Writing an OUTSTANDING JOB ADVERT
Twenty-four percent of marketing and advertising executives say that describing the actual duties of a job is one of the biggest problems in creating a job description. Our experience shows us that even Expert in Recruitment tend to follow too much the era of Social Networks and Job Adverts are slowly becoming telegraph messages.
Content is KING
TIME IS EVERYTHING.
In your recruitment processes, if there’s a time to spend generously on a task; it’s definitely here. In today’s competitive job market, all employers and recruiters are clamouring for the best talent for their organizations - but are finding trouble communicating to these candidates.
You Have a Brand Responsibility
A job description is a reflection of your company’s employer brand. If a job advertisement is bland, uniform, and uses the same buzzwords over and over, then candidates won’t think much of the role it advertises or the company advertising the role. If the posting is creative, personal, and honest, candidates will see your employer brand in a more positive light and be more drawn to apply for the role.
Choose Your Words Carefully
Don’t add fluff where it is not needed. Be personal. Don’t write like a computer. Give real examples of the specific things a person would do in the role on a daily basis.
Careful on the Job Requirements
There is no such thing as a perfect candidate. If you are having trouble getting people to apply for an open job, try changing the requirements into preferences instead. Both women and men admit to not applying to jobs when they feel they don’t meet the requirements. Women apply for jobs only when they feel 100 percent qualified, while men are willing to apply when they feel they meet 60 percent of the qualifications. The lesson is that everyone seems to be taking job requirements too seriously.
Ultimately, job descriptions should tell candidates what they need to know in a language they can understand. You have to show your audience who you are as a company in the shortest amount of time possible. Attract more candidates to each job ad by appealing to the personal and human sides of applicants. Don’t write for the perfect candidate: write for someone who can learn and grow into who you need for that role. Be real, honest, and open to achieve the best conversion rates on each job posting.
CONTENT IS KING
Social Media habits doesn’t help because quantity of jobs spread on the Net takes over its quality. We see everywhere: I am looking for this, We are looking for that… Desperate advertisement will give you desperate jobseekers. So many offers in there that maybe confusing for a job-seeker, which one should he apply?
Choose your words carefully, inspire people, Your job advert will be share automatically by Highventures on other social networks, it will be mutli posted and our Talent Affiliates will share it too. But a great content can guarantee you that your advert will be shared by other people. No one like to share a poor content but a job seeker or a simple social network user might share a great content to his friends and contact. This is how your Recruitment Brand is getting stronger.
If you want to punch up your job ad, consider making your job description a better reflection of what you want by adding video.
Video job ads are the future
No doubt about it: people are 78 percent more likely to check out a job if there’s a video description for it.
Your job advert can be much more attractive if you add a video of the job or a video of the company showing future colleagues, offices. Like one picture is like a 1000 words, imagine a what effect would have a corporate video in your job advert. (You can add medias in the job description section. Add the URL of the video and it will appear once the job is posted.
Not only will more eyes see your job, people will also think better of your brand if there’s a video to see: 52 percent of survey respondents say they’re more confident in a product after watching a video on it; 65 percent of them will visit a website for a product they’ve seen in a video; and 43 percent are more likely to pick the product with the higher video quality. Video is fundamental to building your brand, and if your jobs are your brand, that means it’s vital that you get a video description for your job.
The Ideal Job Posting
The ideal job description should be written by someone or a group of people that understand what they truly need versus want from a new employee. Some would probably argue that job descriptions shouldn’t welcome every applicant in the door, but Walt Disney once said, “All our dreams can come true, if we have the courage to pursue them.” When job descriptions are not specific, honest, and fun, then they start to narrow down the possibility of finding candidates that excel at displaying passion, creativity, and excitement for learning.
Notice: When you finish your Job advert and click on Next, if you missed something, DON’T GO BACK or you will have to start over again. It is better to keep click next and confirm your job posting until the end. You will be able to Edit and make all the needed changes if you want. Add your social network links, career website or any link related to your job & company. Aim High, Hire High!
YOUR COMPANY IS UNIQUE – YOUR JOB – YOUR UNIQUE PROPOSAL
→ Your Job offer is what your company is selling to the candidate. The candidate won’t buy anything but will get paid to work for your company. Your Job advert needs to be catchy and need to sell to the candidate all the reasons why he should join your company.
