A skills shortage in the labour market makes it increasingly difficult to find and entice the right people. This you already know.
So how do you reach and convince these highly sought-after individuals? Jobat has put together 6 top tips to help you write compelling job ads.
1. Choose the right job title
This is not as simple as it sounds. People who are looking for a new job often start their search on Google or another search engine. So it is important to choose a job title that includes the keywords used by your target audience. Be as specific as possible. If what you are really looking for is a webmaster or shop assistant, it is better to avoid more colourful titles such as Digital Overlord or Retail Jedi. And if you have no idea what keywords potential candidates are likely to use, Google Keyword Planner is a good place to find inspiration. Make sure the text you write includes all relevant search terms and their synonyms.
2. Provide a clear overview
We all tend to skim online content and job ads are no exception. Ideally, a job ad should be short, concise, to the point and optimised for search engines such as Google. Use as many bullet points as possible. Also do this in the job description. Put important information at the start of each paragraph. Include clear subheadings and put them in bold. For example, put a title like ‘Your typical day as a bookkeeper’ above the job description, ‘What we expect from you’ above the job requirements, and ‘What you get in return for all your hard work’ above the terms of employment.
3. Start with a clear description of the role
This is about the candidate, not about you! They want to know ‘What’s in it for me?’ as quickly as possible. So oblige them by providing an exact description of the role. Be as clear possible. Avoid overly elaborate and vague language. Tip: Summarise the role in the meta description so the information (or at least the first 155 characters) is displayed on the Google search results page. Include the standard company description where you talk about your excellence as an employer, your annual revenues and the awards you have won. But put this at the end.
4. Be clear about the profile you want to recruit
Say what you want and why you want it. Make it crystal clear so potential applicants know if they meet your requirements. That way, neither of you waste energy. List 5 essential criteria that applicants must meet but keep it realistic. Also say what you are not looking for. This helps filter out those who think they meet the profile when they don’t and improves the quality of applicants. Use bullet points where possible and write in the active voice rather than the passive voice.
5. Make the prospect enticing but be honest
When recruiting, companies sometimes paint a picture that differs from the reality. The result? Half of the people they hire start looking for another job within six months. So be authentic and honest. It will save you time and energy. Say what the company stands for, describe the working environment and explain what is expected of the successful candidate. Show the workplace and/or colleagues and include success stories. For example, if you film a colleague talking about their experience of working in a particular role in your organisation, it will help showcase the unique aspects of your company.
6. Make the call to action appealing
Your call to action invites the reader to apply for the job outlined in your carefully worded advertisement. Be creative and use your charm or humour to convince the right people to take the next step. Nothing is less inspiring than the standard ‘Interested? Apply now!’ So conclude with an appealing call to action that makes the reader want to work for your company.
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