5 Easy Ways to Boost Job Advert Effectiveness

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Keyboard with Web Traffic ButtonIt may be a stretch to suggest that there are any more secrets left when it comes to writing job adverts, but just a quick scan of job adverts on job boards and careers sites shows that many employers are missing a trick (well, several tricks) when writing their job descriptions. These job descriptions are not that well optimized to attract talent.

I have no doubt that some of the issues come from lack of awareness, but many of the issues stem from time pressurized employers just wanting to “get the advert up fast.” The trouble is studies show that the main reason for bad hires is rushing, and one thing which often suffers during a rushed hire is the initial job description quality – which can put you on the back foot from the beginning.

But, even if you are rushed, time pressurized, or not that skilled in job advert preparation, there are several simple modifications you can make to your job advert to make it more effective.

1. Maximum 250 words. Studies show that the average job seeker spends about a minute deciding on whether they are going to apply for a role. By my own estimates you can read about 250 words of content in a minute. So, if you want to ensure that the reader doesn’t tune out before reading all the pertinent parts of the job description, save your energy and keep it to 250 words or thereabouts.

2. Inverted Pyramid.  If you really must write a 500+ word job description, follow the inverted pyramid format for content presentation, used in the advertising and journalism world. Start your job description with the lead, which is the most critical info that might be around 30 words and could include some kind of hook or provocative question.

In the next 200 words or so, known as the body, you include crucial information that expands on the role and includes the most pertinent job information, key benefits, key differentiators, etc.

And the tail of the job description can follow this. The tail can include some additional content and background info, which further expands upon the role, the company, benefits, etc.

3. Avoid Cheesy Jargon. This is as far from making your company seem cool and hip. A study from Monster has shown that 57 percent of job seekers are put off  applying for a role that includes jargon, and 40 percent say they see job titles that they don’t understand.

4. Include some personality in the job description. Job seekers are increasingly being drawn to companies due to the culture, so write in a tone and style that reflects the culture and personality of your business – and you will attract people more likely to fit that culture.

5. Include video. Now, not all job boards will enable you to embed or link to an employer branding video, but if you can, do so. A CareerBuilder study shows that you will get 12 percent more applicants as a result.

What other simple methods do you know of to boost job ad effectiveness?

By Kazim Ladimeji