Writing an Effective Advertisement for a Job

Crafting an effective advertisement for a job is crucial for attracting qualified candidates and your recruitment process. With unemployment low in Australia, competition for talent is fierce. Companies must optimise postings to appeal to top applicants.

Craft an appealing job advertisement title

The job title is often the first thing seen by applicants, so it must grab their attention. Avoid using generic titles and use creative, descriptive ones.

Tips for creating appealing job titles in job advertisements:

• Keep concise – 2 to 6 words
• Use power words – Rockstar, Ninja, Guru
• Highlight role impact – Customer Champion, Innovation Leader

Write a compelling job description

The job description is where you sell the role and company culture. Be sure to cover:

Key responsibilities

• Use bullet points to break down job requirements
• Avoid jargon, use clear language
• Focus on impact the role has

Must-have skills/experience

• List both hard and soft skills needed to excel
• Focus on transferable skills over specific tools
• Set realistic expectations for required work experience

Benefits and perks

• Highlight unique perks – vacation, remote work options, etc.
• Emphasise growth opportunities – training, mentorship programs
• Include compensation details if able

Read: How to Write Detailed Job Descriptions To Attract Top Talent

Promote job openings on diverse job ads platforms

Don’t just post on your careers page. Use various platforms to reach great candidates looking to find jobs:

• Job boards – Seek industry-specific boards targeting ideal applicants
• Social media – Post on LinkedIn, Facebook, Instagram with relevant hashtags
• Employee referrals program – Encourage staff to share job opportunities in their networks
• Paid job advertising – Invest in sponsored job listings, social media ads, Google Ads

Promoting across channels allows you to reach both passive and active job seekers.

Optimise for applicant tracking software

Large companies use applicant tracking systems to screen prospective employee and resumes.

• Include key skills from the job description in actual posting copy
• Avoid overusing abbreviations that may confuse the system
• Use industry-specific terms and keywords commonly used in similar roles

Optimising for these systems helps surface your job to the most good fit candidates.

 Survey candidates for feedback

The HR Team should check in with applicants who did not pass the hiring process. This provides insights into improving future job ads and recruitment:

• Send follow-up surveys to understand their experience
• Ask targeted questions to identify issues that may have deterred completion
• Be open to criticism and use feedback to enhance job descriptions, interview process, etc.

Even if not the right fit, soliciting candidate input shows you value their time and can help refine the process.

Test and optimise elements of the job ads

The recruiting and hiring doesn’t end after posting the job vacancy. Regularly test and optimise various aspects to achieve optimal results.

Recent data shows Australia’s unemployment remains around 3.7%. However, some weakness is emerging as economic conditions become more challenging.

The outlook for blue collar workers is concerning, with projected declines in employment in 2023-2024.

With competition for talent high, companies must optimise job advertisement strategies.

Track and measure job advertisement results

It’s crucial to track metrics and measure the success of your job postings. Key data to analyse:

• Number of applicants per job ad
• Quality of job applicants – years of experience, skills match
• Time to fill open positions
• Source of applicants – job boards, social media, etc.
• Cost per applicant

Monitoring this data helps identify the most effective platforms and job ad elements. You can then optimise to improve results over time.

The importance of your employer brand

A strong employer brand is vital for attracting top talent in a competitive market. This goes beyond the job advertisement itself. Your employer brand encompasses your company’s reputation, values, and employee experience.

To build a compelling brand, focus on:

• Company Culture. Demonstrate your company culture through images, videos, employee feedback. Emphasise values like diversity, inclusion, resilience.
• Professional Development. Showcase development programs, training, and promotion paths. Highlight employee career trajectories.
• Employee rewards and recognition. Promote unique offerings that improve work/life balance and wellbeing – remote work, unlimited time off, etc.
• Mission and values Communicate your company’s purpose and positive contributions to society.
• Leadership. Feature executives who model your values. Let their vision for the company shine through.
• Employee engagement. Share genuine stories from staff on what it’s like to work there.

A strong employer brand boosts recruitment marketing and job advertising. It establishes your company as a workplace of choice. This allows you to compete for and retain top talent to drive innovation and growth.

Regularly evaluate your employer brand and measure its impact on hiring top candidates. Adjust hiring strategies based on data and employee feedback. Consistency is critical in maintaining a compelling brand that attracts talent.

The importance of revisiting the job advertisement process

Creating successful job adverts may seem daunting initially, but with attention to detail and a focused approach, it becomes easier. Regularly revisit the job advert process, update ads with current job roles, and tweak processes based on candidate feedback. Using these insights will make your job ads more attractive, attracting the best candidates who will help your company succeed.