How to write a job advert
It’s easy to overlook the importance of a job advert when there is an urgency to recruit. To attract the most suitable and variable talent, it needs to be conscience, informative and engaging!
"The best job advert combine a little bit of marketing, the reality of the role, the necessary skills and competencies and the organisation's culture. All those things put together are key to how to present an open role to the market," says Justin Cerilli, managing director of financial services and technology at Russell Reynolds and Associates
With the hope that job boards are going to be inundated with job adverts in the coming months, how do you ensure that your advert is seen by a complete cross-section of amazing talent? A job advert needs to be concise and compelling to read to ensure you to maximise your chances of reaching the most suitable candidates in the marketplace.
What is a job advert?
While a job description is a detailed document outlining employees responsibilities once within the role. A job advert is designed to sell and entice the candidate to want to join the company and apply for the position.
“An announcement in a newspaper, on the internet, etc. about a job that people can apply for” – Cambridge English Dictionary
How to create a job advert
When you write a job advert, you’re not just telling people that an opening is available; you’re actively selling the role to prospective talent. In terms of content, the job advert is a streamlined version of the job description.
Job title - When advertising a job, think about what the role is most commonly known as in the industry, rather than within your company. Job boards use algorithms to search similar to google so you need to attract a large audience.
Company – sell the company in a positive light, what makes you unique. Provide a brief description of why someone will want to work there.
Location of the role - Where is the role usually located?
This is where you can mention remote working if applicable, however still highlight the office location as we will all be returning.
Role description – include a brief overview of the role and responsibilities.
This is where you can use the job description.
Focus on the main responsibilities, rather than the day to day tasks.
Highlight how the job will contribute to business objectives, the potential for advancement, and how candidates' achievements can contribute to that.
Essential skills required - break this done into soft and hard skills. (Learn more about soft and hard skills)
Salary & benefits – highlight the salary, benefits, perks etc
Some companies do not like disclosing salaries on a job advert. While we understand this it sometimes puts off candidates from applying.
Not mentioning the salary also means you may have unsuitable candidates applying.
underqualified candidates
overqualified candidates who would be taking a pay cut for the role
Call to action - how to apply for the position.
Closing date for application - It is always advisable to include a closing date for applications so candidates can know how quickly they need to create their bespoke cover letters.
If you are reviewing and interviewing as and when CVs are submitted, inform candidates of this so they know to action their application asap.
Captivate your audience - job seekers will spend hours each week sieving through job adverts.
Ensure your advert is professional with a creative element to stand out on the page.
use company logos or images
break up the text with bullet points
think about your fonts and formats
Emphasise the company’s culture, mission, and values.
Culture is key and so important to anyone considering joining a company.
82% of job seekers in the UK rated employee benefits as key information in a job description.
For example, flexible hours, dog-friendly office, in house café, team sporting activities (see the top sort after perks pf 2021).
68% of employers have introduced new wellbeing benefits during the coronavirus pandemic to support their employees. Every organisation surveyed offered an employee assistance programme (Info-According to analyst company, Gartner)
How to advertise
Engage a third-party recruiter - there are benefits to engaging a third-party recruiter, such as HELP Recruitment.
They already have a database of candidates who are actively job hunting.
They also have additional candidates who may not be actively job-hunting but would love the role and to work for your company.
While there are costs associated, the time that will be saved is relative.
They are professionals in the field of recruitment and will take on a head-hunting approach and think outside the box.
Job advertising platforms - Think about where you are going to advertise the role, which platform will provide the maximum reach?
What costs are associated with the platforms?
Format - Candidates will view the job adverts on laptops, tablets and their phones, check how it appears on all devices.
Break it down into paragraphs, remember white space.
Do not ask for the impossible - have realistic expectations with regards to employee criteria.
An endless list of requirements will be off-putting to any job seeker.
Include keywords - maximise your chances of being found in searches.
Tailor your keywords and include search-friendly language and terminology
The more you mention the job title the higher it will appear on search engines and job boards.