You want to write a job ad that will attract the best possible candidates – but how??

Your job ad is often the first opportunity you have to connect with prospective employees so it’s crucial to get it right. If you don’t, you risk missing out on potentially dozens of high quality candidates.

There’s no doubt there’s a real art to crafting an engaging job ad. If you have a look on Seek you’ll notice that ad styles vary greatly, and will achieve varying results.

While there’s no 100% foolproof formula to writing a great job ad, there is a process to follow, key details to include as well as techniques to writing your ad that will ensure it appeals to your target audience. They are:

1. Get clear about what the job is and what it isn’t.

It sounds obvious but it’s not uncommon for an employer to advertise a position before they have the finer details clarified. With the position evolving throughout the process, this can result in a complete change of direction and potentially an ad that’s obsolete.

Much better to be really clear about what it is you’re looking for so you know when you’ve found it!

2. Remember, your job ad is your opportunity to promote your business and tell people why they should want to work for you

Job ads in 2022 must be focused on what you can offer to a potential employee, not what you expect from them. Sure, applicants still need to meet certain criteria, but think about the language your using in your ad. If the bulk of your ad reads “You must have…” “You will possess.. “You will bring …” you might not be connecting with your audience.

Put yourself in an applicants shoes, they have multiple opportunities to apply to, so why would they apply to yours?

Applicants want to get a feel for the company culture, the long term prospects, the company vision, learning and development opportunities, and of course, all the other benefits (work from home options, commissions, carparking, RDOs, flexible work hours etc)

3. Make sure you tell applicants exactly what it is they’ll be doing!

One of the biggest mistakes we see in job ads is that it don’t clearly detail what the job is. There’s an assumption that people will know that because it’s an Executive Assistant position, an experienced EA will know what that job entails. While this is true for the most part, every job is different and candidates want some certainty that they can fulfil the role requirements (particularly women).

This is also your opportunity to include any tasks that would be seen as a development opportunity or extra responsibility, or even just more interesting than the stock-standard duties.

4. Consider your target audience and the type of candidate you’re hoping to attract

The style of your ad will very much be determined by who it is you’re trying to appeal to. If your ideal candidate is a mature, highly experienced professional who is looking for stability, then an ad highlighting that your organisation is well-established and can offer long term prospects will appeal.

If your aim is to appeal to a younger, less experienced audience, the tone of your ad can make all the difference. An approachable, personable and slightly less corporate tone will be more attractive and easier to connect with.

5. Make yourself available for enquiries

When candidates can see they’re applying to a real person, not just a recruitment system, they’re more likely to connect with the ad. It also gives them an opportunity to do some background research on you, which again, allows them to form an idea as to whether it’s the right opportunity for them. And if you’re worried you’re going to be inundated with calls, this is rarely the case.

The reality is we’re in a highly competitive job market where there’s an abundance of jobs and candidates can afford to be picky, so nailing your job ad is more important than ever!

Want some inspiration for your next job ad? Check out some of our ads here:

The ultimate guide to crafting the perfect job ad

Mansfield & Co Recruitment