Writing a job ad is an art that requires practice, and there are no shortcuts. However, help is at hand — and you’ll find it here.
Be specific and think from the outside in
The more specific you can be in the job description, the easier it is for candidates to assess whether the job is a fit for them. Avoid clichés, instead use words and phrases that truly describe the role. Put yourself in the candidates' shoes and think about what will make the ideal candidate want to apply. Your target candidate may already be in a similar role, so why should they leave their current job to join you?
5 Tips for Writing a Great Job Ad
1. Use a clear and straightforward job title in the headline
Your first task is to capture the candidates' attention with the headline, which should include the job title. Don’t get too creative or internal with it. Make sure to include subheadings throughout the ad to give candidates a bit of a breather.
2. Sell the job with a teaser right from the start
Use the first few lines or the subheading to highlight why the ideal candidate should apply for the role. Outline the best aspects of the job or your workplace.
3. Provide an in-depth job description
Focus on giving a comprehensive overview of the role so candidates get a clear sense of the position. Describe the day-to-day tasks and the prospects within the role. This section should take up at least 1/4, but ideally 1/3 of the job ad.
4. Create an engaging “What We Offer” section
Share details about your department, company culture, vision, and strategies — and don’t forget to touch on softer values. What attractive perks do you offer beyond just salary? Consider linking to your website if you’ve compiled more information there.
5. Include all the practical details regarding the application process
Who can candidates contact if they have questions? Specify the application deadline and where to send applications. Mention if candidates need to attach documents such as a CV or certificates.
What Do Managers and Career Professionals Focus On?
We know there’s a difference in how you should communicate with managers versus generalists. Our survey reveals that managers prioritize:
- The credibility of the job ad
- Comprehensive descriptions of job content and business areas
- A clear explanation of the company’s vision and strategies — especially crucial for smaller, lesser-known companies
- Information about leadership and direct supervisors
- Specific career opportunities and organizational structure
