8 Practical Tips for Writing an Attractive Job Offer in 2021
Here is a practical guide for creating a job ad that will make your recruitment lot easier by bringing you the right candidates.
The goal of this article is not to give you a definitive answer on the content and form of your job posting, but to show the range of possibilities for a successful hiring. It is up to you to choose the formula that best suits your company and your needs.
Ready? Let’s go!
1. Attract candidates with itthe job tle
For a candidate, the job ad is, first of all, about the job they look for.
The job title is the headline of your ad. It must be pronounced from the start but above all catchy.
It sets the tempo for the rest of your ad. It is the title that makes candidates reply to your ad (or not).
Clearly list the essential requirements for your position. It’s a reliable way to avoid getting drowned by unsuitable CVs.
3 tips for an effective ad:
1. Exclude profiles you don't want from the ad.
Clearly define the essential elements in your job description. Candidates must immediately understand whether they are interested in applying. This is a guarantee for you to save time and receive qualified applications.
These elements can be a level of education, a specific diploma, a driving license such as a heavy goods vehicle license, etc.
It is up to you to highlight them in your job ad to receive qualified applications.
2. Create a unique job description.
What will make the difference between your ad and your competitors’? Why should a candidate apply to yours?
Get off the beaten track, stop copying and pasting ads! Go further and look instead for what makes the difference in your business.
Ask yourself more specific questions about the mission. For example, how do your salespeople achieve their objectives? Try to make them understand how they work and what is expected of them. Describe it in your ad and make your description more attractive to humans, not robots.
3. If you’ve got it, flaunt it. Show off your company.
Present the company from the inside. Feature the atmosphere in your ad to appeal to right candidates.
Find a way to reassure with elements that will attract and entice. Go into detail to be specific.
Our advice on the company description: enough with the word ‘Leader’. It’s way too often used by companies and no longer really valuable in the eyes of candidates.
3. Be authentic. Learn how to talk to candidates.
Make a difference with the tone of the ad.
Close, distant, a bit humorous, geeky, or refined - learn how to talk to candidates. These tones and shades give your ad style and above all reflect the spirit of your company. Be different and authentic.
It's the one that will allow you to:
Reflect the DNA of your company.
Give candidates a feeling of good living in your company.
Create a natural and strong relationship with candidates.
4. Write less to get more candidates
Create SHORTER and LESS verbose ads.
Adopt a PUNCHING and ATTRACTIVE style.
It's the one that will allow you to:
Be ACCURATE and TRUE.
5. Don't forget the salary (if you are well placed)
Money or not money, that is the question?
This information is not mandatory in a job ad. It is your choice to post it or not.
Be aware that it can be an attractive or even determining element to apply for the ad. The salary interests candidates – they are out to do job search after all. Commercial profiles are fond of it but BE CAREFUL not to put them off.
Make the most of your advantages
Salary isn't everything. Give all the additional information about the position. The ad is not limited to the missions entrusted, candidates will analyze your proposal as a whole.
Some examples of so-called ‘classic’ benefits: Premiums, commissions, Restaurant Tickets, Corporate health insurance, shareholding, Company vehicle, Computer/phone, etc.
6. Awards, new levers to attract candidates
Mark your ad. Have you received awards? Add them to your ad.
These distinctions are the very proof of your attractiveness. Don't miss this chance to show them to candidates.
It's a real sign of performance and credibility.
7. Show yourself! Candidates need to project themselves.
Stand out. Work on your visuals and design to show up. Show your originality while retaining the characteristics of a job ad.
You need to create a surprise and make people want to join you.
The visuals allow the spirit, culture, and practice to come alive from within.
Start by compiling the visuals of your communication campaigns, your in-house photoshoots, events, your logo, and your videos, and create YOUR ad.
Mix the visuals to project the candidates into your world: Cover Photo + mood photo at the heart of the ad. Your ad gains in rhythm and becomes more real for candidates.
8. Legal notices: no one is supposed to ignore them.
Ready to write a copy for your ad?
Ok, now that you are ready to get down to talent management business having all the recipes for an authentic and original ad, be careful to respect the legal obligations in force and the key principles of non-discrimination. It’s boring but essential so just add them and comply.