Creating a good job advert is an integral part of any HR professional's job. It also requires good marketing skills. Because marketing a vacancy in a condensed format, whilst still presenting all essential information in an appropriate way, using the right language and graphics, and attracting the desired target group is a real challenge. Here are some key elements to consider:
Know your product!
Think of the vacancy as a product you have to market. You can only convince other people about it if you know exactly what you're talking about. This means that when putting together a job advert, you should know as much about the position as possible. After all, you will probably be the first person to screen the incoming applications. Detailed information about qualifications and experience is often essential. A comprehensive briefing and close cooperation with the relevant department are therefore prerequisites for a successful job advert.
Know your market!
There have been many fundamental changes in recruitment in recent years - both technical and in the way applicants behave. No one even thought about mobile recruitment, employer branding or the customer journey until a few years ago. Today they are key issues in any HR department or recruitment agency. However, the classical job advert remains an important recruitment tool. As an HR specialist, you need to work out which style of advert works best and in which channels.
Strike the right chord!
'Copy & paste' is a tempting option - especially when you're up against tight deadlines. But ultimately it doesn't save time in recruitment. Bland phrases, HR speak and technical jargon will not fill applicants with enthusiasm. They often look at a whole series of job adverts before deciding which one(s) to apply for. Well conceived individual adverts will stand out from the rest. And here recruiters are able to score through a skillful use of language. Check that the text sounds positive. Talk directly to your target group and avoid expressions such as "ability to cope under pressure", "assertiveness" or "ambitious", which can have negative connotations.
Answer questions before they are asked!
If a job ad raises more questions than it answers, applicants may not be convinced. Mentally switching roles can help to avoid this. Put yourself in the applicants' shoes. What are they interested in? Which arguments can win them over? What information do they need in order to decide whether they're suitable for the job? This information has priority irrespective of linguistic style . Don't waste the applicant's time with superfluous verbiage.
Keep to the rules!
Two 'rulebooks' are particularly important for job ads: One is the UK Equality Act 2010 and the other - a good English dictionary. Eye-catching statements or requirements that are too specific may quickly fall foul of discrimination law. Gender-specific job titles should obviously be avoided, as should words implying an age limit (such as 'youthful ' or 'mature'). To avoid disability discrimination, you should only ask for certain things, such as a driving licence, if they are absolutely necessary for the job and not just nice to have. What's more, in order to make a positive impression, it's essential that the job advert is grammatically correct and doesn't contain any spelling mistakes.
Your job advert puts you in contact with potential employees and paves the way for future dialogue. Only a carefully thought through advert, tailored to each individual vacancy, will bring the right results.
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