Archive for February, 2013

Recruiters – How To Write Better Job Ads

Monday, February 11th, 2013

Are you not getting the candidates you desire from your jobs ads?  It’s likely because your job ads pale in comparison to your competition. A few strategic tweaks to your current methodology is all it takes.  While the venues for job advertising have shifted from newspaper to the internet, the basic priorities for writing a job ad remain the same. It is, after all, an advertisement, with the product being your available openings. Thus, it is important to remember that every ad must attract attention, give pertinent details, describe benefits and offer multiple options for follow-up.

Attracting attention is doubtlessly the most important aspect in writing a successful ad. On most job boards, readers filter the search results by job category and then browse the headlines. Therefore, it is not enough to simply put the job title in the headline. The job title should be included, but with powerful language around it. For example, instead of “Sales”, consider something personal and exciting: “Are You an Enthusiastic Sales Professional? We want to talk to you!” The more memorable your headline, the more readers you’ll have.

Once a potential applicant has decided to read your ad, keep their attention by offering them the details they require. Don’t lose the tone of your headline! If you are using a headline like the one above, address the reader directly as “you”. Describe the job as succinctly as possible, using bullet points to identify the major responsibilities of the position. Be sure to tell about any additional expectations. For example, if the job requires evening or weekend work, or extensive travel, an applicant should know that up front (and to save yourself the time!). Include a general location and (if applicable) tell whether the office is accessible by public transportation. Be thorough yet succinct (leaving out redundancy)—a job listing with too few details will bring more questions than applications.

Now that you’ve said what you need, tell what you’ll offer. Some indication of the salary should be included, plus a brief description of the benefits. Give an idea of the work environment: if it’s friendly and upbeat, be sure to say so. Emphasize the importance of the position, so that the applicant will feel that his work will matter. Tell of growth opportunities and any relevant awards that your company has won. Don’t short-change this section: make them want to work for you!

Finally, it’s time to encourage the prospective applicant to follow-up. Make it as simple as possible. Always include an e-mail address and/or alternate methods for submitting resumes. Specify what type of documents you’ll accept (Word and PDF should be standard) and if your company’s e-mail program won’t allow attachments, be sure to mention that in your ad. And as implied above, if you’re not willing to take phone calls regarding the job, be sure that your ad includes all of the pertinent information. To ensure this, have several co-workers read the ad before you post it. To paraphrase Hillary Clinton, it takes a village to proofread an ad.

There are several other aspects to consider when creating an ad, including the use of graphics, and whether to use your company name. Basically, those are choices that can vary with the situation. Graphics can add to an ad’s aesthetic feel, but they can also slow down the reader. Many companies don’t want to tell the world that they are looking for help, while others feel that their name will bring in more applicants. Regardless of what you decide on these aspects, the above tips should help you bring in quality candidates. Happy hunting!