Writing Great Job Ads – 10 Top Tips To Beat The Everyday
Consultants love to sell advertising. It gets great results, it’s great marketing for your company and your client’s company and it’s good for your career.
Why is it then that many of us see the actual writing part as a pain, and a necessary evil?
If it’s so great, then why treat it like something that you would rather avoid, avoid, put off, and then when you can’t put it off anymore, do a really rushed job of before the copy deadline at your publisher?
Well written adverts are worth their weight in gold. A prime opportunity to beat the market to the best candidates actively looking. An awesome chance to show the world who you are and who you represent.
Writing adverts doesn’t need to be a chore, and if done well can give you that extra edge you are looking for over your competitors.
Here are my top tips to make sure that your adverts are head and shoulders above the everyday other stuff out there.
1. Focus on what you want to achieve
What do you want from the advert? The right response of course. So focus on the target audience and be sure to tell them all that they need to know to be persuaded to respond.
2. Consider the response you want
Are you looking to fill this role only or are you looking for a general trawl of the marketplace? Do you want to put off unsuitable applicants, or would you like to see CVs from a wider variety? After all, those who may not yet be suitable for this role, may well be ideal for things in the future.
3. Start afresh
Doing what you did last time is not the way to go. A great advert written for another client may well have gotten a great response but this client is different, the role is different, and times are different.
Don’t simply re-hash your last great work. Start with a fresh page, focus on this client and this role, now.
4. Be aware of your tone
Think clearly about who you are writing for. The tone of your advert must speak directly to your idea audience, so adjust your tone accordingly. If in doubt avoid the overly salesy throw away comments like “Don’t miss out” etc.
You are writing to individuals, so set the tone that way. Make it honest, attractive and specific to them.
5. Write as if you were speaking
Ad-copy doesn’t have to adhere to all the niceties of perfect written English. It is more about tone, rhythm, simplicity and credibility. So, write as if you were talking to the person you want to attract and don’t complicate your message. It’s much easier to write clearly and punctuate properly if you do it this way.
6. Make it interesting – be creative
I know this is easier said than done, but you need to be original. Think about your client and the role, say something different that lifts you above the other adverts out there. Look for the USP of the role, and if you dig deep enough you will some up with something truly unique.
7. Be authentic
I say this all the time, but authenticity is vital. Your target audience has heard all the cliches before, they are bored of oversold roles, hyped up companies and unrealistic promises.
They want to hear the facts, told in an attractive, simple and realistic way. So sell them the real benefits, not just what you think they want to hear.
8. Put off the applicants you don’t want
I know this sounds awful but you are being paid to get your client the right person, and where quality of response is important, you really need to deter those out there who apply to anything mildly interesting to them, and those who are just not right.
Using a screen in an advert not only improves the quality of your response, but also saves you time and effort weeding out the nos, the nevers and not in this life-timers, from the yes and maybe piles.
9. Check it
I know I shouldn’t need to say this, but there is nothing more embarrassing than pushing out an advert with an error in it. Believe me, I’ve done it (probably too often) and it’s not fun.
10. One final thought
It’s not just your target responders who are reading your advert. Your advert is also being read by your competitors, your clients, your further clients and your colleagues and bosses.
You are not only advertising your client’s role and company, you are selling you. So, sell yourself in the best way you can!
For more on developing yourself, your staff and improving the profitability of your business, please do get in touch. You can email me at firstname.lastname@example.org, use the contact page on my website www.jne-recruitment-academy.com or call me on 07736 831151. Follow me on Twitter at @recruit_eagle, connect to me on LinkedIn, or follow me on Facebook.
I look forward to speaking soon.