The Power of a Well-Crafted Job Ad
Every successful hiring process needs a compelling job advertisement. This is often the first formal point of contact between a candidate and your company, making it a crucial opportunity to create a positive impression and motivate candidates to click apply.
With more professionals than ever searching for roles on platforms like LinkedIn, Indeed and Totaljobs, the competition to attract top-tier talent is intense. To help make sure your job ad stands out, we've populated some tried and tested tips that have been validated by our own data and that of 3rd party platforms.
Understanding the Job Seeker's Mindset
Capture and Retain Attention
The first step in creating a standout job ad is to understand the job seeker's perspective. Your ad needs to capture their attention quickly and hold it long enough to encourage them to apply. To do this effectively, you must include key information that job seekers are actively looking for.
- Critical Information Job Seekers Look For:
- Location: Specify the exact location, including city and region.
- Job Title: Use clear, conventional titles that match industry standards.
- Salary: Transparency here can increase applications by up to 20% - check out our salary guide here.
- Working Hours: Be clear about expectations, whether full-time, part-time, or flexible.
Data shows that failure to include the above, can result in a 75% drop in applications.
- Important Details to Consider:
- Holiday Allowance: A significant factor for many candidates.
- Training and Development: Opportunities for growth are highly valued.
- Company Culture: A strong culture can be a major selling point.
- Career Path: Outline potential for advancement.
- Company Brand: A respected brand can be a major draw.
- Perks: While less prioritised, perks still matter to a quarter of all applicants.
Data shows that failure to include the above, can result in a 50% drop in applications
Prioritising Content
More often than not, you'll only have 20 seconds to capture your readers attention (69% of applicants spend up to 20 seconds reading an ad)! Therefore, it's crucial to prioritise content based on what matters most to them. The key factors, in order of importance, include:
- Salary (66% prioritise this)
- Location
- Working Hours
- Job Title
- Benefits
- Career Path
- Holiday Allowance
- Training and Development
- Company Culture
- Company Brand
- Workplace Perks (only 2% prioritise these)
Crafting the Perfect Job Ad
Key Elements to Include:
Location: Even in the age of remote work, location remains critical. Job ads that include detailed location information (postcode, town, and county) can receive up to 30% more applications.
Salary: Including a salary range is a strategic move to attract more candidates. Job ads with salary details receive significantly more applications than those without (20% more on average).
Job Title: Stick to industry-standard titles. Creative titles like "Marketing Guru" or "Sales Ninja" might sound fun, but they don’t attract the right candidates. Short, clear titles of 20 characters or less are ideal.
Top tip - if you're organisation uses job titles that are slightly different from industry standard, you could consider adding a sentence within the ad, highlighting other titles that might be relevant for the role.
Job Description: Keep it concise - ads with descriptions under 800 words perform best. Use bullet points and subheadings to make the content easy to scan. Focus on:
- Critical role information
- A brief company introduction
- An overview of the role and key responsibilities
- Essential qualifications and skills
- Perks and benefits
Timing Your Job Post: Timing can significantly impact the visibility of your job ad. Most job seekers are active early in the week, with applications peaking on Tuesdays and Wednesdays, particularly around midday. Fewer candidates search over the weekend, so aim to post your ads early in the week for maximum exposure.
Optimising Your Job Ad
- Simplify the Application Process: A lengthy or complex application form can deter potential candidates. Keep it short—no longer than 15 minutes to complete—and ensure the process is seamless, preferably without requiring candidates to switch platforms.
- Make It Mobile-Friendly: With 62% of applications completed on mobile devices, your job ad must be optimized for mobile viewing.
- Review and Refresh Regularly: Periodically review your job ads to ensure they are performing well. If your ad isn’t attracting the right candidates, consider tweaking the content, increasing promotion or trying alternative platforms.
- Quick Apply: Enabling this feature allows candidates to apply without a CV, increasing applications by 31%.
- Custom Screening Questions: Tailor questions to filter out the best candidates.
- Premium Featured Jobs: These receive significantly more applications by appearing at the top of search results.
Conclusion
By following this guide, you’ll enhance your chances of attracting and engaging the right candidates, ensuring a smoother and more successful hiring process. Tailoring your job ads with these insights will not only improve their effectiveness but also reflect your commitment to finding the best talent in the space.
