Writing the perfect job advert
- Keith O'Loughlin
- Dec 3, 2024
- 3 min read
As a recruiter, some of the sweetest placements came from adverts. A well crafted advert on the right job boards can result in a high calibre of candidates.
To do so, an advert has to be written well and cannot be sloppy. Over the past 10 years, I have written over 1000 adverts. Some really bad ones at the start, but as time went on I understood what worked and did not work.
Here’s the formula I used and it generally had a good return:
Hook Them With an Engaging Title
Your job title is the first thing candidates will see—make it clear, accurate, specific and attractive.
Avoid generic titles like sales rep or software engineer.
Example: Instead of "Sales Rep," try "Business Development Specialist | Hybrid Role | Uncapped Commission."
Avoid: Software Engineer - Developers will be searching for jobs based on their Language: so Java Developer, .Net Developer
Try: Senior Java Developer | Dublin | Big Data
No Java Developer is searching - ‘Software developer roles’ or if they see a ‘software developer’ advert there is less chance of them clicking in vs a ‘Java Developer with XYZ’ advert.
Likewise if you are recruiting a tech recruiter, use 'Tech Recruitment Consultant' vs 'Recruitment Consultant'
Start With a Compelling Introduction
The opening should excite candidates about the opportunity and your company.
💡 Example: "Are you passionate about helping clients succeed? Join our dynamic sales team at XYZ where your career can thrive, and your impact is valued!"
Be Specific About Responsibilities and Skills
List the key responsibilities, but keep it concise. Focus on outcomes rather than tasks.
💡 Example: Instead of "Manage client accounts," try "Build and maintain long-term client relationships, driving a 20% increase in renewals annually."
For tech roles, you want to be specific around key technologies that are required and level of experience.
Highlight What’s In It for Them
Candidates care about benefits, growth opportunities, and company culture.
Make these clear.
💡 Example: "We offer a competitive salary of €55,000 - 60,000, hybrid work options, and a clear pathway for promotion within 12 months."
Mentioning the salary will massively improve the quality of your applications, by doing so you are not wasting the time of 120k candidates on your 55k role
Give a range on the salary, but please note the candidate will only see the highest number.
If there are key or unique benefits, list them here; Childcare, Stock options, pension. These are proving more and more important to candidates
If the role is hybrid or flex, give detail here.
Use Inclusive Language
Ensure your advert appeals to a broad range of candidates by avoiding jargon and biased language. Tools like Gender Decoder can help.
Include a Clear Call to Action (CTA)
End your job advert with a clear next step.💡 Example: "Ready to join our team? Apply now with your CV and cover letter by DD/MM!"
The key I found is be specific, you only want the right candidates clicking into your advert and not applying. Your application number might be lower, but it will be more accurate and of a higher caliber.
Perfecting job adverts is one of the many ways we help businesses through Recruitment as a Service (RaaS).With RaaS, we write compelling job ads, source talent, and deliver pre-screened candidates—all for a flat fee of €3,500.
Learn more about Recruitment as a Service - https://www.landyourjob.io/recruitment-as-a-service
Struggling to attract top talent? Let us handle it for you. Contact us today at keith@landyourjob.io to learn more!
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