Are You Making Any of These Key Mistakes in Your Job Advert?
Are your job adverts failing to attract the candidates you need? If so, you might be making one of these major recruitment advertising mistakes.
The importance of an effective job advert is often underestimated in the recruitment process. Your job advert is the initial impression that candidates will have of your business and the first taster of what it will be like to work for your company; therefore, it’s vital that you get it right first time.
Try avoiding making the following mistakes; you can even use these points as a checklist to ensure that you’re not limiting the response for your recruitment advertising.
1. Not including the salary
Not listing the salary on your advert can be detrimental to the overall response rate; many candidates would like to know what they’ll be earning before making the decision to apply for a role or not.
At Webrecruit, we find that roles that don’t have salaries listed tend to receive fewer applications (sometimes up to 50% less).
A competitive salary can also act as an attraction factor and could influence a larger number of jobseekers to apply for your role.
2. You’re using the wrong job title
Some HR professionals and recruiters might feel that calling their role something creative and quirky will attract more candidates. Unfortunately, job titles aren’t the place to experiment.
Selecting a commonly-used title that candidates are likely to search for is important so that your target audience can actually find your advert online. Just think – a Developer isn’t likely to search for the word ‘Ninja’ – they’ll be searching for terms such as ‘Developer’, ‘Software Developer’ or ‘C#’ (or whichever language they specialise in).
Job titles are also important for determining the level of each vacancy – for example, there’s a big difference between an Assistant, an Executive, a Manager and a Director.
3. Your requirements list is hefty
Be careful that you’re not asking too much from your candidates; a long list of essential skills and experience can be offputting.
There’s also been a great deal of research conducted about the behaviour of male and female jobseekers. Men are likely to apply for a job when they meet 60% of the requirements but women only apply if they meet 100% of them, according to the Harvard Business Review.
Therefore, if you find that your response rates are lower than expected and there’s no scope to increase the salary on offer, consider reducing the level of experience, skills and qualifications required. Are any of these skills able to be taught on the job? If so, remove them from your advert to open it up to a wider range of people.
4. You’re not writing for your target audience
You need to make sure that your advert is tailored to attract the right candidates. Put yourself in your dream candidate’s shoes; what would you look for in a role?
Make sure you include information that’s going to appeal to your desired candidate – for example, if you’re advertising for an Engineer, talk about the cool stuff they’re going to get to create. For IT, talk about the systems you work with.
If you’re unsure of how to tap into what these people want, try talking to any colleagues who work in a similar role about what they’d look for in a new position.
5. Your advert reads like an essay
Long adverts that contain paragraphs and paragraphs of information are likely to bore readers. Try to be concise and write your advert in an easy-to-digest format; consider using short sentences and bulletpointed lists to break the text up.
6. You haven’t optimised your advert for online searches
Make sure that you’re using keywords in your adverts so that candidates can find your role when they’re searching online. Consider repeating the job title throughout your advert, as well as adding additional keywords.
Here at Webrecruit, our Copywriting Team include a list of similar job titles in an ‘Additional Keywords’ section at the bottom of every advert to maximise the relevant audience looking at the advert.
7. You haven’t ‘sold’ the role
Your job advert needs to fulfil its advertising purposes; it needs to sell your vacancy.
Don’t just tell applicants what they’re going to be doing, explain why they should be doing it. Will they get to make a huge impact on an exciting new project? Will they get the chance to travel internationally and play a big role in your global growth? Or will they get the opportunity to participate in your amazing learning and development programme?
Don’t be shy – sell the role, sell your company and sell the opportunities that candidates will be given.
8. You’ve used overly complicated or internal language
Have you ever been on a company’s ‘About Us’ page and left feeling like you have no idea what they do? That’s because so many websites are loaded with internal language or ‘jargon’ which can alienate jobseekers.
Within your job advert, try to explain what your business does in the most simplistic way. If jobseekers are confused about what your company does then there’s a good chance they won’t apply.