how to write a job advert

How to Write Job Ads That Convert

In today’s labour market, it’s tougher than ever to reach and engage top talent — but what if we told you there was an easy way to write a job advert that attracts the very best of the best job candidates?

Good news — there is. In our latest resource, 9 Things Every Job Ad Should Have, we explain how to write an engaging, effective job advert that will snag the attention of top applicants in no time flat as well as what to include in the job advert.  As a quick preview, here are eight quick tips to help you write a job vacancy ad that will convert and attract the best candidates.

How to Write a Job Advert

1. Have a Plan for Measuring Success in a Job Candidate

Before a company can even start to craft a good job posting, it has to first figure out what goal it is trying to achieve by filling the position. According to Mark Jaffe, president of an executive search firm, the company has to ask itself what it wants the new hire to accomplish and how success will be measured. Instead of worrying if the candidate needs to have a VP title or ten years of experience, it has to focus on how the objectives will be met. He says the job posting should be like something the job seeker tries on. “‘I like the way I look,’ is what the qualified candidate should be saying,” after reading the spec, he says.

2. Make Your Job Description Specific

You want the best candidates, not every candidate. But if you keep your job description too general, you’ll get every kind of candidate, qualified or not. So make sure to highlight the qualifications an ideal candidate would have, beyond generic descriptors like “motivated.”

3. Write a Straightforward Job Title

Descriptions such as ‘hero’  or ‘ninja’ tend to get passed over by job candidates, while straightforward job titles work best to match candidates to the most relevant opening. When writing your job advert, keep in mind that search tools also work better with job titles that are written out, rather than abbreviated job titles.

4. Sell the Job

You are searching for the perfect candidate — but potential applicants are searching for the perfect job. And if you don’t tell them why your opening is the right one for them, they may pass it over for another opportunity. So be sure to include three to five reasons a candidate would love this job, and put them at the top of the posting. Things that you might consider adding are: your incredible team, a cool company culture or goals you’ve set for the future.

5. Make Your Job Advert Easy to Read

Going on and on and on is a sure way to turn off an ideal job candidate. Plus, search engines don’t love dense and lengthy paragraphs. When it comes to job ads, less really is more. Write your job advert using shorter paragraphs, simple language and avoiding internal jargon and acronyms.

[RELATED: 3 Top Tips for Hiring Highly-Skilled Workers]

6. Talk Up Your Organisation’s Benefits

Did you know that more than 40 percent of Millennials say they select an employer based on their health and wellness benefits? They do! So be sure to list them — as well as other perks, such as holiday time, training opportunities or a flexible work schedule — in the ad.

7. Use Glassdoor for Employers!

After you write a good job advert, it’s important to distribute it in the right places, as that will help attract the best candidates. When you post your job ad on Glassdoor, you can feel confident top candidates will come to you. Glassdoor sees 62 million unique visitors each month, with 71 percent of UK users saying they come to Glassdoor for their job search. You’ll miss these users without a job posting! Plus, use your Glassdoor candidate demographics and analytics to understand what candidates search for.

[RELATED: 10 Reasons to Advertise Jobs on Glassdoor]

8. Find Inspiration in Other Ads

Whether you’re writing a new job advert, or looking to improve your job advertisement, you’ll need to put yourself in a job applicant’s shoes, and search job sites for postings on the position you are offering. What is appealing about them? When you find things you like, try to emulate them in your ad (without copying, of course). And when you find things that aren’t great, ask yourself why — and try to avoid making these same mistakes in your own job advert.

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9 Things Every Job Ad Should Have