HR, Recruitment

How to Write a Good Job Advert: 5 Ways to Make People Apply For Your Roles

Business Advice | 20 April 2023 | 1 year ago

There is a lot that goes into hiring and recruiting as a business, and creating job adverts is a key part of the process. Knowing how to write a good job advert can determine how successful your recruitment efforts are, and how many suitable candidates you have to pick from. Though a poor job advert is likely to bring in a handful of applications, it’s unlikely that any of these will be from your ideal candidate. It’s important to create a job ad that has a strong headline, clear language and includes lots of specifics about the role. In this blog, we have taken a look at the five things that encourage potential candidates to apply for your roles.

Pick a Strong Headline

Don’t make the mistake of assuming that the headline is merely the title of the job ad, as it’s actually one of the most important aspects of knowing how to write a good job advert. It’s the first thing that people see, and it’s really a make or break moment. If they like the headline, they are likely to click on the ad and find out more. If they don’t like the headline, they will keep scrolling until they find a better ad. It’s important to use clear, concise and attention grabbing language when you are picking a headline. It needs to be detailed and descriptive, but short and straight to the point. Potential candidates should know from the headline alone whether it’s a job that interests them, and they should have complete certainty about what role you are recruiting for.

Use Clear, Common Language

The more information you give in a job advert, the better. You should always give a concrete overview of the company and what the role requires, highlighting what makes you and your role different from others out there. Avoid hyperbolic terms – such as ‘rockstar’ and ‘ninja’ – and focus on providing clear, concise and relevant information. To make sure that potential candidates find the advert, use terms that they are likely to search for. For example, it’s unlikely that anyone will search for ‘rockstar engineer’ or ‘ninja at marketing’, but they are likely to search for the job title itself or key skills.

It’s also worthwhile to avoid highly specific jargon or internal-only terms, as these could put people off. Though those in the industry will know what you mean, they can make a job advert unpleasant to read, and anyone applying from a slightly different field may feel excluded. You want someone to feel excited and interested in the role, not bored by overly complex language and unnecessary jargon. 

Be Specific About Salary

A lot of people keep the salary vague on a job advert, hoping to entice a wide range of people, and hoping that people won’t be put off by a slightly lower salary than they were expecting. However, this could actually turn top talent away. You should always give a salary range to avoid washing your time and your candidates’ time. You don’t need to be precise, but giving a salary range will at least let people know roughly what they can expect from the role. You don’t want to spend a lot of time interviewing candidates, only to find that your top choice turns the role down because of an unexpected salary. Some people won’t apply for a role unless the salary is clearly stated, and this could mean that you have a smaller talent pool to hire from.

It’s also helpful to be specific about other benefits too, such as annual leave entitlements, pension schemes and any other employee compensations. This will ensure that only candidates who are actually interested in the position will apply, rather than those who are simply applying because it sounds vaguely related to their experience. The more someone knows about the job, the better they can assess whether it’s the right role for them.

Compare to Similar Ads

There are a lot of job adverts out there and your candidates will have seen a lot of other adverts for similar roles. Therefore, it’s important that yours stands out and makes a statement for all of the right reasons. Candidates are unlikely to apply for every role that fits what they are looking for, so yours needs to be competitive. Take a look at what other adverts are doing and make sure that yours is just as engaging, informative and clear. Looking at similar job adverts is also a good way to ensure that you are offering what candidates are expecting in terms of salary, employee benefits and compensation. By looking at similar ads, you should be able to determine what works, and what doesn’t.

Add a Call to Action

One of the most important parts of writing a good job advert – and something that a lot of people overlook, or don’t put enough weight on – is the call to action. It’s important to add a call to action at the end of the job advert as this is what will encourage candidates to apply or, at the very least, get in touch for more information. You want to highlight just how easy it is to apply for the role or how quickly someone can get more information about the position should they need it. A lot of potential candidates take the time to read the job advert, are interested in the position, but then fail to apply because it’s not abundantly clear how to do so. To ensure that everyone is encouraged to apply, put a call to action at the bottom of the ad.

Now you know how to write a good job advert, you can get started.

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