How To Write A Job Advert
Writing a job ad is an essential task for employers and hiring managers. Get it wrong, and job seekers and passive candidates will pass you by and potentially start reading your competitor’s job adverts. However, if you write an effective job advert, potential candidates will be drawn to apply.
This article explores current job market trends that will affect what constitutes a compelling job advertisement. We then break down the structure of job ads before giving you tips on how to start writing a job advert for your job opening.
Quick Links:
- Current Trends That Affect How You Write A Job Advert UK
- The Structure Of Job Ads
- How To Start Writing Using A Job Advert Template
- Incorporating SEO In Job Adverts
- Analysing Job Ad Performance
- Job Advert Writing FAQs
Highlights And Key Takeaways:
- It is vital to review current trends when researching how to write a job advertisement.
- If you are seeking information on how to write a job ad, it can help to begin by using a job advert template to set our your job advert structure.
Current Trends That Affect How You Write A Job Advert UK
The job market never stands still, and if your hiring process and job ad are to attract candidates, you need to be aware of the current candidate’s mindset. To compel the best candidates to engage with your application process, you should be aware that:
- Top candidates are choosing employers who offer flexible working, hybrid working, or fully remote jobs
- Candidates are more likely to read job adverts and apply for an open position when the salary range is shared
- Potential applicants drop out of the recruitment process if the application process is too long
- Most candidates want to work for a company that has similar values
We highly recommend reading our latest recruitment news monthly update to keep abreast of current trends.
The Structure Of Job Ads
Structuring your job ad is crucial because it ensures you cover everything you need to communicate to candidates in a logical order.
A good job advert should include:
- Job Title
- Location
- Employment Type
- Company Overview
- Job Purpose
- Duties, Tasks, Skills, And Qualifications
- Salary Bracket And Benefits
- CTA
JOB TITLE
Choosing the right job title sounds straightforward enough. Yet, it is easy for even seasoned HR professionals to make a simple mistake that could significantly affect interest from the top talent. We have extensively researched job titles and candidate interactions. We can conclusively say that candidates are most likely to apply for jobs where the job title precisely matches their job search phrase.
So what does this mean?
- Choose a job title that concisely says what the job entails, is relevant to your industry, and accurately suggests the position’s seniority level (junior/assistant/senior)
- Do not use gendered language, internal jargon, informal words, and abbreviations unless they are widely recognised
LOCATION
To attract talented individuals, you need to provide more detail on the job’s location than you would have a few years ago. Your new hire might work in the company’s location or be fully remote, working from home. Hybrid working patterns (x number of days in the office/x number of days working from home) and flexible hours A short company overview typically precedes details of the role and is your first opportunity to create positive first impressions. It would be best to convey why your company is a great employer to attract the ideal candidate and the reader’s attention. Your company name and company culture are the basic information to add. Vision, values, and your team are three areas that a company overview could focus on to bring in applications from potential hires., contract, or freelance.
COMPANY OVERVIEW
A short company overview typically precedes details of the role and is your first opportunity to create positive first impressions. Your company name and company culture is the basic information to add. To attract the ideal candidate and the reader’s attention, you must convey why your company is a great employer. Vision, values, and your team are three areas that a company overview could include to bring in applications from potential hires.
JOB PURPOSE / JOB DESCRIPTION
The next section in your job adverts should be the job description. When used in a job advertisement, job descriptions should be considered a job summary that defines the job’s purpose. Writing an effective job description is a delicate balancing act of remaining concise so as not to bore candidates but to provide enough detail to describe job responsibilities and the key selling points of the role.
A great job advert writing approach is to focus on job responsibilities, key requirements, and what will constitute success for the successful candidate in their new job. Keep this section for role responsibilities and add day-to-day tasks in bullet points in the section we will discuss next.
DUTIES, TASKS, SKILLS, AND QUALIFICATIONS
Next is additional job scope information, covering duties, desirable or must-have soft skills, personality traits, and education. It is crucial to define relevant skills and qualifications as nice-to-have (preferred) or must-have.
If the right candidate for the job title must have a specific degree that proves the required skills, then the requirement should be stated, or else you will get applications from job seekers far from your dream candidate. However, if a degree, certification, or accreditation isn’t needed or on-the-job training could be offered to great candidates with transferable skills, it would be counterproductive to disqualify a large section of your target audience.
SALARY BRACKET AND BENEFITS
Indicating the salary in your job listing is crucial to attaining interest from the right candidates. The wages of jobs give candidates a better understanding of the role’s seniority and whether the pay will meet their financial commitments, both important factors when candidates view their search results. You are essentially helping a candidate self-qualify or self-disqualify themselves, ensuring your applicants have the right level of experience to complete the main responsibilities of the job, which will also cut down on the amount of phone screening and interviews you will need to handle.
Are you an employer preparing to interview a candidate? Visit our hub of interview articles and resources for employers.
