5 Ways to Make Your Job Ads Work for You

Employers need to roll out the red carpet to attract top talent, says Lisa Frame-Jacobson, President of Feature Talent Builders, a human resources consulting firm.  

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So when writing a job ad take advantage of the opportunity it presents.

“Be creative and just as you sell products or services, sell candidates on both the opportunity and the company,” says Frame-Jacobson.

Below are 5 ways to make your job ads work for you:

1. Don’t be boring 

This is boring: “Seeking someone with 8 years of experience, backed by an MBA with a track record of implementing successful global brand products.”

It’s okay to say that because it clearly shows some of the expected experiences and education of the candidate you are looking for – but add some life to it!

“Candidates pass over boring job ads that read like a list of stressful, demanding, boring responsibilities,” says Laura Mazzullo, HR Recruitment Specialist and President of East Side Staffing in New York City.

So, get them excited by telling a story…

2. Tell a story

What will their day look like, who will they be working alongside, what are some perks/benefits your firm offers? Do so by saying this: “You’ll spend your day working on projects with a diverse client base of industry-leading movers and shakers, completing work that will be seen by thousands of people worldwide, all while working with the latest and greatest technology in our state-of-the-art open office loft-style setting in the heart of downtown.”

Think of your job ad as a marketing opportunity. Partner with your marketing company, if needed, says Mazzullo and paint a picture of what it’s like to come to work at your company every day.

3. Promote company culture

Cultural fit is important for any role in any size company, points out Jena Brown, an independent recruiting operations and brand strategist. What’s your story and how does that tie into your values? Are you a 140-year-old company built on family values and longstanding relationships? This could entice the working parent to apply at your company. Are you a tech startup? If so, point out how you’re “looking for that entrepreneurial-minded go-getter looking to be a part of the next big thing” when describing the right candidate. Committed to a cause? Highlight the opportunity to volunteer with charitable organizations by saying something like “seeking employees who embrace the chance to give back to the community.”

4. Speak to the candidate

Focus on the individual by creating language that speaks directly to the candidate. Language such as “You will” You are” and “You can” does just that, says Frame-Jacobson.

5. Highlight perks not just benefits

Benefits and a 401K match are expected. So reference those in the ad, but look beyond traditional job ad language. Do you provide paid company training, the option to work from home two days a week, transportation reimbursement or casual Fridays? Get creative:

“You can advance in this role through our generous company-paid training. You will avoid that stressful commute by taking advantage of our optional transportation reimbursement plan and the option to work from home two days a week. We take our work seriously, and know you will too, but our causal Friday dress code is a hit among our employees when you all head to our famous Friday happy hours.”

Stand out by being creative, thinking from a job seekers perspective and selling the job seeker on both the job and company.

“Today’s candidate wants to envision your organization as great place to work and build a career,” says Mazzullo. “Your job advertisement is often the first step in doing just that.”

Written by

Matt Krumrie is a career columnist and professional resume writer who has been providing helpful information and resources for job seekers and employers for 15+ years. Learn more about Krumrie via resumesbymatt.com, connect with him on LinkedIn (www.linkedin.com/in/mattkrumrie/) and follow him on Twitter via @MattKrumrie.

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