Most adverts are carbon copies. Why? Because when we write an advert we stay within our lane and just follow what we were taught to do and what everyone else does. What’s the problem with that? They don’t stand out, they aren’t inspiring, and candidates simply apply because the job title, salary, and location meet their expectations.
If someone was to read your company’s vacancy adverts right now, the bets are that there are a couple of sentences of an introduction and then a list of bullet points explaining the responsibilities of that role. Right?
So why is it important to make an effort to write a job advert that stands out?
Firstly, because show me a business leader who doesn’t say they want the very best people they can get in their business. Secondly, when it’s a tight labour market and the competition is high between companies to attract any candidates, let along the best, you need to make your shop front as enticing as it can be.
Writing a great vacancy advert is a real craft and there’s an absolute skill to it. However, here are some tips that will help give you some inspiration of what to include and explanation why it should be there:
- People are interested in stories. It’s an ancestral thing that is simply intrinsic to us as humans. So, start telling some stories in your advert. For example, give a concise history of the business with maybe some achieved accolades or milestones along the way. Talk about growth plans or strategic goals. Let the reader understand the journey and where the business is going.
- What is your company like to work for, what’s the culture and values. Ask some current employees what they’d say about working there and use these statements. Is it a formal or relaxed environment? Do employees socialise together? Is it a loud or quiet office? Any of these can be used to describe it so the reader can start to imagine it and assess if it’s right for them.
- Most applicants will want to hear about development opportunities so if your organisation has great training in place, shout about it. What % of employees have had promotions, and could this be a great selling point? Could this person/position transition to a management or leadership in the future? Tell them what their future could look like so they can appreciate the opportunity you are offering.
- What is the hiring manager or leadership team like? Do you have a coaching or mentoring culture in place? Will they be working for an absolutely amazing manager who gives autonomy and allows their team to flourish? If so, then tell the reader because that is exactly the sort of thing most jobseekers would love to hear.
- Absolutely ALWAYS include the salary and, ideally, any other elements of the remuneration package and benefits. According to research 78% of jobseekers are put off if the salary isn’t advertised.