Job Ad Blog Post

6 Things That Can Make or Break Your Job Ad

Stuart Read
6 Apr
Reading time: 4 minutes
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So you have to advertise for a new role and you’re thinking you’ll start with the same old job ad template you always use, right? WRONG.

There are distinct elements of every successful job ad that make it stand out and likewise, whether you realise it or not, there are things you could be doing that actually put candidates off.

Read on as we break down the things you have to include – and avoid – to produce a successful job ad.


1. Skip the boring company blurb

If a candidate wants to know what year your company was founded in or any of that dull corporate info, they’ll look it up on your website. Instead of losing their interest at the beginning of the ad, include a blurb that’s tailored to the role you’re advertising for.

Give a short description of the team, ask engaging questions about what the candidate is looking for, or outline what your dream candidate looks like.


2. Keep it simple, stupid

First of all, there’s no better way to communicate your job ad in a clear, simple and engaging way than through a video ad. Need help putting one together? Read our guide on how to create your first video job ad.

If a video ad’s not on the cards, then make sure your ad text is simple and succinct. Use clear headings, write short paragraphs and always use bullet points for lists e.g. listing qualifications.


3. Gendered language

Job ads can be littered with gendered language without the person who created the ad even knowing it. There are obvious examples of gendered language in job ads, such as ‘Policemen,’ but there are more subtle ones too.

Terms like ‘confident,’ ‘assertive’ and ‘bold’ are masculine ascribed words, and therefore if a job ad is full of these kind of words it is subconsciously off putting for female candidates who don’t view themselves as embodying these characteristics – even though they are just as capable of doing the job.

Always use gender neutral terminology to ensure you don’t isolate any promising talent.


4. Distinguish the must-haves from the nice-to-haves

Break down the job requisites into two categories – those that are essential requirements of the role and those that are an added bonus, or could be taught to the candidate in the role. If all requirements are listed as essential, there are candidates who won’t apply if they don’t tick every box.

In fact, studies reveal that women have a tendency to apply for roles only when they feel they are 100% qualified, whereas men will apply if they feel they are 60% qualified.

Also, give broad experience dates – a candidate with 5 years of experience is not necessarily better than one with 4 years of experience, so don’t block the latter out of the equation.


5. Communicate Company Values

Many candidates will tick all the boxes on paper, so draw out the ones who are the best fit for your company by letting them know about your company values. The more transparent you can be about your company and the way it operates, the more likely you are to attract the right kind of candidate whose values are aligned with those of your company.


6. Don’t Skip The Fun Stuff

Fun perks often become seen as the norm once you’ve been in a company for a while, but don’t forget they’re not the norm to outsiders. Got a flexible working culture or a fully stocked beer fridge? Shout about it – that’ll probably be the most memorable part of the ad for applicants!


So, want to see how a great job ad is done?


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