Writing Effective Job Advertisements
Start with a catchy title – be mindful of what candidates will ‘search’ by. Make the title concise, yet creative eg; "Site Manager" and name the industry ie; "commercial construction"
Lead sentence Bullet points – Promote your USP’s (unique selling points) of the company, the role, the environment and work conditions (ie; location, pay benefits) – think about what will motivate the candidate to click on this and read the advert. Different USP’s important for different level roles
•Location, free parking •Great remuneration package •Flexible hours •Close to home •Career opportunities
What are the Unique Selling Points (USP’s) – this is the sales pitch - Features that would make you think ‘I want that job!’ Always think of it from the job seeker’s point of view and what will attract your ideal candidate - What motivates the job seeker? What will make them want to click on your ad, read more and then apply Eg; Promoting brands, benefits, location, career advancement or whatever the USP’s are about the role or company eg: NZ owned, growing business, great team, varied role, etc high level sales statements
•Paragraph 1- Leading questions to excite candidate. Positive points of job/ company. Make dependent on level of role i.e. Sales/High level roles emphasise company/ brand, if lower level emphasise job benefits/ responsibilities. •Paragraph 2- Company info, history, type of business/ industry. •Paragraph 3- Key duties of role, what knowledge, skills and abilities the ideal candidate would have to succeed •Paragraph 4- ‘Must have’ competencies/ personality attributes. Benefits, training etc. What will the rewards be for the ideal candidate – last time to entice them with the benefits on offer, and USP’s that you listed in the bullet points to motivate them to read the advert
Closure – Call to Action! End with an enticing sentence that encourages them to apply. Include contact details.
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