How to create a great job ad
The whole purpose of a job ad is to communicate vacancies within the organization. It also needs to be ATTRACTIVE, exciting and make it clear which candidate you're looking for, so no one is in doubt as to whether their profile is suitable.
Before posting an ad, it's beneficial to research how today's job seekers think and how to capture their attention.
The headline and the first few lines are eye-catching and therefore crucial to whether you catch the candidate's eye at all. Make sure to highlight the values of the company as well as how the work environment is prioritized. In addition, it's a good idea to include what development opportunities there are in the organization - which is very important for Gen Z, among others.
Once the angle and headline are sharp, the next points are absolutely necessary to make your ad stand out from the crowd.
Basic elements of a job ad
Requirements and advantageous skills
To avoid confusion, it is important to separate requirements and advantageous skills. That is, you need to clarify the experience and skills you think are required for the position and the experience and skills that are not required but would be a bonus that the candidate possesses.
A job description that's unmistakable
Many candidates are unsure of what the job actually requires when they show up for their first interview. So it's a plus for both the candidate and the recruiter that you've thought about what skills you're actually looking for. If the ad lists a number of tasks that may be prominent in the role, the candidate will know exactly what is required and expected. Even less flattering tasks should be mentioned, as this way you're being honest about what the job is really about.
Geographic information
One piece of information that is so basic that it is sometimes forgotten is where the position is geographically located. This can include both the district and address and whether compensation for travel and accommodation is included.
Where do you stand out?
Strive for a word choice that encompasses ALL
Research shows that language can make or break a candidate. It's important not to discriminate against anyone and therefore you need to reflect and be careful about how you use gender-stereotypical words to describe a role. This avoids sending indirect signals by using gender-coded words that we traditionally associate with either male or female, which could influence who applies for the job. (e.g. cleaner or cashier).
SEO (Search Engine Optimization)
Search engine optimization is about optimizing your content so that Google's algorithms prioritize it at the top of the search page. To get the search engine to reward your ad, it should preferably be more than 150 words. It should also contain words and phrases that a candidate would actually search for - so think about what keywords your target audience would use.
Keyword tips can be found here: Google Keyword Planner, SEMrush, Searchmetrics
Different platforms
Remember to think about whether the job ad is easily accessible and adapts to a mobile version. Candidates search for jobs across multiple platforms, so your ad is just as likely to be found on mobile as on desktop - if not more so in some segments! In addition, social media has also become a space for job ads and since it's often your network that shares the postings, the company can already seem more familiar and familiar.
Call-to-action (CTA)
A CTA is the element (often a button on a website) that sends the visitor to the next step. It's beneficial to have a CTA button with a strong text that is hard to miss. You might also consider using a smaller CTA for more passive candidates. It can be aimed at those who are not actively looking for a job but are curious and exploring, just in case the right opportunity comes along. By clicking on the smaller CTA, you can give the visitor the opportunity to become part of a candidate network and receive updates on job openings via email.
Overall impression. Employer branding!
Think about what you want to signal with your ad. It should be characterized by your employer brand and what you want to communicate. It's good to have a job ad that is informative and salesy, but it's also important that it is easily accessible and inviting. Include a few lines about the company so the candidate gets a real feel for the company. Don't skimp on details such as formatting, spelling and images, these are also part of the overall impression that helps you stand out from the crowd! We have four powerful tips for your employer branding strategy right here.
Save time with our recruitment system
With Elvium's recruitment system, you can easily and intuitively design job ad templates. We've already created a lot of beautiful and cool designs that you can copy 1:1. Just add your logo and swoop and you have a great job ad that stands out. We also have a career site where you can actively work with your employer branding.
ALL OUR CUSTOMERS occasionally receive tips & tricks on how to stand out in email. If you're interested in this too, sign up for our newsletter.
Contact us for more information about this!
