Why You Still Need To Post And Write Great Job Adverts – Part 2
In the last article we discussed where to post your job ads. This time we are going to explore some ideas on writing a great advert and then some really practical ideas on how to get it read.
Who do you want to attract?
Now who do you want to attract? Many job vacancy adverts we see are generic and bland. In other words they lack specific detail that appeals to a targeted candidate. Please stop and read that sentence again.
It is so important to know your target sector in precise detail. If you have not sent your candidate talent pool a survey recently put it on your to do list. What is important to them? What would make them move? What offer needs to be on the table?
As an example not everyone does move for money. Depending on the type of role it can be more about opportunity or the chance to move to an organisation where there is a chance to work on complex projects.
You need to know what your ideal candidate’s hot buttons are going to be. That way you can create an advert that is going to push your candidate to a point where they get in contact.
You know the role profile, you know the client well and the type of individual that will succeed. You also know what is important to your ideal candidate; particularly if they are to consider moving companies.
Armed with this detailed information you can start to craft your ad.
What do you need to communicate?
In truth enough to get your candidate to take the next step. Here are the basic must haves.
– Short section on what the company in question does and their value proposition
– What the role entails in detail. Here be specific about what this means for candidates and what the outputs are for the organisation
– What are the necessary prerequisites for the role e.g. what experience or capabilities are a given. If they do need to demonstrate capability to use the latest software in that market or to have led organisational change or managed a team of 8 people that needs to be made totally clear.
– Salary range and package…
The last part doesn’t always happen. Yet the evidence as we have experienced it over time does demonstrate that details on salary bands always provoke a better response.
Make it easy to read and act on
The content of your advert is important; that is a whole course on its own. The good news is in this blog post you have been pointed in the right direction. Use compelling headlines, questions and connect with your candidates true desires and you won’t go far wrong.
Here is the thing that some people forget and it’s about the practicalities of reading your ad. People need to be able to read it easily! Think smartphone and mobile use. Think distracted employee with a few minutes secret surfing. Here are some ideas we have found can work wonders.
– Use bullets and different formatting so your ads are easy to read
– Space information out so mobile users can read it
– Have a good bold headline
– …and how about sourcing a relevant image to use? Images attract by the way. Over 50% of people are attracted by visual images
– Make sure you have a specific call to action
– Add your name and multiple telephone numbers
– …if you can repeat them in the ad
Till next time,
Cheryl
P.S. Looking for part 1? Click here.