A job advert is designed to do one thing – sell your company. So why is it that so many fall short of this objective? For a process as important as talent acquisition, very little seems to be offered in terms of genuine advert quality. Often, job adverts are either under descriptive or so disconnected from the candidate that they appear as little more than a copy and paste job.
Adverts should get candidates excited about the opportunity to work for you. Instead, many of them become a vanity project, wasting too many words glorifying the company, rather than indicating what it can offer to the candidate. Jobseekers don’t want to hear that your company is an industry leader if this bears little relevance to the position itself. The focus should always be on what makes your company such a unique working experience. Candidates are mostly concerned with great workplace culture and your advert needs to sell yours as succinctly as possible.
Job Adverts Lack Personality And Candidate Connection
One of the main reasons companies lose candidate interest is because they come across as just another generic workhouse. Formulaic job descriptions are like cardboard cut-outs of your actual business, blatantly fake and void of any depth. What candidates really want to know is how you can add value to their working lives. If you pitch them a tedious outline of your company’s many accolades, you are only going to prove that you care more about your business’ growth than the growth of your employees.
More often than not, you’ll see adverts approach candidates in the third person. An extreme example of this would be ‘the selected candidate will have ten years experience in the medical industry, twenty years of good manners and a marketable cure to cancer’. Immediately, you have alienated a huge number of potential employees. If you read this sentence back with the subtext inferred, you end up with something more along the lines of ‘we’ve already decided you’re not good enough for this role, please don’t bother applying.’
Whilst this connotation might not be deliberate, it is very much implied. Of course, you want to ensure you are only receiving applications from qualified practitioners, but the impersonality of the third person makes it much harder to do this. Anyone with an ounce of self-worth will already be on the hunt elsewhere. Why? Because there is no attempt at candidate engagement. The advert simply states what the employer wants, without considering the aspirations of the jobseeker themselves. Remember, it’s you who needs to fill this vacancy and it’s you who should be making the effort to attract talented professionals.
Creating Adverts That Pique Interest And Promote Creativity
With any other advertisement, the seller focuses on the reasons why their product is so unique. Unfortunately, employers seem to forget this when they’re writing and placing their own ads. Instead of designing adverts that grab the reader’s attention, they go out of their way to shun those who fall below their exacting standards. Job adverts that over-focus on expectations and qualifications only draw candidates who will do anything to meet these demands. They don’t inspire creative thinkers or innovators to take note of your company.
To achieve this, you need more than just a solid template. You need to shake things up a little, appeal to your demographic in a way no other employer does. Place emphasis on the opportunities your company can create, rather than starting and ending your ad with a long list of requirements. If you’re looking for part-time nursing staff, then state the flexibility of the role. If it’s a more senior consultant you’re after, then express how your company can offer them better perks than their current employer. You don’t have to be a novelist to write attractive prose – just be honest, frank and authentic. By showing candidates that you genuinely have their interests at heart, you will do more in 300 words than in a lifetime of expressionless job specs.