An attractive job ad is one that only quality candidates with the required skills and genuine interest in the offered position will respond to. That is probably the dream of every HR professional. But how to turn it into reality? Read a practical guide that will walk you through the entire process and advise you how to do it.
Simply because it ultimately saves time and money. In essence, a job ad is an advertisement for a job that aims to attract the target audience and make them respond.
Thanks to a well-written job ad, you will attract better quality candidates and won't have to sift through a pile of irrelevant resumes. That's why it needs proper care.
What is essential for a user who views and clicks on a campaign to complete the action and respond to the job ad? The wording of the job ad. It is the attractiveness of the job ad text that determines how successful the entire campaign will be. 🎖️
Below we will guide you through what to watch out for and what points not to forget when writing a job ad.
In Czech online job boards, one common flaw often appears. That is when an HR professional takes the official job description and presents it on the internet as a job ad. But these two concepts are not the same.
A job description is a summary of all the essential information about a specific job position, which is only used for internal purposes.
A job ad, on the other hand, is advertising copy based on the job description. Its task is to attract and sell the job to candidates. In addition to practical information, it should also contain the advantages of the position and attractive company values.
a) Define your target group of candidates
Clarify who the ad is for. It will help you determine what content the job ad will have and in what tone you will write it.
A job ad for a warehouse worker will differ from one for data analysts or financial managers. However, each of them should find the right information in the text not only about the position but also about the recruitment process for each role, the team, and your company. Similarly, videos, photos from operations or offices, links to interesting articles, or the profile of the future supervisor will help you reach candidates and make a good impression.
b) Find out what really interests candidates
When writing a job ad, you can also help yourself with various industry surveys. Randstad regularly conducts independent Employer Brand Research that will tell you what motivates and interests employees most when choosing an employer.
The 5 most important criteria by which Czechs decide when looking for work according to this survey are: