, is falling into writing formulaic job adverts that are largely cut-and-paste jobs from the client’s company manual, and which overwhelmingly fail to attract good candidates.

In a candidate’s job market like we’re facing today, it’s more important than ever for your job ads to jump off the page and tell the candidate what they need to know to apply. 

1. Keep it short and use plain English.

Sometimes reading job advertisements is heavy going, right from the hyperbolic or confusing job title right through to the final line. Job advertisements are generally chock-full of jargon and can put off all but the most dedicated reader. Keep things clear and simple, using plain English. 

Don’t be shy of using short sentences and bullet points to keep thing easy to read. 

2. Portray the job realistically

The role might involve some really great tasks and responsibilities, but they might be a tiny fraction of the day-to-day responsibilities involved in the job. Pick the top 5 tasks a person will be doing on a day to day basis, and then, if there are some other attractive elements involved, add in a ‘you’ll also be required to do x and y on occasion.’

That way you’re attracting good candidates without misleading them. Also, if the job is challenging, say so- there is literally no point attracting candidates to apply who will be scared off at the first hurdle. 

3. Don’t get carried away with ‘Essential Skills’

Remember, essential skills you list, the more you’re narrowing the candidate pool. So many companies hand over a daunting list of ‘must haves’ for their dream candidates, but it’s important to remember that such ideal candidates are often a bit short on the ground.

In reality, the ideal candidate may not have 3 years experience, but 18 months and hunger to learn. Have a candid chat with the hiring manager to really nail down which skills are essential, and which ones are desirable.

 4. Learn to attract (and deter)

When trying to separate the wheat from the chaff, it’s not enough to say ‘The role requires a hard working, professional and trustworthy person’. Everyone who is looking for a job is going to say they’re hardworking, professional and trustworthy if you ask them to! Instead, use language that creates a picture of the person you want, and sends out an early warning for those you’d prefer to stay away.

‘You’re a person who doesn’t mind working late when needed to get the job done’ or ‘we’re a really hardworking team who put in an endless effort to celebrate our results’ will work a charm to deter the ‘do as little as possible’ but hard workers won’t be put off by this. ‘You have brilliant references and can prove the results you got in your past roles’ will generally deter those with a chequered work history. 

5. Talk about culture

The dream candidate will be the one that fits in with the culture as well as having the ability to do the job. Write something in there that makes the company seem human as if they’re reaching out and speaking to the candidate.

‘We’re a friendly, tight-knit team who are really looking forward to welcoming the newest member to join us, work really hard, and enjoy our Friday afternoon drinks/ football team/amazing staff parties.

Of course, if none of that is true and you’re actually a fairly formal and traditional workplace, then you should say something that reflects your true culture, like ‘We’re looking for someone who can contribute to a really professional outfit with a top industry reputation.’ 

6. Keep your company bio brief.

Sometimes these things are vast chunks of dull text, ripped straight from the company website. Keep it to a few lines of engaging text- what the company does, how many employees they have, any well-known clients—basically, the kind of thing that will interest the candidate. If the person is interested in applying, they’ll go and do their own further research. 

7. Mention salary and benefits.

Consider this, if you’re a job hunter, and you see one ad which talks about a good salary, gym membership and a generous incentive scheme, and then see another who mentions none of the above…which one is you going to be more attracted to? As a recruiter, you might need to sway your client’s opinion on this, so if you can find a competitor ad where they mention salary and benefits that might be a good place to start. 

8. Mention the physical workplace.

It’s so easy to forget that when people are job-hunting, their mind is trying to come up with images of what it would be like to work there. Help them out to furnish this idea in their head. ‘We’re located in a beautiful heritage building in Bath/in a modern city office block surrounded by shops and cafes/right near a train station and with good parking.’ 

9. Be very clear about how and when they are to apply.

There might be an ‘apply now’ button on an online platform, but also consider including your email address for a personal touch.

Writing a great job spec is an art, and no recruiter can attain truly great billing numbers without mastering the craft.

 Until next time

 Mike and the GSR2R team