See What Happens When Job Descriptions Become Excellent Adverts

There’s often a blurring of the terms ‘job description’ and ‘job advertisement’, yet each has a distinct role in the recruitment process. A robust job description outlines the daily responsibilities and how success is gauged. Conversely, a compelling job advertisement highlights why a suitable candidate should apply. Think of it akin to marketing a product. Just as you wouldn’t craft a magazine advert solely listing technical specifications, you should focus on key features and benefits that entice potential buyers.

What should your advert do?

The primary aim of a job advert isn’t to make someone purchase but rather to encourage them to apply. This could involve seeking more information, completing an online application, submitting a CV, or initiating contact. The pivotal point is to prompt action from the candidate.

While most job adverts include a laundry list of requirements, tasks, and skills from the job description, effective adverts distil this information to inspire suitable candidates, intertwining the employer brand message throughout the essential details.Identifying essential information is crucial. Look at your job description and pare down the extensive list of duties and attributes. Focus only on the three or four primary responsibilities and a couple of essential skills you seek in a candidate. This creates a more manageable framework to work from and allows for injecting enthusiasm.

Avoid the Mundane

Candidates prefer to avoid mundane descriptions such as ‘evaluating skill sets and current sales procedures’, ‘writing innovative training programmes’, or ‘providing classroom-based training’. Instead, elaborate on how they’ll ‘enhance the efficiency of our sales teams’, ‘infuse innovation into training procedures’, and ‘contribute to our ambitious growth plans’. Highlighting outcomes rather than activities makes the advert more appealing.

Emphasising why your job is desirable is crucial. Reflect on your employer brand’s essence, goals, and mission statement. Make it easy for candidates to answer the question, ‘Why do you want to work for us?’ during the interview stage. For instance, if ‘pride’ is a central message, explain why the job instils pride, such as “Our technicians represent our business, and their pride in delivering exceptional work is fundamental to our success.”

Additionally, incorporating genuine testimonials from current employees about why your company is an excellent workplace can capture the reader’s attention. These testimonials must be authentic and not fabricated by the marketing department.

Furthermore, highlight aspects such as job security, employee benefits, and social activities that differentiate your company from competitors. While the job description outlines what you expect from the employee, the job advert should outline what you can offer them.

Call to Action

Including a clear call to action is essential. If you’re seeking CVs, ‘Apply Now’ suffices. However, consider what sets you apart from competitors for a more customer-centric approach. For instance, assure applicants of a five-day response time to their application, demonstrating your commitment to prompt communication.

Additionally, direct applicants to your company website for further information. Ensure your website features a dedicated hiring portal that reinforces the benefits mentioned in the advert. Redirecting them to the corporate homepage risks diluting the employment branding message. You want to capture their interest in working for your company before exposing them to the broader website content.

Review your current recruitment processes and utilise your job adverts to attract candidates as you would customers. By implementing these strategies, you’ll attract candidates who can fulfil the tasks outlined in your job description.

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