By Annalena Morris
Before writing your next job advertisement, take time to consider what applicants actually want to see. A great job posting template clearly outlines responsibilities, compensation, and your company culture. Make a strong first impression to attract the best talent.
Article Highlights:
- Including a clear salary range and specific benefits helps your job posting stand out to candidates.
- Watch the embedded video to learn how the SUCCESs mnemonic can improve your writing process.
- Access more hiring resources and training videos through the SocialTalent Recruiter Academy.
- Describe your ideal employee profile to help job seekers picture themselves in the position.
- Map out potential career paths to show applicants how this position supports their long-term growth.
What Do Candidates Actually Want From a Job Ad?
Before you set about writing the most amazing job advertisement that was ever written, you must take some time to consider what your applicants actually want.
For many applicants, your job ad may be their first real introduction to your company. Some may never have even heard of your company before they see the role.
First Impressions at Scale
That’s a lot of people who will be hearing about your company for the FIRST time through your job ad. Better make a good first impression!
Let’s have a closer look at building the perfect job advertisement now that we know the components.
What Does the Perfect Job Ad Look Like?
To create truly great job ads, try using the SUCCESs mnemonic.
- Simple
- Unexpected
- Concrete
- Credible
- Emotional
- Stories
- S– we’re gonna be honest, this is here to make the word success make sense!
What Your Job Ad Needs to Explain
With such a high number of people knowing so little about your company, it’s vital to convey as much information as possible about what your company does.
Do not assume that the applicant knows:
- Anything about your company
- Anything about your product
- What makes you different
- Why others work with/for you
You have to lace all of this information throughout your job advertisement to really capture the applicant’s imagination and interest.
What Candidates Say They Value Most
When job applicants are deciding whether to apply, they want more than a vague summary of the role. They want clear, practical details that help them understand what the job involves and whether it’s right for them.
When job applicants were asked, “What is the most valuable job-related content to you?” the following were their top answers.
Job Description – The First Impression That Counts
This is often the first introduction the candidate has to your company. It’s hugely valuable to job seekers.
A strong job posting template will clearly outline the job title, key responsibilities, qualifications, and application process so candidates have everything they need upfront.
Salary Range
Only 22% of employees list the salary in their job description. This gives you the chance to really make your job advertisement to stand out.
Being transparent about compensation – especially including a salary range in your job ad – is one of the top things candidates are looking for, and most of your competition isn’t providing. Take advantage!
Benefits and Your Employee Value Proposition
Job seekers want to know about what sort of benefits a potential employer could offer.
Highlighting your employee value proposition, from flexible work schedules and paid time off to career development opportunities, helps your ad stand out and attract the right candidates.
Successful Candidate Profile
Many job seekers want you to describe what a great employee would look like. Be specific: include the qualifications and experience required for the role, along with any certifications or licenses.
Skills-First and Inclusive Language
It’s also worth using skills-first language and writing inclusive job descriptions to reflect your commitment to diversity and inclusion.
Only 33% of employers talk about what their ideal employee would look like, so this is another huge opportunity for your advertisement to attract job seekers.
Career Path Examples
Accepting a job is a huge milestone in people’s lives. Applicants are looking for an understanding of the different career paths that are available if they were to accept this role.
The job must be presented as a stepping stone in their career with clear paths for internal mobility and progression into other roles over time.
Only 49% of employers do this, so over half are not explaining what sort of career the job seeker can expect from this role. Map out the potential career paths that an applicant could pursue from this role. This gives candidates a clearer reason to apply.
What to Include Before Publishing Your Job Ad
When you tie all of this together, you have the recipe for a great job ad that will provide the applicant with all of the information they feel is most important to them as a job seeker.
Before publishing, make sure your ad clearly states the work arrangement, whether remote, hybrid, or on-site, along with the closing date, start date, and instructions on how to apply.
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