Writing an Awesome Job Ad

From the perspective of an employer, a candidate-driven market is something that isn't always recognised until the prospect of having to hire becomes a necessity. Too frequently, employers hear the phrase "it's a candidate market" without fully comprehending its implications. It's something that affects all employers who hire, with candidates frequently in control and able to command more than just the highest possible salary.

Not only are you on the offense, competing against other hiring employers, but you're also going to face a defence. Candidates frequently receive multiple job offers, while their current employers try to defend their talent and entice them to stay with their business. It is not just about the salary, but about the entire package. Candidates have so many options that they can command higher salaries, more flexible work schedules, better study support, and a comprehensive career development plan. If a client cannot provide what a candidate seeks, they will ultimately lose the candidate to a competitor who can.

Based on an informal survey with our members, the following are a few tips on how you can write an awesome job ad in order of priority;

The search results
Normally the search results are the first thing candidates see when they find your job ad. However, in a candidate-led market, employers need to take a pro-active role in building their ads engagement and inviting candidates to apply for their position. Because of market saturation, candidates aren't actively looking for your ad right now, so utilise your networks and social media and channel them towards your ad. Don't simply post and ad and wait for candidates to bite.

Job title
The most important part of your job ad.
Avoid using jargon or internal titles. Candidates are reviewing multiple ads and while it might be tempting to use creative titles to attract attention, job ads that use industry standard titles are statistically more likely to be shortlisted by candidates during their decision making process.

Key selling points
The best things about the job
Standout job ads usually include three bullet points to showcase the best things about the role.
- What will the candidate do?
- What’s a company highlight?
- What’s a benefit that your target candidate would care about?
Avoid using the first 4-5 lines of your ad copy to describe your practice. Candidates are searching for key information that relates to their career first and then they evaluate whether the practice aligns with their values.

Job summary
The essential information. Further describe the role and key relationships.
The job summary should make your perfect candidate think "yes, this sounds like me!"
- Be specific
- Use short sentences
- Use ‘action words’ like manage, own, create, build

Salary information
Candidates prefer to know the salary! In a candidate-led market, employers need to walk the talk, if you advertise a competitive salary, then demonstrate it. You must include salary information for your role, but you can choose not to display it to candidates.

Job ads that display salary information typically receive more applications than ones that don’t.

Basic Job details summary.

About the role
Candidates want to know what makes the role special
Provide a high-level summary of the company’s goals, and explain how the role supports them:
- What are the reporting lines?
- Who are the stakeholders?
- How will this role contribute to the success of the company?

About the company
Candidates want to know who you are
This is your chance to ‘sell’ your company to candidates as a great place to work. Highlight the achievements and reputation of your company:
- Is your company local, national, or international?
- How many people work for your company?
- What is your company known for?

Duties
Candidates want to know what they’ll do day-to-day
Make a list of the duties the candidate would be required to perform. Being specific about tasks helps candidates to work out whether or not they should apply for the role.
You should only list core duties - four or five are usually enough. Bullet points are an effective way of listing duties.

Skills and experience
Candidates want to know what will get them the job
List the skills and experience a candidates would need to succeed in the role:
- Are there any qualifications that applicants must have?
- How much experience (if any) do applicants need?

Culture
Candidates want to know if you share their values
Company culture is increasingly important for candidates when assessing whether they are a good fit for a company.
A video is a great way to introduce candidates to your company’s culture:
- Why do people enjoy working at your company?
- What kind of people thrive at your company?
- What is the work/life balance like at your company?

Benefits
Candidates want to know what’s in it for them
There’s more to remuneration than just salary.
List the key benefits your ideal candidates would value most:
- Learning and development programs
- Flexible work policies
- Share options
- Mentoring.