writing recruitment ads that work - guidant-irc...a new job. include relevant keywords. keywords are...
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guidantirc.ie
Writing Recruitment Ads That Work
CONTENTS
Introduction 3
Identifyyouraudience 5
Writeyourad 7
Placeyourad 12
Recruitment Advertising Guide Writing Recruitment Ads That Work 2
Writinganeffectivejobadisavitalpartoftherecruitment
processbutitcanbeachallenginganddauntingtask.
Getitrightandyou’llattract
applicationsfromsought-aftertalent
whilepositioningyourbrandasan
employerofchoice.Getitwrong
andyouriskmakingapoorhire
orevenworse,damagingyour
wideremployerbrand.
INTRODUCTION
3
TIP:Abadhirecancost
yourcompanyup
to30%ofayearly
salary!
Recruitment Advertising Guide Writing Recruitment Ads That Work
Remember,today’sjobseekersareveryactiveondigital,mobile
andsocialplatforms.Theyhaveavoiceandaren’tafraidtomake
referrals,influenceandsharejobhuntingtaleswiththeirpeers.
Candidatesandemployeesregularlypostjob-relatedcontent
andfeedbackviasocialmediachannelsandemployerreviewsites
suchasGlassdoorandIndeed,soit’sabsolutelyvitaltogetyour
jobadsrightandcreateapositivefirst
impressionofyourbusiness.Jobads
areemployerbrandcontentthatyou
controlsomakethemostofthem!
ThisRecruitmentAdvertising
Guidegivesyouafewpointers
toputyouontherighttrack.
4
TIP:Themajorityofjob
seekersreadatleastsix
reviewsbeforeforming
anopinionof
acompany.
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CHAPTER ONE
5Recruitment Advertising Guide Writing Recruitment Ads That Work
Startbydefiningexactlywhoyouaretryingtorecruit.Consider:
Whataretheirbehaviours,skillsandpriorities?
Wherearetheylikelytoworknow?
Whatformofmessagingwilltheyrespondto?
Whattypeofmediacanwepotentiallyusetoreachthem?
Rememberthejobadisn’tjustalistofskillsandexperienceyou
wantthecandidatetohave.It’sanopportunitytoselltherole
andtotellcandidateswhatmakesyourbusinessunique.
Ratherthanrecyclinganoldad,reallytakethetimetothinkabout
themostimportantpointsofyourparticularvacancy.Whatwill
thecandidategetoutoftheroleandwhatcanyouofferover
yourcompetitors?
Yourteammembersmight
alsobeabletopointyouin
therightdirectionandprovide
somerelevantsuggestions
fromtheirperspective.Your
bestcurrentemployeeswill
helpyoutodefinethetype
ofpersonyou’relookingfor.
Thinkaboutwhatmakesthem
greatandwhytheyenjoy
workingforthecompany.
If you don’t know – ask!
Spendingsomuchtimeatthestartof
therecruitmentprocessmightseemlikea
hasslebutitwillpaydividendsinthequality
andfitoftheapplicantsyouattractfortherole.
6Recruitment Advertising Guide Writing Recruitment Ads That Work
TIP:Differentgenerations(suchas
MillennialsorBabyBoomers)
havecompletelydifferent
outlooks,strengthsand
weaknesseswithregard
toworkinglife.
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7Recruitment Advertising Guide Writing Recruitment Ads That Work
Whenyouhaveaclearideaofyourtargetaudience
andwhatyouwanttosay,youcanstartthinking
aboutthewordingofyourad.
Remember:lessismore.Today’scandidatesareshortoftime
andhavealotofchoicewhenitcomestorolestochoosefrom.
Yourjobadneedstogettothepointquickly.Youonlyhave
afewsecondstograbtheirinterestandthat’sit!
Your text should not be a full job descriptionanditdoesn’tneed
tocovereveryaspectoftherole–thinkofitasateasertocreate
awarenessanddrawinterest.
CHAPTER TWO
Hereareourtop10jobadtips:
Focusontheemotionalbenefitsoftheroleandifapplicable,
theopportunitytocontributetomeaningfulworkorgive
back.Thisisespeciallyimportantwhen
targetingmillennials.
Prepareaseparatejobadfor
everyroleyouarerecruiting
for.Addingmultiplelocations
orroleswouldbeconfusing,
andjobboardsdonotaccept
multiplesinonelistingeither.
Thejobtitleusedinyouradis
vitallyimportant.Makesurethat
youuseanobvious,widelyused
andcommonlysearched-forterm
–evenifyourorganisationusesdifferenttitlesinternally.
Ifyou’renotsurewhattermtousespendsometime
researchingwhatothersdo.
