Blog #2

How to Write Effective Job Ads

 27 Nov 2017

This is How You Write an Effective Job Advert That Gets Your Target Audience Applying

Recruiting is selling.

Making a sale starts when two people have a conversation.


But you can’t have those conversations if no one reads

your job adverts. Or if potential candidates read the ads, but don’t apply.
Passive and active candidates would pursue more career move
opportunities if hiring managers and recruiters - those writing the job ads - would invest more time in selling the opportunity. Here are just a few of the mistakes we see time and again in job adverts:
#1: Job ad copy produced to rank higher in search results
Say you’re hiring for a .NET Developer, you don’t need to include “.NET” over and over again in the copy.
Jobs boards tell you to do that, so your ads rank higher, but you aren’t recruiting search index crawlers; you need people. Human people. So
write copy that appeals to them, their needs and aspirations.
People click away from ads that fail to sell the value of the opportunity and company, so even if your ads don’t rank as highly, they will be read by the candidates you want. SEO isn’t everything
#2: Presenting an opportunity using questions designed to trick candidates
Another sin repeatedly committed in crap job adverts: Stupid questions?
“Want to be challenged on a daily basis and test your problem solving skills?”

“Do you want to make a big impact on a fast-growing company?”

“Do you have a “can do” attitude?” In reality, this questioning technique is the copy equivalent of a bait and switch.
Adverts are published full of these types of questions, in the hope potential candidates will only think of the positives concepts that these phrases are designed to generate: Big opportunities, lots of
money, challenging - in a good way - projects and work.
In reality, phrases like these are an attempt to make crap jobs sound decent. Polishing a turd.
Challenged on a daily basis: We’ve had other developers working on this code. They did a terrible, no good, very bad job. We hope you can fix it, we’re all out of ideas.
Big impact and “can do”: Things are really crazy, we have no idea what we’re doing, but the board and customers expect results, so please, for the love of God, help us! But there are some perks: We buy everyone Domino’s on a Friday.
#3: Failing to engage the needs of the candidate
Adverts that put candidates behind the needs of the hiring companies don’t attract the best candidates.
If you only talk about what “the successful candidate” brings to the table,
then you aren’t going to recruit candidates at the calibre you need. Instead, you are going to appeal to those who, for one reason or another, are desperate for work, or need to jump ship
Some of these could be great candidates, but you are limiting your talent pool, since you aren’t appealing to passive candidates who could be persuaded, for the right opportunity.
Appeal to the needs of the candidate, from the first paragraph. Give them a reason to apply, send a CV, or call to find out more. Sell the benefits of the role, the opportunity and the company.
Once companies started putting search engines over candidates, job adverts stopped appealing to people. Which is another reason why you need to start using social media for recruitment since your candidates now spend as much time on LinkedIn, Facebook and other social networks as Google. Jobs boards and search engines are still important pieces in the recruitment funnel, but they are not the only way to attract talent.
Write adverts that appeal to the candidates you need, not the algorithms that power search engines


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