Creating Adverts
for
Active Candidates
In the Care Sector, candidates actively looking for a new position, is often prohibitively small – which is why, in many cases, engaging a search partner to deliver a full market search makes the best route to market… but before going out to search in the ‘passive’ market (candidates that are not actively looking for a new position) and to satisfy the desire to recruit effectively internally, a good advertisement campaign can be really effective, and lets face it, in some cases, all that you will get from engaging an external agency.
(For an alternative way of working with a proactive external partner please see here and contact us here!)
For many companies, the job advert is the first opportunity to market their brand to potential employees. You want to ensure that your advert inspires the right candidates to apply, so it is important to make sure it is clear, engaging and informative.
No matter how many job boards you utilise or how enticing your company benefits may be, if you fail to effectively communicate why your role is worth applying to, your organisation will struggle to attract the applications it needs.
In this blog post, we will guide you through the process of writing a compelling job advert that not only attracts top-notch active candidates but also ensures you receive high-quality and relevant applications. But before we dive into the specifics, let’s understand what a job advert actually is.
A Job Advert is…
An announcement that your company is hiring, giving an opportunity to showcase your fabulous organisation and the wonderful position that is open for applications. It is the content you post on job boards or upload to your company’s hiring page when you are seeking to expand your team. A well-written job advert presents an opportunity to put your company on a platform with a megaphone calling out to potential applicants and entice them to apply, ensuring that you attract the right individuals for the role and more importantly, that values based and behavioural alignment that leads to great culture and a team that lasts.
A Job Advert is not…
A Job Specification! It’s important to note that a job advertisement is distinct from a job description or job specification. While a job advert is outward-facing and designed to attract and excite the right candidates, a job description is typically used internally to outline the full responsibilities and expectations of the role.
Now we have thought about what the advert should and shouldn’t do, next is a step by step way to build your compelling job advert.
Step 1: Define your ideal candidate.
Before you start crafting your job advert, take a moment to envision your dream candidate. Marketers often talk about creating an “ideal buyer persona,” and the same principle applies here. What characteristics and qualifications does your ideal hire possess? By aligning your expectations and identifying the specific tasks and responsibilities of the role, you can create a clear vision of the type of candidate you are seeking.
Consider the following questions as you define your ideal candidate:
- What hard skills are essential for the role?
- What personal characteristics would be beneficial?
- Would a specific professional background be a good fit?
- How many years of experience are required? Is the role entry-level or more senior?
Once you have listed these characteristics, prioritise them based on importance. While it’s unlikely you’ll find a candidate who perfectly matches all your criteria, ranking them will help you identify the most critical qualifications versus the nice-to-have attributes.
Step 2: Structure your job adverts effectively.
While there is no rigid format for a job advert, a traditional structure that covers key components includes:
- Job title
- Salary
- Location
- Introduction to your business
- Highlight Company Benefits & EVP (Employee Value Proposition)
- Role and responsibilities
- Key requirements (qualifications and skills)
Feel free to modify this structure to suit your needs, but keep in mind that candidates typically expect certain elements to be included.
Step 3: Craft each section thoughtfully
When structuring a job advert, you can follow a traditional format that includes the following components, although it’s not mandatory and can be customised to your needs. Here’s a step-by-step guide to help you write a job advert that attracts your dream hire:
1. Job Title
In today’s hiring landscape, job titles play a crucial role. Job seekers primarily search for positions online, so it’s important to optimise your job title for search engine visibility. Consider the keywords and phrases your ideal candidate would use when searching. Don’t hesitate to test different variations and monitor your applicant pipeline to gauge effectiveness. However, ensure the job title also accurately represents the role.
2. Salary
Ideally, every job advert should include a salary bracket for several reasons. Firstly, it saves time by avoiding unnecessary back-and-forth discussions about salary expectations. It helps candidates assess whether the salary aligns with their expectations and your budget. Providing a salary range also adds transparency to the hiring process, reducing frustration for candidates.
3. Introduction to Your Business
In the world of hiring, emotions often influence decisions before logical reasoning. As applying for a new job is inherently aspirational, use this opportunity to communicate what makes your company attractive. Highlight exciting aspects of working with your organisation and explain why your dream candidate should choose your company over other opportunities. Each company is unique, so find ways to differentiate yourself. You can draw inspiration from how companies like Verve effectively convey their unique selling points. Take a few lines to introduce your company and its mission. 75% of candidates said the company’s mission, vision, value and culture were as important to them as the role. If you can highlight your company’s successes and unique selling points, this will help candidates understand your company culture and get a feel for what it would be like to work for you.
4. Highlight company benefits
Showcase the benefits of working for your company, such as flexible working hours, employee perks, opportunities for growth and development, and a supportive work environment. Showcase how your company invests in its employees to make them feel valued. Link this back to your EVP!
5. Role and Responsibilities
The role and responsibilities section is arguably the most crucial part of a job advert. Allocate extra time to craft this section carefully. Avoid using generic job titles that fail to provide a clear understanding of the day-to-day tasks. Candidates want to ensure the role aligns with their professional and personal development goals. Provide details about skill development opportunities, engaging work, and challenging tasks. If you lack personal insights, consult with experts at your company who can provide valuable input. This collaborative approach makes the job advert genuinely exciting for candidates. Consider incorporating specifics and framing responsibilities within a timeframe, such as “What will you achieve in the next 12 months?” to add tangibility and maintain the aspirational aspect.
6. Key Requirements (Qualifications and Skills)
Refer to the list you prepared outlining your dream candidate’s background and skill set. In this section, communicate any dealbreakers or essential qualifications that candidates must possess. Clearly state your expectations to attract applicants who are the right fit for the role.
7. Don’t forget to include a call to action*
At the end of your advert, include a call to action inviting candidates to submit their CVs or applications. Make sure you include all the necessary information, such as who to contact and how to apply.
Thanks for reading…
The components outlined above serve as the building blocks of a well-structured job advert. A well-written job advert can help you attract the right talent and build your brand image. By following these tips, you can write an effective job advert that showcases your company’s strengths, the job’s benefits and expectations and create a positive first impression on potential candidates.
Other ways to attract passive candidates (other than using an exceptional headhunting service of course) is to have a compelling Employee Value Proposition (EVP) – Click on the link to see my previous blog on how to develop yours to work for you.
Next Steps: A Passive Market Search…
Once the advertisement route has run its course the best next step in the hiring process is to engage with a search and selection organisation who will run a passive market search / headhunt process for the most likely route to success.
For more information – get in touch