Yourintroductoryparagraphis
anotherimportantcomponent
asthefirst100wordsmay
appearinonlinesearch
resultsandneedtograb
thecandidate’sattention.
Followabasicformulaof:
What(istherole?)
Where(isthe
specificlocation?)
When(workinghours
andshiftpatterns)
Why(shouldcandidatesapply?)
8Recruitment Advertising Guide Writing Recruitment Ads That Work
TIP:Usegoogle.co.uk/trends
tocomparepopularsearchtermsfor
jobtitles.
TIP:Companycultureisone
ofthetopfivemost
importantfactorsjob
seekersconsider
whenlookingfor
anewjob.
Includerelevantkeywords.
Keywordsarethesearch
termscandidateswillbe
usingfortheirjobsearch
whichcouldinclude
qualifications,skills,
experienceandsector-
specificwording.Tryto
usethejobtitleandword
‘job’threetofourtimes.
Throughouttheadvert,keepthetonewarmandwelcoming
andbesuretomentionthatyou’recommittedtodiversity
intheworkplaceandindividualityisvalued.Talktothe
candidateontheirlevelandusethe
word‘you’ratherthan‘the
successfulapplicant’.
Youcanthengoontotalk
brieflyaboutyourbusiness,
cultureandthetop-level
detailsoftheroleyou’re
recruitingfor.
Next,outlinewhat
you’relookingforfromthe
candidatebywayofskills,
experienceandtheattributes
theyneedtohave.
Concludewithdetailsonsalary,benefits
andanythingelsetheycanexpectfromyourbusiness.
Endwithastrongandclearcalltoaction
socandidatesknowexactlyhowtoapply.
9Recruitment Advertising Guide Writing Recruitment Ads That Work
TIP:Ifyoucan’tdisclosesalary
information,invitethe
candidatetocontactyou
formoreinformation
instead.
JOB TIP:Ifyouusetoomany
keywordsinyourjobadvert,Googlewillloweritspositionintheresults.Onlyusethe
mostrelevantterms,nomorethan
4times.
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Whatnottodo
Remember,it’sillegaltoadvertiseforspecificpersonal
characteristicsortodiscriminateagainstspecificdemographicsin
anyway.Asageneralguideline,itisunlawfultodiscriminateagainst
anyone,bothatworkandinjobadverts,basedonthefollowing
protectedcharacteristics:
Gender
Religionorbelief
Gender
reassignment
Age
Marriageand
civilpartnership
Race
Disability
Pregnancy
andmaternity
Sexualorientation
Makesurethatyourcopyisinclusiveandclearlystatesthatyou
welcomeallapplicationsandarefirmlycommittedtodiversity
intheworkplace.
10Recruitment Advertising Guide Writing Recruitment Ads That Work
Whatagoodjobadlookslike:
11Recruitment Advertising Guide Writing Recruitment Ads That Work
Customer Service Advisor Peterborough
Permanent
£18,500+OTE
Anaward-winningtelecomscompanyislookingforcustomer-focusedindividualstojointheir
expandingcustomerserviceteam,basedinOrtonSouthgate,Peterborough.Yourprimaryrole
willincludehandlingcallsregardingcustomercontractsandassistingwithgeneralenquiries.
Thisisafantasticopportunitytojoinawarmandwelcomingteamonapermanentbasis
andreallymakeadifferencetoourcallers’customerserviceexperience.
Welovewhatwedoandwantyoutoenjoyeverydayyouworkwithus.
AsCustomerServiceAdvisor,yourmaindutieswillinclude:
Providingefficientandhigh
qualitycustomerservice
Supportingcustomerswith
enquiriesregardingtheircontracts
Processingcustomer
servicerequests
Ensuringallcallsare
accuratelylogged
TheCustomerServicedepartmentisopen7daysaweek.Therefore,youwillberequired
towork40hoursperweekonashiftrotabetweenthehoursof8am-8pm.
Anypreviousexperienceisdesirableandyou’llhaveexcellentcommunicationskillsand
aconfident,professionaltelephonemanner.GCSE’sorequivalentofA-Cgradeincluding
MathsandEnglisharealsorequired.
Benefits include:
23daysholiday+bankholidays
Fullandcomprehensivetraining
Upto5%performancebasedbonus
Weekendshiftallowance
Dailylunchallowance
Contributorypension
Freeon-siteparking
Subsidisedon-sitecanteen
Ifyouthinkyouhavetherelevantskillsandexperienceforthisfantasticrole,
pleaseapplytoday.
Wearecommittedtodiversityandflexibilityintheworkplace.Ifyourequireanyreasonable
adjustmentstosupportyouduringtheapplicationprocess,pleasetellusatanystage.
