When considering applying for a new job, active jobseekers will be attracted to brands that provide a positive experience from their first point of contact – and that includes the job adverts they read at the beginning of the application process.
So, organisations must promote their vacancies to professionals by writing job adverts in compelling and meaningful ways if they are to engage and attract them successfully. To make your advert stand out from the crowd, here are a few things to avoid. 1. A convoluted title
A job title like ‘customer experience executive’, for example, doesn’t necessarily tell the candidate very much about what kind of job it actually is. Not only is this job title uncommon – meaning candidates are unlikely to search for it – but without context, it’s tricky to tell what this role relates to.
Look out for spelling mistakes in your job titles too, as this would look unprofessional and could negatively impact on the likelihood of the advert appearing high up in the results on search engines. Another common practice among organisations is to omit any salary range, which may leave candidates unclear about the seniority of the role and deter potentially suitable people from applying. 2. Non-specific descriptions and buzzwords
Does your overview of your brand’s vacancy clearly communicate what the position actually is? Or are you instead simply filling up the space with vague buzzwords and clichés, like ‘open and collaborative culture’ or ‘a forward-thinking company’?
Don’t leave candidates in any doubt about the purpose of this job and what part they would be playing within your organisation if they took on the role. 3. A confusing company story
Many organisations are guilty of describing themselves in job adverts in ways that those outside the company cannot easily understand. In the process, they might fail to communicate insightful information about the business’s culture or values, which is much more interesting to candidates. In addition, you might fall into the trap of simply listing core aspects of your company such as location, company history, services and products, without providing any real insight into your organisation. Susie Timlin, chief operating officer at UK Government Investments, suggests you should include your industry standing, the direction of your company objectives, and any great benefits that come with working for you. 4. Generic duties
Does the list of duties in your organisation’s job advert give meaningful insight into the role’s broader purpose? Does it detail how the successful candidate would be contributing towards organisational objectives? Or is it a short and uninspiring list that doesn’t paint a transparent picture of what the candidate’s typical day would look like?
As I touched on above, it’s also important to be wary of negative words such as ‘must’. Instead, focus on including details that prospective employees are likely to find attractive, such as benefits and development opportunities. 5. Vague […]