How to build a clear, converting job ad
Refined recruitment processes are efficient, productive and pleasant for both candidates and hiring teams. A non-structured recruiting process is one of the easiest way to raise your employee turnover rate.
Being recruiters, we’ve seen the good, the bad and the ugly when it comes to an internal hiring process, therefore we’d like to share a handful of advice you can easily implement into your strategy - starting with building converting job ads.
Effective job ads help you evaluate candidates on job-related criteria. Work with hiring managers to create job descriptions that:
Provide useful and specific details about the hiring roles
When listing job duties, mention projects your new hire may undertake, teams they will work with and who they will ultimately be referring to. Distinguish between ‘must-haves’ and ‘preferred’ requirements.
As a general rule, keep your list of ‘must-haves’ to around 5-6 bullet points, as too many could discourage a candidate. Ideally, we’d like a job post to be enticing, however try to be completely honest and avoid sugar coating. You’ll have better chances of hiring the right candidate because they had a honest overlook of the job from the get-go.
Choose straightforward job titles
It’s important to be extremely clear on the roles you’re hiring for. This means avoiding denoting descriptive words such as ‘rockstar’ and clickbait titles or snippets of texts such as ‘Amazing opportunity for social media lovers!” This can come across ‘salesy’ and often condescending.
Just keep it simple a stick to titles ie. “Manager’, ‘Executive’
Promote your company
A job ad is the perfect opportunity to spread the word about your company. Describe what makes you unique to give candidates compelling reasons to apply.
And be specific: “We opened 4 new branches recently” is more precise than “We are growing fast.”
An example of this:
“We are EPQ recruitment, a new, forward-thinking recruitment agency specialising in aligning companies with their dream candidates and vice versa.
EPQ is a hub for those looking to find the perfect position, whether that’s in sales, construction, legal, or many, many more industries. We take extreme pride in our excellent client relationships, ability to build trust, and immense amount of specific match-making knowledge that leads companies to their ideal employee.
Having recently gained an influx of new clientele, we’re now looking for...”
Also, don’t forget to outline the perks of your company, for example showcasing it’s personality and why people would want to work there.
Be clear and inclusive with your language
Avoid using jargon and complicated sentences, our aim is to make the candidate feel included and resonate with the job, therefore we don’t want to put them off by being confusing.
Also try and avoid discriminatory/undermining language (e.g. “salesman”, “young and energetic.”) And if your company actively supports diversity, let candidates know!
To sum up, here’s all of our do’s & don’ts to producing a job ad:
- Distinguish between ‘must-haves’ and ‘nice-to-haves’ - Be honest about the duties of the role
- Describe your company and it’s perks
- Showcase your company personality
- Sugarcoat your offerings
- Use clickbait titles
- Use jargon or complicated sentences - Use discriminatory language
Overwhelmed by the amount of time, effort and money that goes into writing job ads? Let us take the weight off! Get in touch.
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