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CHAPTER THREE
12Recruitment Advertising Guide Writing Recruitment Ads That Work
Whenyouthinkofrecruitmentadvertisingyoumay
automaticallypicturetraditionalprintadvertisements
intherecruitmentpagesofyourlocalpaper.
However,traditionalprintadvertisingisno
longeraseffectiveasitoncewas.
Ifyou’relookingforamore
cost-effective,powerfuland
wider-reachingwaytoconnect
withbothactiveandpassive
talentintoday’scompetitive
jobsmarket,you’llneedtolook
beyondprinttojobboards,
mobileappsandsocialmedia.
TIP:AccordingtoIndeed,9out
of10jobseekersnowuse
theirmobilephonein
theirjobsearch.
13Recruitment Advertising Guide Writing Recruitment Ads That Work
Socialrecruiting
Ifyou’renotactiveonsocialmediayourselfitcanbedifficulttoknow
howtostart,butsitessuchasLinkedInandFacebookarefreetouse
andcanreallyhelpdistributeyourjobadverttoawideandrelevant
audience.Theyalsohelptobuildwordofmouthforapplicants
andtodrivereferralsfromexistingemployees.
Afterpostingyourjobadonjobboardsandwherepossible,yourown
dedicatedcareerssite,sharingonsocialmediaisoftenthenextstep.
Hardtofillorhighvolumerolescanpotentiallybepromotedviayour
company’smainsocialaccountstoallofyourfollowershoweverthis
isnotpossibleornecessaryforeveryroleassocialcontentneedsto
bevariedonandnotsolelyfocussedonjobs.Aneasysolutionistopost
ashortmessageincludingalinktothejobadvertouttoyourown
personalsocialmediafollowers(particularlyonLinkedIn)andencourage
therestofyourteamtodothesame.
TIP:70%ofcandidateswouldbe
morelikelytoapplyforarole
iftheyseepositivefeedback
fromfollowersonthe
company’ssocial
mediapages.
Whatgoodsocialmediapostslooklike
Here’sanexamplesocialmediapostto
promotetheCustomerServiceAdvisorrole:
Hereisthetypeofwordingwe
wouldrecommendusingonTwitter:
14Recruitment Advertising Guide Writing Recruitment Ads That Work
We’re looking for a Customer Service Advisor to join an award-winning #telecoms co. in #Peterborough. Know anyone? Find out more & apply bit.ly/1gg2h
TIP:Beforeyouposttoanyjobboard
orsocialnetwork,proofyourcopy
thenproofitagaintomakesure
therearenotyposorauto-
correctblunders.Betterstill,
asksomeoneelseto!
Facebook&LinkedIn
HereisthetypeofwordingwewouldrecommendusingonFacebook
andLinkedIn:
An award-winning telecoms company in Peterborough is seeking
a Customer Service Advisor to join an expanding Customer
Service team on a permanent basis.
This is a unique opportunity
to join a warm and welcoming
team and really make a
difference to the customer
service experience.
As a Customer Service
Advisor you’ll be providing
efficient and high quality
customer service and
support customers with
enquiries regarding
their contracts.
Find out more and apply: bit.ly/1gg2h
Collegesanduniversities
Anotheravenueforsourcingtalentisfromlocalcolleges&universities.
Oftenthesefacilitieshavealumniwebsitesorstudentslookingfor
relevantexperienceduringholidaybreaks.Itisoftenthecasethatroles
canbeadvertisedforfreeonthededicatedcareerswebsitesandinorder
tofurtheradvertise,universitiescansometimesallowflyersandposters,
aswellasattendanceattheircareersevents.
15Recruitment Advertising Guide Writing Recruitment Ads That Work
TIP:Therearemanywebsites
whichprovideshortened
linksforsocialmedia.Justa
fewexamplesarebit.ly,
ow.lyandgoo.gl
I tmayseemlikethere’salottoconsiderwhenwritingtheperfectrecruitmentadvert,buttakingthetimetoproperlyplan,identifyyouraudience,writeyouradandshareitacrossthemost
effectivechannelswillproveinvaluable.Notonlywillyouensureyousecuretheinterestoftoptalentforyourvacancies,you’llalsobedoingwondersforthedevelopmentofyouremployerbrand.Recruitmentadsareakeycomponentofyouremployerbrandcontentandshouldbegiventheattentiontheydeserve.
Makesureyouallowtimetotailoryouractivityforeachroleandyoureallywillreaptherewards!
CONCLUSION
16Recruitment Advertising Guide Writing Recruitment Ads That Work
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