What’s it: A job advertisement, or job ad, is an advertisement to attract candidates to fill vacant positions in your company. It contains what vacancies, related duties, responsibilities, requirements, and possibly, benefits you offer. You may post it on local media, job search sites, or your company’s websites and social media. In addition, you may post it on a bulletin board or via the intranet for internal recruitment.
A job advertisement is important because through it you are trying to get quality employees. So, when many people apply, your chances are better at getting the candidate you want. And, it requires you to create attractive and well-targeted ads. So, those who apply are qualified candidates.
How to create a job advertisement?
Advertising a vacancy requires you to consider several aspects such as content, advertising media, and costs. You should create detailed job descriptions and job specifications to attract candidates. It does not only explain what positions are vacant and what their duties and responsibilities will be. But, it also contains about what are the requirements to apply.
The next decision is about advertising media. Advertising media affects not only the cost, but also its effectiveness in attracting candidates to apply.
You may put it up in conventional media such as newspapers. Or, it’s on digital media like job search sites. Or, you place it on your company’s website and social media.
Meanwhile, if the vacancy is for internal recruitment, you may post it on the company intranet, bulletin board, or pass it on via company email. Internal recruitment means filling vacant positions in your company with your current employees. In this case, potential candidates are more limited than external recruitment.
Lastly is the cost. The media you choose determines the costs you bear. For example, digital media may be a cheap and effective option because of its wide reach.
Job ad contents
Job advertisement content can vary between companies and between job types. Generally, it includes the following items:
- Job title – the vacant position you are offering to apply for. It’s usually made to stand out, so it’s easier to read when people see it.
- Job description – brief information about the duties and responsibilities for the position you are offering. You might include a short sentence about why you are hiring a new employee – usually before detailing the duties and responsibilities.
- Job location – where the candidate will work later, at the head office, in a branch, out of town, or abroad.
- Requirements – what the candidate must meet to apply. It may be personal qualifications, skills, and qualities.
- Compensation – the salary and benefits you offer applicants. You may present it implicitly and not mention how many dollars.
- How to apply – how the candidate submits his application, whether by email or online. It also explains what documents have to be submitted.
- Application submission deadline – when your offer expires.
- Company profile – who your company is and what industry it operates in. You may also need to highlight your company’s reputation to attract candidates, which could be why candidates are willing to apply to your company.
Factors to consider
Creating job advertisements is quite simple. You only need to fill in the items in the ad content above. But, how it can attract as many qualified candidates as possible is the challenge.
Three factors you need to consider for your job advertisement to attract candidates effectively. First, you define and choose the right target. Then, you give the candidate a compelling reason to apply and highlight the core message.
Choose the right target.
You must define and determine the target applicants you want. Who will you recruit? It affects the media you will use.
See what positions you are offering and who should be applying. After that, you decide where you should place your ads.
Placing job advertisements to the right target is important. You can attract more applicants with the qualifications you need. Thus, it increases your chances of selecting the best candidate from the best.
On the other hand, if you place your ad in the wrong place, you may face fewer applications. Some quality talent may not apply because they didn’t see your ad. And they don’t know you need them.
Or, you face many applications but few qualified and exceed your expectations. As a result, it can waste your time screening incoming documents and selecting them.
Give the candidate a compelling reason to apply.
You have to give the candidate a solid reason. You should explain why you need them and why they should submit an application.
You may have to highlight who your company is. For example, you might highlight your company as the biggest player in the industry with a great experience.
Or, you highlight what you have to offer the candidate. It may be about a good salary, benefits, or career opportunity.
Highlight the core message.
You make the title and description as attractive as possible. You must explain in detail but concisely what position you are offering and its duties and responsibilities. What you write affects candidates’ expectations. And, if they are elected, they will charge for it. If they don’t, they can be disappointed and leave your company quickly.
Other aspects are design and typography. An eye-catching ad design makes a great first impression, encouraging people to take a deeper look and read the content. But, on the other hand, people may ignore it and throw it away if it is ugly.
