Well-crafted job ads attract top candidates

It's a tough job market right now for many reasons. With so many candidates looking for their next opportunity, it should be easy for companies to fill open roles.

Right?

Wrong.

The reality is that attracting the best candidates for open positions is challenging, especially for small businesses and startups. Well-crafted job ads can make all the difference in capturing the attention of top talent.

How do you get one of these compelling ads? You hire a content writer who specializes in employment notices.

One of the most overlooked ways a skilled content specialist can benefit organizations is by assisting the Human Resources department with job ads. The first impression prospective employees often get of your company is through employment notices for open roles. Organizations that want to attract the best and the brightest must stop thinking of job ads as nothing more than a help-wanted sign and start embracing them as a marketing tool.

Job ads that repel, not attract

One look at most job ads on LinkedIn and other employment sites reveals that most companies use bland, generic-sounding copy to advertise job openings. Working with a content specialist can effectively communicate the roles and responsibilities while painting a vivid picture of the company's culture, values, and growth opportunities.

Too many employers are focused on discouraging unqualified candidates from applying instead of sending an irresistible message to their ideal employees.

A perfect example of this is an employment ad from a company that was bestowed with many accolades, including a "coolest places to work" award. Rapid growth has forced the company to find quality candidates for several key positions, including engineers.

However, this little gem was listed as a requirement for one of the engineering positions: Mathematical Skills: Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals.?

If you're asking yourself what is wrong with that requirement, take a moment to imagine that you're an engineer. To become an engineer, you must earn a minimum of a Bachelor of Science Degree in an engineering discipline. Some engineers have earned their Professional Engineer licensure, which is time-consuming and difficult.

Any job ad for an engineering position that suggests a candidate must know basic math is quite insulting. Yet, that's exactly what the job ad described. It's unlikely the company meant to sound so demeaning. However, it's possible that the description turned off some qualified candidates.

Thinking like a marketing pro

Content specialists think like marketing pros when creating compelling job ads for your organization.

While it's true companies must consider labor laws when drafting a job ad, it shouldn't be the only consideration. You can follow labor laws and create an ad that draws candidates in at the same time.

Instead of tossing out a laundry list of job duties, think like a marketer and sell that position. A content specialist can use storytelling techniques to highlight the company's achievements and growth opportunities to help the candidates picture themselves in the role. Consider it a "try before you buy" approach that paints a vivid picture of the impact the position can have on helping the organization achieve its mission and vision.

Job ads that include targeting messaging tailored to specific candidates increase the likelihood of attracting the right fit for the role and company culture. Just like a copywriter conducts audience research before creating sales and marketing campaigns, a content specialist can do the same before crafting a job notice for an open role.

Extra, extra, read all about it

A catchy title on an employment ad is the most effective way to pull a potential candidate in. Choosing a title optimized for search engines helps qualified candidates find your job ad.

If you're hiring someone to work in the public relations department, use industry-relevant keywords such as public relations, marketing, communications, and PR specialist. The same applies to the body of the job ad. Use SEO-rich keywords naturally throughout the text to attract search engines interested in fulfilling a job seeker's search query.

Once you have your ad crafted, proofread it carefully before posting it on your website and other job sites. Nothing turns off potential candidates more than poor grammar and spelling. It signals the company doesn't care enough to make sure the information is correct, which may also speak to how the company treats its employees.

Hire your ideal candidate today

It's a race out there to secure top talent. Don't get left in the dust by your competitors.

Work with a content specialist who can craft a compelling narrative capturing the essence of your brand, culture, and growth potential to attract the best and brightest candidates to your open positions.