Job Adverts – What’s in it for the candidate?

5 years ago


A job advert is a shop window for your business – have you ever truly considered how your job adverts are perceived by your audience?

There are of course some pieces of essential information that need to be included in an advert but it’s important to remember that adverts are there to spark an individual’s interest in your business and to lure people in to your organisation.

In order to achieve this there are 5 key things to consider…


1. Who Are You?

Whilst candidates of course could Google your organisation to find out about your business, your job advert should include an outline of what your business does. Candidates are keen to align themselves with a company’s product or service so it’s important they have an idea what these are from your job advert. Adding in details of any awards or accolades at this point will also capture your reader’s attention – if you’re award winning – tell them! Candidates will want to be part of a winning team.


2. The Essentials

Job titles: Whilst internal job titles may be unique to your business and a key part of your organisational structure, for the purposes of a job advert – keep it clear. Consider the type of things that candidates search for. Clear, concise and descriptive job titles work best.

A staggering 64% of candidates say they would not apply for a job if they did not understand the job title.

Salary: State one! Whilst you may be flexible on your offering and may flex once considering a candidates skills and experiences, it’s important to set an expectation of your salary range. This should be clearly stated at the beginning of your advert. We are all in some way motivated by money and leaving a salary off an advert can dramatically decrease the number of views it receives. Whilst you may want to leave the salary broad and put a range in there – you can always put in your advert that the salary would be negotiable depending on experience so as not to be put people off.

Basic duties: Try and limit this to a maximum of 10 bullet points. All the candidate needs to ascertain is whether they are interested in the basic responsibilities of your job. Consider what an average day looks like in that role and ensure that information is included. A full job description can be made available to shortlisted candidates – an advert is there to entice them. Try also to avoid jargon, acronyms and company specific vocabulary. Confusing language is particularly off-putting to candidates.

Desired qualification: Be reasonable. Whilst it’d be great to have Mensa level candidates working in your business – don’t put people off by listing reams of qualifications. Really think about what is essential for completing this particular role – you don’t want to put highly skilled candidates off just because they’re lacking a qualification within their field. Use phrases like “a degree qualification in the area would be desirable it is by no means essential”.

Benefits: It’s time to sell the dream…


3. What’s in it for them?

Of course this should include, holiday entitlements, pension information, car allowances etc. It’s important also to consider other perks of the job.

Awards and Accolades: As I said before, people want to be on a winning team! Whether it be Investors in People, a local business award or national recognition within your sector – shout about it!

Training: 68% of workers say training and development is the most important workplace policy. Ensure that you state what training opportunities are open to employees – people want to feel like their personal development is a shared priority.

Culture & Values: Consider what it’s actually like to work in your environment. What do you stand for? What do you believe in? Sharing your values with employees can play a crucial part in attracting like-minded talent to your business.


4. Managing expectations

What happens next? Be sure to let them know how they go about applying for the job or gaining more information. Sign post them to your website and provide contact details for a well-informed person in the business, who’d be able to sell the opportunity to a prospective candidate. Unsurprisingly, if it’s not clear what the follow up steps are going to be then candidates will be perturbed about applying.

The follow up: Let them know what to expect. Include a closing date and details of how they’ll know if they will be successful or not.


5. Check it!

23% of candidates complain about spelling mistakes in job adverts – don’t put people off by making silly errors. Your safest bet is to run it by a colleague before it goes live – ask them, of course, to consider spelling and grammar but also whether or not it is engaging! An extra set of eyes can make a real difference.

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