Getting your recruitment advertising campaign right is essential. From the language you use in your job advert to the platforms you advertise your vacancies on, your campaign will help to shape a candidate’s first impression of your business.
But what makes a great job advert?
A great job advert isn’t necessarily one that will attract a high volume of applicants; it’s an advert that attracts the right applicants. By attracting suitable applicants, you will have a much greater chance of filling the vacancy within your company.
However, if you notice that the quantity and quality of your candidates is consistently poor (or has recently dipped), you may need to check that you’re not making any of these common recruitment advertising mistakes:
1. Not selling the opportunity enough
Like all other adverts, the purpose of your job advert is to sell. It’s your shop window and will likely be the first thing that will attract candidates to come and work for you.
Within your job advert, you’re selling an opportunity for someone to come and work with your business. Many adverts make the mistake of reading like a job description, simply listing the responsibilities and requirements of the role.
Additionally, selling the opportunity goes way past the point of offering a competitive salary (although that always helps!) It’s important to get into the head of your ideal candidate; what would appeal to them and make them want to apply for your role?
Consider other benefits that your company offers that aren’t necessarily financial – do you offer flexible working? Will the successful candidate get to use industry-leading software? Will they get the chance to develop and progress within the company? Make sure that these benefits are clearly shown in your advert.
2. Using unclear terminology
Adverts full of jargon can be confusing for candidates.
Try to avoid using confusing language or any terminology that is unique to your business. If you’re using acronyms, make sure to explain what they mean in the first instance.
Too much jargon in job adverts was found to be particularly confusing for younger jobseekers, according to Totaljobs, so be mindful of this in entry-level or graduate roles where applicants might not be familiar with terms such as KPIs or SLAs.
Your aim should be to engage candidates by making your advert as clear and easy-to-read as possible so everyone can understand it.
3. Using the wrong platforms for your recruitment advertising
If you have a limited recruitment advertising budget and can only advertise your job on a few platforms, make sure you select the most suitable ones.
For example, if you’re looking for candidates with a particularly niche set of skills for a job, you’re better off using specialist job boards. Alternatively, if you’re looking to hire multiple candidates across multiple locations, a national advertising campaign on generalist job boards might be more suitable.
(Tip: For guidance on the best job boards to use, request a quote for Webrecruit’s tailored recruitment advertising campaigns)
4. Leaving out key information in your advert (or making it difficult to find)
The candidate market is currently active and chances are, jobseekers have read through dozens (if not hundreds) of job adverts. Save their frustration by making it easy for them to locate the most important information in your advert.
This includes information such as where the job is based, if any travel will be involved, the salary and benefits the successful candidate will receive and the working hours (particularly important for part-time roles or jobs that include shift or weekend work).
Be mindful that if you choose not to advertise the salary of the job, you may receive applications from candidates with differing salary expectations or an influx of emails and calls requesting the salary details.
5. Asking for too much
When you have an idea of a ‘perfect’ candidate in your mind, it can be tempting to list all the qualities that you imagine they would have within your advert.
However, this can be off-putting for candidates; they might meet 75% of the criteria that the job actually requires but they may discount themselves from applying because they don’t have the ‘nice-to-have’ qualities.
Try to stick to three or four bullet points of essential requirements that are actually essential and can’t be taught on the job.
Need assistance with your recruitment advertising campaign? Request a quote from Webrecruit and learn how we can help you to hire the candidates you need.