In today’s hyperconnected world, workers are learning the value of establishing their personal brand online, be it on social media or on career sites like Indeed. Being visible on the right platform can open up a world of opportunities for those seeking a more rewarding career.
The same is true for employers who want to reach high-quality candidates. How companies craft their job advertisements can leave a lasting impression on prospective employees early on.
As such, it is critical for hiring teams to choose their words in the job ad carefully to:
Convey the right information about the company and role
Amplify their employer brand message
Facilitate a great candidate experience
Build lasting relationships with active and passive candidates
Contribute to a more equal, diverse and inclusive talent community
The function of a job ad isn’t simply to summarize the qualifications and skills needed for a role or to describe the type of work that the prospective candidate will have to perform.
From the vantage point of strategic HR, an effective job ad should also include essential details about the employer, such as its corporate mission, values, culture, compensation, benefits and total rewards. More importantly, the ad sets the tone for the kind of recruitment experience a candidate can expect.
In fact, the clarity of the job description/job ad is the most important factor contributing to a positive and successful candidate experience (76.2%), according to Indeed and People Matters Recruitment Outlook 2022.
How job ads connect employers with talent
Companies typically populate their career sites and own social media pages with job openings. Others tap the help of third-party recruitment specialists. Ordinarily, the usual stuff will work. Candidates see the job ad, inquire through available channels, and submit their resumes to the HR department.
However, with India continuing to grapple with an increased candidate withdrawal rate (58.1%) and a limited candidate pool (44.7%), such a linear process fails to engage a more diverse set of candidates.
To widen their candidate pool, more than seven in 10 employers in India (73%) turn to job boards, career sites and job aggregators, research from Indeed and People Matters found.
How to communicate the right message in your job ad
There are many ways to reach a more diverse talent pool, but the simplest one is to start with refining your job ads. Here are some ways organizations can revamp their job postings and ensure they convey their employer brand message more effectively.
Make sure your job title is specific. Targeted job titles attract more candidates than generic ones, so include key phrases that describe the role precisely. Avoid using technical language such as “III” or “IV.” Instead, use simple terms such as “Senior” for easy comprehension.
The job summary provides a bird’s eye view of what the employee will do within the company. It contains a snapshot of the role and job scope and introduces candidates to your company and brand. An effective job summary is concise but attention-grabbing. Don’t just provide your expectations for the role. Instead, hook the reader with details about what makes your organization unique then summarize why a candidate should work for you by including highlights about your company culture.
Job duties and responsibilities
Unlike the job summary which gives the overview, the section on duties and responsibilities describes the fundamentals of the role. To convey the right message, ensure that your list emphasizes basic tasks as well as those that require some specialization. For example, adding a point about “Leading a team of 12 software engineers” helps candidates visualize the leadership aspect of the role and the size of the team they will manage.
Make sure to highlight the daily activities required for the position. This way, candidates can understand the work environment they will be exposed to regularly. And to help your candidates see the bigger picture, indicate whom they will report to and how they will function within the company.
Qualifications and skills
Most companies require specific education, experience, knowledge, skills and abilities when hiring a prospective employee. In your job advertisement, include a list of technical skills acquired through education and formal training as well as essential life skills such as problem-solving and communication. Keep your list specific by identifying competencies that ensure success in the role.
Remember: writing concise but purposeful job advertisements can help ensure you attract the right talent for the right job.