When it comes to creating a successful recruitment advertising campaign, there are key aspects that must be considered. So, Webrecruit Ireland looks at what your job advert needs to avoid deterring potential applicants.
1. Job Introduction
Begin the advert with a paragraph introducing the role. Try not to talk about the company too much at this point, as the individual viewing the ad will want to know from the beginning if this is a job for them.
Keep the job introduction short, and remember that it helps the potential candidate to assess as to whether they should keep on reading.
2. Company Information
A simple, straight forward introduction to your company should also be near the start of your advert. Ensure that this information is a clear indication of what your business does.
Too many clichés aren’t always the best idea, with 100s of companies labelling themselves as ‘dynamic’ or ‘fast growing’. You want to attract individuals, but try not to imitate what many are already doing so stay factual and to the point.
You may not want to give away the salary; however keeping it vague may mean an influx of candidates who aren’t at the right level.
You can minimise the amount of irrelevant applications if the salary or salary banding is mentioned, adverts without a salary typically get around 70% less applicants. Look to include any rewards or benefits near the salary information, to show exactly what’s on offer.
4. Skills & Experience
List only the essential skills that are required, and a few desirables if needs be. The longer the list of skills you place on the advert, the more candidates that will be put off.
Focusing on the must-have experience and skills allows a greater focus on exactly what is needed, whereas a long list of desirables can detract from what is important. You want the right candidates, so be clear on precisely what it is that is needed for the position.
List the job responsibilities, and keep these to a minimum. Any further details should be included in the job description which is a secondary document. It helps to link these to business objectives, for applicants to understand their role in the company.
Responsibilities, along with skills and experience, should be under clear sections, providing an easy-to-read job advert. This allows candidates to easily skip to different parts of the ad.
6. How to Apply
State clearly what candidates should do to apply: this can be placed at both the top and bottom of the advert. Whether it’s an apply button or an email address to send their CV to, make sure this is on the advert in a position that can be seen.
Job adverts are a two-way street. Candidates are searching for vacancies, yet employers should seek to appeal to their audience. Look at it from the other side, why should they work for you?
Consider the length of the advert. It should summarise the information for applicants, and shouldn’t be as long as the job description, which should list the full details of the role.
You can always show the advert to your colleagues, to get a wider perspective on how punchy it should be. Remember, applicants need to know the necessary information, but the more succinct, the better.
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