Write Better Job Adverts!
Having recently launched SDW eRecruit, our new online advertising service to the shipping, freight & logistics industry, we are having many conversations around one of the key aspects of our service, writing compelling & attractive Job adverts that gets applications, from the candidates you want to apply & subtly repels the ones you don’t.
We’ve had owners of freight companies say “well how hard is it to write a Job Advert”. One Hiring Manager I spoke to responded with, “We do our own recruitment and we’ve currently got an advert running on LinkedIn”. Have you had much response I asked, “we’ve had 2 applicants so far and neither suitable”.
So, I checked out the advert & it read:
Freight Clerk required to join a busy office in Felixstowe.
Completion of import & export Customs clearances on Net Freight
That was it! Firstly, no wonder no one applied & secondly, what a complete waste of money. To be blunt, my eight-year-old daughter would make a better job.
Then there was another company hiring directly on indeed.com, and he admitted he was struggling for applications, so I offered to take a look at his advert.
Well 15 minutes later I was still reading it! He had copied and pasted the whole Job Spec he has been given by HR, listing every last function, reportee and internal jargon going. I actually understood more about the job when I first clicked on it, than after I had read it all – plus my head started to hurt!
The clue here is in the name Job Advertisement.
This is not where you write what you want from a new hire. Job Specifications have their place, but as an internal document.
When you write your advert, you need to think like a marketer. You must create a Job Advert that stands out & cuts though the noise. You need to create a Job Ad that is aspirational, that candidates want to apply for. Why is your opportunity better than the job they are currently in? Plus create a sense of urgency so they hit the apply button there and then, not go away and think about and never get around to it.
So, remember you are advertising a life style change, a better place, a better work / life balance, more security for the applicant and their family, more money, better career advancement opportunities, so possibly a better house in the future, a better lifestyle or a better holiday destination next year?
So, when writing your next Job Advert, ask yourself:
Why would my ideal candidate want this job?
What can I offer the ideal candidate in exchange for their time & hard work (note – it is not all about ££££)?
How can I get this across in my Job Advert?
Keep it simple, easy to read & attractive – but don’t go over the top and make it sound too good to be true, as you know how the saying goes….
Download our FREE guide to writing the perfect advert Here.
I hope this helps, and if I or any of the team can be of assistance with anything recruitment related, don’t hesitate to get in touch.
All the best,