Job advertising: how to market jobs and win top talent

There is a lot more to job advertising than simply writing a few paragraphs. My not so favourite tasks – the pasting a whole job description and posting on a job board – also don’t sum up. Many employed in the fields of advertising and marketing can attest that our careers are beyond knowing how to write a job advertisement.

If not done properly, you will then experience a mix of results ranging from too few responses, wrong candidates applying, too many wrong candidates, or no ideal candidates applying. There are 15 key ingredients…

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Job advertisement and marketing tips

job advertisingWhen selling a house, you only need one buyer. However in recruitment, you not only need one buyer, you actually need ‘the ideal buyer’.

Because you want to recruit the right candidate, you must create the most compelling message and offer. Then make sure you target the right candidates.

You must maximise the exposure of your message so that you capture the widest yet most targeted audience. There are many key ingredients that will ensure the success of your job advertisement. However, get any one of these wrong and you risk losing valuable candidates.

My job advertising strategy

In over 18 years of recruiting and job ad copywriting, here are the 15 key areas that have allowed me to get great results for clients:

How to write a job advertisement

  1. Have a well-defined Position Description including salary range & benefits
  2. Have a Person Specification with 3-6 essential and preferable skills  and attributes
  3. The Job Title must be meaningful, descriptive and marketable
  4. Create a compelling 150 character teaser (or “lead-in”) to capture the attention of job seekers. Then give them a reason to “click through” to the main advertisement
  5. Craft up 3 compelling bullet points that best describe the opportunity and benefits of applying
  6. In the body of the advert describe the company, why it exists, what it does and points of difference – what is the culture and why would the reader want to work there?
  7. Describe the job opportunity and summarise why it exists and what it does.

Job advertising in action

  1. Selection Criteria: Describe the key skills and attributes required to successfully undertake this role

    job advertising and marketing

    Reader hit in the face. Shocking assault causes an emotional response.

  2. Provide a closing date and any other information to help candidates apply
  3. Select the job location, job classification and subclassification. Research all the available classifications and sub-classifications
  4. Check to see if there are additional locations, job classifications and sub-classifications relevant to this job and be prepared to use more than one to capture the market
  5. Research comparative jobs to ensure your salary level is competitive
  6. If your remuneration package is competitive, publish it to generate a higher response rate. If it is marginally or less competitive, do not publish it
  7. Enter the engagement method (eg part-time, full time, casual, fixed term contract etc)
  8. Is the job board you are using where your preferred candidates ‘hang out’? Some of the best candidates don’t apply via major job boards. Therefore, posting on multiple job boards will ensure your exposure to the widest applicable candidate markets

For more information on how to craft compelling and effective job advertising, contact Neil at 1300Hired. [/read]