How to Create Job Ads that Convert

TOP 10 TIPS FOR RECRUITERS

How to Create Job Ads That Convert

In today’s battle for top talent, it’s harder than ever to reach and engage quality candidates. To attract the best of the best, your job ads must be catchy, easy to digest and sell not only the role but your organisation too.

Here are our top 10 tips to help you create job ads that deliver, and some effective real-life examples.

1. Choose a straightforward job title

Search algorithms pick up significant keywords, so keep them relevant; weak or meaningless descriptions — ‘Hero’ or ‘Ninja’ get passed over. Search tools don’t like shortenings or abbreviations, so write out ‘Senior’, not ‘Sr.’, ‘Vice President’ not ‘VP’, for the best search results. An internal job title may not be what the market calls it or how candidates search for it, so think more widely. And targeted titles are more effective than generic ones: spot the difference between ‘Marketing Manager’ and ‘Marketing Events Manager’.

2. Be specific with the role description

If your description is too broad, everyone in the market will apply and you’ll be sifting through hundreds of the wrong kinds of CVs. However, a description that’s too prescriptive may deter great candidates from applying.

It’s a fact that men apply for jobs when they meet 60% of the criteria, but women apply only if they meet 100%.1 Clearly differentiate ‘must-have’ (minimum) and ‘nice-to-have’ (preferred) skills and qualifications and keep them short and simple.

3. Sell the job!

Want to land your company’s next star employee? Open the role description with an attention-grabbing first paragraph that speaks directly to the job seeker. What’s in it for them? This is your sales pitch to potential candidates; don’t fall into the trap of putting the ‘about us’ description first. Your opener should include three to five things that applicants will find exciting about the role (team, culture, challenges, goals) to hook them in, make them want to read the whole ad — then apply! Your company story can sit neatly on the end.

4. Let them know what you offer

Job seekers take these five considerations into account:2

  • salary and remuneration
  • location and commute
  • work-life balance
  • benefits
  • career advancement opportunities

Over 40% of Millennials say they select an employer based on their health and wellness benefits.3 Be upfront about the pay (check if it’s competitive on Glassdoor), office hours, training opportunities, working from home policy and anything else you offer that piques applicants’ interest and makes you stand out from other employers.

5. Tell your company story

Are you an established company with a long history and tradition? Or are you a young start-up with unicorn ambitions? A company story markets your brand and injects personality into the ad. In your ‘about us’ section, fly the flag for your organisation: who you are, where you’ve come from, and what makes you special. The brand really matters to job applicants: as review sites transformed how we choose restaurants and holidays, employer reviews really impact on how job seekers select companies. 83% of employees research company reviews and ratings when deciding on where to apply for a job4 — smart employers recognise this and engage accordingly.

6. Language and formatting matters

Although search engines love text, dense and lengthy paragraphs are off-putting to read. Break up the text and make it scannable using subheads and bullet points. Less is more, so make every word count. Keep language plain and simple; address ‘the ideal applicant’ as ‘you’ and avoid internal jargon and acronyms. When you copy and paste text, avoid formatting errors. Finally, get someone else to proofread it before you post it.

7. Simplify the application process

Great candidates don’t have time for complicated processes. Make applying simple and convenient via mobile, including a clear call-to-action button to your careers page, an applicant tracking system (ATS) or email. Don’t leave candidates wondering if their application reached you — direct them to a ‘thank you for your application’ screen or send them a confirmation email.

8. Learn from others

How do other companies position similar roles to yours? Keep your eye on what strategies the competition is using to attract quality candidates. When you’re informed about what’s going on in the market and your research is up to date you’ll be able to do the same (without copying, of course).

9. Get in front of the candidates you’re looking for

Are you on the right platform to attract the best candidates? Can you target job seekers based on their occupation, location, behaviour, and interests? Glassdoor sees 57 million unique visitors each month5 and 71% of UK users say they come to Glassdoor for their job search.6 It’s the number one reason UK users visit Glassdoor. 68% of Glassdoor users in the UK have a university degree.7 These candidates have already done their research and are more likely to be recruited and stay — they’re the ones you need to get in front of.

10. Use analytics to understand what candidates search for

Are you an evidence-based recruiter? When you use comprehensive data analytics to understand the demographics of people engaging with your profile, see how you perform against competitors, track changes and watch improvements over time, you’ll be able to focus resources on what drives the most ideal candidates. With Glassdoor, you can monitor which of your jobs generate the most interest and which need more help to get noticed, who you’re attracting and how well these job searchers meet your hiring criteria.

How Glassdoor Supports Recruiters:
  • Advertise your open roles to highly-qualified, informed candidates on the most transparent jobs and recruiting marketplace
  • Promote your employer brand alongside the user-generated information that candidates trust most
  • Optimise your recruiting strategies with powerful analytics that no other job site provides

Citations

1. Source: Harvard Business Review, Why Women Don’t Apply for Jobs Unless They’re 100% Qualified, August 2014; 2. Source: Glassdoor Site Survey, August 2017; 3. Source: Bersin by Deloitte, HR Technology in 2017: A Disruptive Year Ahead, October 2016; 4. Source: Glassdoor, Harris Poll, April 2017; 5. Source: Google Analytics CQ1, 2018; 6. Source: Glassdoor UK Site Survey, August 2017; 7. Source: Demographic information by Facebook and Google for those users who registered with Glassdoor using their Facebook or Google account