5 tips for writing a good job ad
Publishing a job ad should be something you are proud of and specific to your company. We always recommend that you strive for your ad to differentiate yourself from others. It will always have an advantage when it reflects how you work with the well-being and development of your employees. At the same time, it should help build your employer brand!
Here are 5 important things to keep in mind before you publish a new job ad:
1. Use clear job titles
We've seen some quirky job titles over the years (Retail Jedi, Social Media Shark, Marketing Ninja, to name a few). But we recommend that it should be obvious to applicants what the job entails. If candidates don't understand what kind of job they can get - or what the company culture is like, chances are they'll ignore your ad and move on to the next one.
It's also important to note that most job portals use algorithms when using job titles - so the more standardized your job title is, the better your job matching will be. It's always good to be creative with job descriptions to keep things from getting boring, but make sure you think about what the job is looking for.
2. Keep the job ad short and sharp
When creating a job ad, the length of the text is an important factor. We recommend keeping the ad short and concise, which will also make it more mobile-friendly (remember that the majority of candidates read job ads on mobile).
Avoid using phrases like "the successful candidate" or "the ideal candidate" as this will make even the most suitable candidate question whether they are right for the position. It's always a good idea to focus on the emotional side and what candidates can become a part of in your organization. For example, here's some inspiration:
- "Do you want to help us change X industry and make our planet a better place?"
- "This is a role for anyone who likes lots of freedom and responsibility - with a large central office and plenty of great restaurants nearby."
- "Do you want to be part of our amazing journey of international growth?"
The first one in particular appeals to purpose, which we know is important to Gen Z.
It's ok to mention the job requirements, but we don't recommend starting with that. It's a good idea to highlight the benefits to the prospective employee and you can even use emojis or GIFs if it fits the position you are trying to fill.
3. Easy application form
When applying for jobs, applicants can often be put off by long or overly complicated application forms. Make it as simple as possible for them. If you don't already have an application form but use email, we recommend that you consider using a recruitment system that ensures you collect all the information you need - fully GDPR compliant.
At Elvium, we have a huge amount of data on what works and what doesn't. We see that the majority of candidates today apply for jobs via their phones, so make sure (again) that the application options are mobile-friendly.
At the same time, we recommend that your application button is very clear. With Elvium's recruitment system , the above is possible and with just one click, the candidate will be guided through a short, quick and easy application process.
4. Use authentic images
When it comes to the images you use in your job ad, the images you choose can have a big impact. Is it stock or your own images from the company or of the employees?
It's always a good idea to use good quality photos, but they don't have to be taken in a photo studio or by a professional photographer. Most smartphones today take great high-resolution photos, so you can easily use the resources you already have.
As a rule of thumb, images of people/team will always work better than images of buildings or computers - even if you are looking for a technical person.
We are all people who are looking for a job where we can thrive and grow - regardless of title, so it's important to show your culture, tell your mission and reveal what development the future employee can achieve with you.
5. Let your brand shine through with a focus on value and the common thread!
Lastly, but most importantly, we've learned from our customers that you need to make sure that every component of your ad represents your brand and what you stand for.
Are there unique benefits that make people want to work for your company? And are they highlighted? Do the images in the ad give a sense of your company culture? Is the tone of your ad consistent with your brand overall?
Make sure there is a common thread running through your brand, job description and narrative to create a curiosity to apply for your positions.
We know that there can be some limitations, for example on the website - or that it can be difficult to make the ads look attractive, which is why we have developed a flexible career site for you that is easy to work in. It requires no technical skills and you can easily drag-and-drop the modules you want.
This means that you can easily set up your job ad templates with your own design that reflects your company brand. If you're curious to know more about why our customers love the career site, you can read more about it here 👈
We wish you good recruitment 🚀
Thank you so much for reading. And we hope you've been inspired by what you can pay attention to when writing your job ads - and what you can actually achieve by using an intuitive system.
We wish you the best of luck with your future recruitments - and follow us on LinkedIn for more great advice.
Good recruitment from Elvium.
