With data showing that around 12.7 million people in the UK are actively job hunting each day, it is essential that your job advert is attractive and that candidates don’t simply scroll past it.
Writing a job advert may seem like a straightforward task, but creating one that stands out, attracts the right candidates, and is legally compliant can be more challenging than you might expect as an employer. A well written and structured job advert can save you time, reduce recruitment costs, and ensure you receive interest and applications from relevant candidates of a high quality. Here’s a guide to writing an attractive job advert that strikes the perfect balance between clarity, compliance, and appeal.
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Start with a Clear Job Title
The job title is the first thing candidates see, so it needs to be clear, concise, and accurately reflect the role. Avoid jargon or overly creative titles that may confuse potential applicants. A clear job title also ensures that your advert appears in relevant online search results and it sets the right expectations from the start.
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Write an Engaging Job Summary
The opening paragraph of your job advert is crucial for grabbing the candidate’s attention. You need to summarise the role in a few sentences, highlighting the key responsibilities and how the position fits into the company. Use positive and inviting language, but keep it factual.
For example you could write, “We are looking for a dynamic and experienced Marketing Manager to lead our growing team. This role offers the opportunity to shape our brand strategy and drive impactful campaigns. If you thrive in an environment which values teamwork and you have a passion for digital marketing, this is the role for you.”
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List Responsibilities and Requirements Clearly
Rather than writing lengthy sentences try to break down the main responsibilities and key requirements of the role in your advert by using bullet points. This makes the advert easier to read and ensures candidates can quickly assess if the role is suitable for them or not.
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Highlight Company Culture and Benefits
In today’s highly competitive job market candidates are not just looking at what the salary for a role is. They want to know about company culture, what makes the business unique, if there are opportunities for flexible working, what their career path looks like and if the company ethos matches their own. It is vital therefore to include a section on company values, the team environment, flexibility, staff development and any perks or benefits on offer.
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Address Legal Compliance
Employers must ensure that their job adverts do not breach the Equality Act 2010. This means avoiding discriminatory language and ensuring the advert is inclusive to all potential applicants.
Key Tips:
- Avoid gender specific language
- Be cautious with age-related phrases like “young and energetic”. Instead, use “motivated” or “dynamic.”
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Common Pitfalls to Avoid
Even well-intentioned job adverts can inadvertently put off great candidates. Here are some common mistakes to avoid:
- Being Too Vague: Lack of detail leaves candidates unsure about the role. Be specific about responsibilities and expectations. Candidates typically want to know the salary or salary range for the role, avoid using, “competitive salary”, or “salary to be confirmed”.
- Being Too Long: Adverts that are too lengthy may lose the reader’s interest. Aim for keep the advert succinct but informative. Don’t just copy and paste the full job description into the advert wording.
- Unrealistic Requirements: Asking for excessive experience can deter talented but less experienced applicants. Focus on essential skills and be flexible where possible.
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Good vs. Bad Wording Examples
Below are brief examples relating to the same job, the first is what you are aiming for when writing your advert, the second is how not to write it.
Good Example:
“We are seeking a motivated project manager who has experience leading diverse teams. The successful candidate will have excellent organisational skills and a passion for delivering high-quality results.”
Bad Example:
“Looking for a highly experienced project manager who can handle everything and has been in the industry for at least 10 years. Only the best need apply.”
The first example uses inclusive and encouraging language, while the second may discourage candidates who do not meet every single requirement, and those requirements may not even be justifiable.
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End with a Strong Call to Action
Close the advert by guiding candidates on how to apply for the role and what the next steps are. Include a deadline for applications and any additional instructions.
Crafting an effective job advert takes time, but by following these guidelines, employers can go a long way to attracting the right talent to help their business to grow and succeed.
Do you have any questions about today’s blog, need help in becoming legally compliant with contracts/policies or can we support you in taking away any people pains to give you peace of mind?
If you answered yes to any of the above, just give us a call at CUBE HR on 01282 678321, or book in a FREE 30 Minute HR Health Check here FREE HR Health Check and we’ll happily give your business a full HR overview with our personal recommendations absolutely FREE!
Why not also check out last weeks blog A Guide to Employee References
We also have a YouTube channel with loads of handy videos outlining various HR related scenarios.
