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How to Write Job Advertisements That Attract Top Talent: Job Descriptions
| Guest post by: Peter Geisheker |
Article Overview: If you want to write a job advertisement that attracts top talent, here is step-by-step system for how to do it.
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How to Write Job Advertisements That Attract Top Talent: Job Descriptions
If you want to write a job advertisement that attracts top talent, here is step-by-step system for how to do it.
AIDA
AIDA stands for Attention, Interest, Desire and Action. When writing your job advertisement, understand that your goal is to attract talented and qualified candidates to apply to your job opening. This may seem obvious but many of the job postings I read seem to do everything they can to scare away candidates. AIDA helps you attract qualified applicants by grabbing their attention, sparking their interest, creating desire and generating action.
ATTENTION
The role of your job title and lead paragraph is to grab the job seeker's attention. Exciting job titles attract candidates to click on your job advertisement to learn more about your opportunity. Your lead paragraph must expand on the statement made in your job title and the excitement it created. Therefore, if your job title says, "Wanted: VP of Sales--Exciting Entrepreneurial Opportunity!" your lead paragraph should explain why this job is such an exciting entrepreneurial opportunity.
INTEREST
In this section you will build interest in the job opportunity and your company. Describe the details of the job and the job requirements. Tell the candidate in simple language what she will be doing on a daily basis and the challenges she will face. Explain what it is like to work for your company and why the candidate should want to work there. Your job is to make talented job seekers interested in this job opportunity and in your company by showing them how this job will both benefit and challenge them.
When listing job requirements, only list experience and skills that are an absolute must have. Don't scare away talented candidates by creating a "wish list" of job requirements that is a mile long. Listing too many "must have" skills and/or experience requirements is, without a doubt, the biggest mistake recruiters make. A good way to approach job requirements is to determine if your company can or cannot teach an employee these skills. If you are unable to teach a skill that is essential for job performance, then it is a required skill. But if you can teach a skill, you have just created a job benefit--on the job training. And learning new skills is one of the most powerful selling tools for attracting talented job seekers.
DESIRE
In this section you will build desire to work for your company. You will do this by listing the direct benefits of working for your company and how your company will improve the job seeker's life. Realize that job seekers, like all consumers, are interested in what is in it for them. Answer the question before it is asked--tell them how working for your company will improve their quality of life.
One of the most powerful tools for increasing a job seeker's desire to work for your company is to list what your job pays. Some recruiters believe that you should not include pay in a job ad because you are trying to attract people that are interested in the job, not what it pays. I find that I attract more candidates when I include pay in a job ad. And job seekers have told me that they are more motivated to apply to a job that lists pay than to a job that does not list pay. Therefore, one of the easiest ways to increase the amount of candidates applying to your job is to tell what it pays. If your company offers a bonus program, list that too.
Examples of benefits that increase a job seeker's desire to work for your company include:
Great pay or pay that exceeds the industry standard for that specific position
On-the-job skills training-list the skills the employee will learn
Pay raises when new skills are mastered
Tuition reimbursement
A company car
Free or low cost (to the employee) medical and dental insurance
A flexible work schedule
Better-than-average vacation incentives
Performance bonuses (more vacation, money, prizes, etc.)
Scheduled pay raises-list the time frame to the first raise
Opportunities for promotion
Free onsite cafeteria
Onsite gym
Onsite daycare
Opportunities to telecommute
A beautiful office
401(k) plan
You should also consider including a testimonial from a company employee telling why he or she loves working for your company. An employee testimonial is a very powerful motivational tool.
ACTION
The last section of your job ad is the call to action. This is where you motivate the job seeker to apply to your job by email, online form, fax, telephone, or snail mail, or in person. Most recruiters take it for granted that a candidate will apply to their job ads without being asked to apply. However, by simply asking the job seeker to apply, you will get more responses. And don't just ask them to apply. Use exciting action phrases to motivate the job seeker to apply now! Action phrases that motivate job seekers to apply to your job include:
Don't miss out on this great opportunity-Apply Now!
Apply Now--We're looking forward to reading your resume!
This opportunity won't last long, so please apply today!
Take Charge of Your Career and Apply Now!
APPLY NOW SO YOU DON'T MISS OUT! YOU'RE GOING TO LOVE WORKING FOR OUR COMPANY!
OTHER TIPS
Use short sentences and simple language. Job ads are not the place to show off your vocabulary or technical knowledge. Keep it simple.
Write your job posting as if you were writing a letter to your best friend. Keep it warm and friendly. This will make your company appear to be a friendly place to work. Job seekers don't respond well to job ads that are cold and corporate.
Break up long paragraphs into short paragraphs. This makes your job ad easier to read.
Use bulleted lists when possible. They are easier to read than paragraphs containing lists.
I encourage you to use AIDA to help write job ads that sell the job and sell the company.
How to Write Job Advertisements for Human Resources Manager
Most of the Time Talent's Not Enough
Human Resources Job
Banner Advertising A Cash Generation Opportunity
LEADERS LOVE FORMULA : TALENT+ EXECUTION.
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