The best staff aren’t the people who are great at the job. The best staff are the people who use all their skills and personality to take your business further. And the first step to finding these people is through an awesome job advertisement.
The purpose of a job ad is to attract the jobseekers that are right for your business, so that you’ll have a choice of quality applicants from which you can select the best recruit from a pool of great candidates. And it’s a two-way process – make sure that you’re a great employer! Quality applicants have more choice in the job market than you’d think – and if you’re not prepared to be a great employer, your applicant can toddle off down the road to find an employer that is.
Your ad needs to cover three areas:
And before you even make the job advertisement public, you’ve thought of these things, right?:
In a noisy world, attention is a commodity that you must earn. Make sure that your job ad headline catches the eye of your target jobseeker. The headline is the hook that draws them in. No-nonsense job titles can work, but you could add eyeball-grabbing elements.
For instance, head a commis chef job ad with:
– Kitchen Ninja – a fun title that will pique the interest of any kitchen-related jobseeker as well as express a relaxed, informal culture that will attract people who relate to that.
– Ambitious Commis Chef – a no-nonsense title that indicates the jobholder could expect responsibility and promotion.
– Commis Chef – another no-nonsense title that will attract no-nonsense commis chefs. Yes, it does what is says on the tin and if you’re looking for no-nonsense staff, it’s perfect.
Follow with up to three reasons why people should apply. These could relate to the job, e.g., “You’ll make a difference to the community every single day,” or the company ethos e.g. “Join a friendly, fun team who work hard and play even harder.”
Job advertisement structures differ, but they all must contain the details that will help potential applicants fully understand the role. They need the basic details to help them decide to apply (or not). If you don’t include the basic details, you spend valuable time dealing with applicants that aren’t right for the job, or hours on the phone responding to questions. Think what, when, where, who, how much and why. Your job ad should include the:
You may have the most fantastic job for a brilliant applicant but if your job ad is snore-inducing, long-winded or just too difficult to read, there’ll be no takers. This doesn’t mean you should over-emote with a ton of exclamation marks and emojis!!!!! (looks bad, doesn’t it?). Instead, use all the tools of engaging language. Try:
You only get one chance to make a first impression, and your job advertisement has to work hard to make a good one. Your ad acts as your company’s CV and it’s your first opportunity to sell yourself to people who could help your businesses go places. You need to stand out in all the right ways so that the right jobseekers are attracted to you and are excited and motivated enough to apply.
So how do you do this?
– Be welcoming
Whatever kind of person you want for the job, it’s important to be welcoming and encouraging. If your job ad gives the impression that you’re doing the job seeker a massive favour by inviting them to apply, or being rudely dismissive of people you don’t want, you’re likely to turn off good potential employees.
– Show your values
Your job ad is an opportunity to attract people who share your company values. Make sure that you’re clear about them. You’ll know what your tribe responds to, so be open about what’s important to you. Got awards or badges? Are you big on diversity? Are you a corporate global citizen? Tell the world and your tribe will find you.
– Show why you’re a great place to work
What makes you most proud about your business? Why do people like working for you? If you don’t know, maybe it’s time to find out. Perhaps there’s a great team spirit; perhaps there’s opportunity to develop; or perhaps you can show you’re making a real difference.
In your enthusiasm to attract the right applicants, you should never play with the truth. Your job ad must avoid hype and overstating the good stuff. The job title must be accurate – a call centre operative is not a marketer. By managing the expectations of applicants, you’ll avoid the “revolving door” effect – losing new recruits within weeks, months, or sometimes, within hours. And that’s expensive.