Job advertisements

The job is a product.
It’s necessary to write an effective job advertisement.
The readers of the job adverts are potential customers.

The aim of the job advertisement is
to attract attention and interest;
to communicate quickly and clearly the essential (appealing and relevant) points;
to provide a clear response process and mechanism.

AIDA format
Job adverts and recruitment processes should follow the classical AIDA selling format:
A – Attention
I – Interest
D – Desire
A - Action

Good job advertisements must
- attract attention from appropriate job- seekers by establishing relevance in the minds of the ideal conditions,
- build interest to the information in an original way;
- create desire by pursuing what looks a great opportunity,
- provide a clear instruction for the next action or response.

Principles of job adverts
Avoid the following traps:
over-designed graphics (distracts and slows reading);
extravagantly presented layouts and words (distracts and slows reading);
too small or too large type-style;
capital letters;
lots of words in italics;

- printing in daft colours or tints against a coloured, patterned or picture back ground;
clever or obscure headlines;
coded communications;
too much technical details about the job or the company;
too many words;
boring description of roles;

too much emphasis on the job and not enough on the person;
weird advert box shape;
huge half-page or whole page or double-page spreads.

Job adverts writing tips
Use one simple headline and make it relevant and clear;
describe (in an inspirational manner) the main purpose of the role;
use simple language to make an advert easily to read;
use the language that your reader uses;
use short sentences;
use short-sized paragraphs;

use simple type-styles (Arial, Tahoma, New Roman Times etc.);
use 12-20ish point-size for headings and subheadings;
use 10, 11, 12 point-size for the main text;
use simple black (or dark) colours on a white (or light coloured) background;
try to incorporate something new, innovative, exciting, challenging (people are attracted to new things)

stress what is unique;
job advert statements and descriptions must be credible;
remember AIDA.

Job advert items
Job title
Employer or recruitment agency
Job base location
Succinct description of business
Organization/ location activity and market position and aims
To whom the position reports
Outline of job role and purpose – expressed in the “second person” (you, your etc.)

Indication of scale, size, responsibility, timescale and territory of role (full-time, part-time, permanent, contract)
Outline of ideal candidate profile (expressed in “second person”)
Indication of qualifications and experience required
Salary or salary guide
Other package details (pension, car, etc.)
Contact details (address, phone, fax, email)