How to sell your job advert with the traditional technique:
FEATURES, ADVANTAGES, BENEFITS
WHAT ARE THEY?
A way to describe your offer & solution, which maps your proposal to consumers needs. In other words: Matching the Demand with the Offer.
- The Features are the characteristics which describe the elements of the open job you’re about to market. (WHAT)
- The Advantages underline the positive impact of these characteristics.(HOW)
- The Benefits explain to your clients (the job-seekers) why these Features and Advantages will be a Benefits for them.(WHY)
If you simply say that you’re company is hiring, the public reaction can be: So what! And then ?
If you choose relevant characteristics and present them in the form FAB (Features, Advantages, Benefits), you greatly increase your chances of influencing the most jobseekers and get what you want. The way you will present them will target junior graduates or senior talents which is a complete way of showing them off.
It can be:
- Company profile, sector, coverage, history, figures, Turn over…
- Ethics, Management, Job evolutions…
- Industry expertise, locations…
- Your team, Challenges…
- Infrastructure and financial stability…
The best tip is to ask to your colleagues or employees why they have been interested in joining your company, those are characteristics that can be turned into advantages & benefits for the jobseeker.
THE F.A.B Sales Techniques
Simple one and used by most of good sales people.
But do you prefer to be GOOD or BETTER Than GOOD. To stand out of the crowd, you need to inspire People. Most inspiring Leaders, companies, people inspire other people with Human feelings, psychology, beliefs.
- The Features are what we get. Not enough to make a decision.
- The Advantages are related to the How. How my life would be better if I join this company. (Not yet enough yet to make the first step.)
- The Benefits are related to the WHY. And this is the best mix of reasons why I should join this company. (For its management, for the level of expertise, for my salary and career evolution, for being a part of a growing company in this or that sector…
THE SECRET IS: START WITH WHY.
Even in your job interviews, any recruiters would ask the question: Why did you apply to our company to check the motivations, and it’s an open question leading to many information…
Thus, the best technique here to WRITE a JOB ADVERT that will jump to the eyes and stick in the mind is to apply the FAB techniques but reversed into B.A.F
WHY - HOW – WHAT
- WHY will be all the reasons a job-seeker would or should fight to join your company. (All the Benefits)
- HOW is all the advantages and changes they will have in joining your company. (All the Advantages)
- WHAT is what kind of company you are offering them. (All the Features)
Of course you’re not only selling a Job but you are also making a first selection of the candidates you’re inviting to apply. This is where you have to mix the B.A.F with the Kiss, Kick, Kiss Technique. (a technique used by most of the best recruitment companies).
- PEOPLE BUY PEOPLE
- PEOPLE LIKE TO BUY WHAT PEOPLE BUY
- PEOPLE BUY TO BE LIKE THE PEOPLE THEY WANT TO BE ALIKE
- PEOPLE BUY FROM PEOPLE THEY THINK THEY ARE ALIKE
- PEOPLE BUY FROM PEOPLE THEY LIKE
Illustration:
Starting with an introduction of your Organization. (different from the one in the company profile section)
- KISS: THE WHY – THE BENEFITS TO JOIN THE COMPANY, STRAIGHT TO THE POINT. BENEFITS in terms of Career advancement, Learnings, Evolution and Challenges. Why being a part of your Company?
- KICK: TO WHAT KIND OF PEOPLE YOU’RE OFFERING THIS JOB, WHAT KIND OF BRAIN, WHAT WILL BE THE JOB, CHALLENGE AND DAILY TASKS (here you can put the job description)
- KISS: THE HOW – ALL THE ADVANTAGES TO JOIN THE COMPANY. Environment. Team, Management, Salary compensations…
- KICK: WHAT SKILLS, EXPERIENCES, DIPLOMA… (This “Kick” should be added to the How to apply section)
- KISS: THE WHAT – ALL THE CHOSEN CHARACTERISTICS OF THE COMPANY. WHO they will join. (sector, coverage, history, figures, Turn over, Ethics, Management, Job evolutions, Industry expertise, locations, Your team, Challenges, Infrastructure and financial stability)
- KICK: THE CONDITIONS TO APPLY (This last kick should be added in the How to Apply section as well)