As the competition for top talent heats up, well-written job ads that make a clear value proposition to applicants will be key recruiting tools. Following these best practices can help you get the job applicants you need to build your organization.
Establish a hiring strategy — before you need one. Your organization should have a hiring strategy for openings it’s expecting in the coming year, so you’re not scrambling when vacancies come up. Craft an approach to hiring that establishes where you’ll advertise, what sort of tone you want to take for different positions, what skills and experiences the ideal candidate might have, and so on. Include budget and timing milestones as well. This strategy can help guide you as you write job ads for openings when they come up.
Know your brand. Branding isn’t just for product marketing and advertising — it’s a key part of recruiting. Your job ads should fit into your branding strategy seamlessly to both boost your brand and make it clear to applicants what they’re getting into. Provide specifics about what makes your company and its culture special. Go beyond the buzzwords and give descriptive examples of how your organization puts concepts like “innovation” or “creativity” into action.
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Describe the value you offer. As you’re writing your job ad, think of it more as a marketing piece and less as a job description. Top-level candidates aren’t necessarily looking for a position that provides the best match for their skills — they’re looking for a position that gives them the best value in exchange for their skills. In your job ad, describe the value the position offers to a potential applicant.
Provide a clear call to action. Remember, your job ad is just that — an advertisement. Like all sales literature, it needs a call to action. Include clear instructions on how to apply and details about what candidates need to include in their applications. In addition, make sure your dedicated application page on your site is clear, easy to use and captures information quickly — before top candidates decide it’s too long and not worth finishing.
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