Your job advert can also attract prospects to the business role by highlighting benefits and perks. Benefits are anything outside the salary, such as holiday entitlement, training opportunities, health insurance, and flexible working options.
CALL TO ACTION (CTA)
Once you have your ideal person interested in your job vacancy, you need to include a call to action. A CTA can be a (company) email address, a link to your careers page, or a link to an online application form. If you are requesting contact via email, state what you expect to receive from a candidate, such as a cover letter or CV.
Read What Should Be On A Company Careers Page.
How To Start Writing Using A Job Advert Template
Our top tip for how to write a job advert is to leverage our free resources. Our template for job description creation and job advert templates are the two core resources you or your hiring manager need to create a great job ad. The next step is to choose the job board services you need to get your job advert online and attract applications from your target audience.
Incorporating SEO In Job Adverts
Incorporating SEO in job adverts is essential for ensuring your job postings are discovered by relevant candidates. By focusing on job advert writing with SEO in mind, you increase the visibility of your listings to prospective candidates. Use keywords that accurately describe the position, person specification, and what the company offers. This strategic approach helps your advert appear in search results when job seekers look for specific roles, such as an entry-level role.
Understanding your target candidate is crucial when writing an effective job ad. Tailor your language and keywords to match the search behaviour of your ideal applicant. For instance, if you’re advertising an entry-level position, include terms that such candidates are likely to use when searching for opportunities. This targeted strategy ensures your job advert connects with the right audience.
Additionally, it’s important to provide a clear and comprehensive person specification within the job advert. This not only aids in SEO by incorporating relevant keywords naturally but also helps prospective candidates understand if they meet the criteria. Describing the skills, qualifications, and attributes you’re seeking in a candidate can attract a more qualified pool of applicants.
Finally, highlighting what the company offers is also a key element in attracting top talent. Including information about company culture, benefits, and growth opportunities can make your job advert more appealing. This information, coupled with effective SEO practices, can significantly enhance the reach and effectiveness of your job postings, drawing in a higher calibre of applicants who are a perfect fit for the role.
Analysing Job Ad Performance
Analysing job ad performance on online job boards is crucial for understanding how your postings are resonating with job seekers. By monitoring metrics such as views and applications, employers can gauge the effectiveness of their job posts. This analysis helps identify whether the job advertisement is reaching and appealing to the prospective candidates.
Effective job ads are crafted to not only attract job hunters but also to encourage them to apply, possibly including a cover letter. If a job board shows that an ad receives many views but few applications, it might indicate that the ad is not compelling enough or lacks clear instructions for applicants. It’s a signal to revisit the job post to ensure it clearly outlines the unique benefits of the position and makes a strong first impression.
Understanding the demographics and behaviours of job seekers interacting with your advertisements can also provide insights into whether you’re reaching your ideal candidates. Tools provided by job boards can help track the performance of job advertisements, revealing valuable data about the job hunters who show interest. This information can be used to refine future job posts, making them more aligned with the expectations and interests of the ideal applicant.
Lastly, engagement metrics can offer insights into how well the job advertisement communicates the role and the company. A high drop-off rate might suggest that prospective candidates do not find the job or the company attractive enough. Enhancing the job description to better highlight the position’s responsibilities, the company culture, and the unique benefits can make the role more appealing to those ideal candidates searching for their next opportunity.
Job Advert Writing FAQs
Here we answer your questions on preparing a job advert.
HOW DO I STRUCTURE A JOB ADVERT?
To structure a job advert, you should use one of our job advert templates, which are formatted for job posting on job boards and other job sites.
WHAT SHOULD YOU INCLUDE WHEN WRITING YOUR JOB ADVERT?
Your job advert should include the job title, location, employment type, company overview, job purpose/job description, duties, tasks, skills, qualifications, salary & benefits, and a CTA.
HOW CAN I MAKE MY JOB STAND OUT?
Follow the guidance in this article and explore our other articles, such as Catchy Job Adverts That Stand Out.
WHAT IS A JOB ADVERT?
A job advert is a tool used by employers to announce a job opening, aiming to attract suitable candidates. It typically includes key information such as the job title, key responsibilities, company description, and key benefits. Good communication skills, analytical skills, and problem-solving abilities are often highlighted as desirable attributes. The advert structure might feature a short introduction to grab attention, followed by a more comprehensive list of details about the role and the company.
WHAT WOULD A SOCIAL MEDIA MANAGER JOB POST LOOK LIKE UK?
A social media manager job post in the UK would likely emphasise the need to work closely with marketing teams, showcasing good communication skills and analytical skills. The advert would detail key responsibilities like managing social media platforms, creating content, and analysing performance metrics. The company description might highlight its values and culture, while key benefits could include professional development opportunities. An effective advert structure would ensure all this information is presented clearly, avoiding a big chunk of text, to attract the ideal candidates.
