Creating an attractive job ad can be challenging, but knowing how to write a job advertisement is critical to attracting top talent to your organization. With HRavailable let’s take a look at why job ads are so important, how they differ from job descriptions, the necessary elements, and some tips on how to write a job advertisement that will get the attention of the best candidates.

When the right job seeker clicks on your job posting to learn more about the opportunity, you're one step closer to converting them into an applicant. But if your job posting doesn't provide them with the right information, or if it doesn't compel them to apply, they will, unfortunately, hit the "Back" button instead of applying. With that in mind, your job postings must give your target candidates the information they want and need. The majority of this essential information will be in the Job Description and Skills section of your job postings.

What is a job description?

A job description is a document written by an employer that lists the tasks and responsibilities of a specific role along with the skills and experience needed to qualify for the position.

The Job Description and Skills section of your job postings should provide a clear and concise snapshot of your open position. This way, job seekers can easily understand the key responsibilities, tasks and skills your job requires. By communicating your expectations clearly, job seekers can make better decisions on whether or not they are qualified to apply.

How to craft a great job posting effectively?

Knowing how to write a job posting is key to attracting the attention of top job prospects. You’ll want to spark the interest of potential candidates by outlining the overall job duties, highlighting the main responsibilities and requirements, as well as explaining why your organization is a good one to work for. Here are four steps that will help if you’re wondering how to write a job advertisement that will attract strong applicants.

1. Describing the Position

An effective job description typically contains two components: an overview of the role and the job responsibilities. You should only highlight the most significant information in these sections so that description is succinct and easy to digest. Although content is important in a job posting, job seekers will become overwhelmed and disinterested if you stuff too much information into one paragraph.

2. Summarize the Role

The position overview is typically written in paragraph form and gives job seekers a general idea of what they’ll be doing day-to-day. Be sure to talk directly to the job seeker rather than saying “the incumbent" or "the right candidate." This will make the job ad feel more personal and encourage your potential candidates to envision themselves performing the job.

Keep your statements short, but don't be afraid to incorporate descriptive words to make them more interesting and exciting. You may also want to explain why this job is such a great opportunity and how the role ultimately helps your company achieve its mission.

3. Keep the job's requirements clear and realistic.

This section will be your ad’s most sterile, so don’t close with it. Stick it in the middle, sandwiched between two sections that highlight promise and opportunity.

Keep your list of requirements only as long as it needs to be. You don’t want to scare great candidates away with trivial prerequisites. You also don’t want to engage and inspire unqualified people with a shortlist.

4. Make it Easy to Read

An effective job posting will have enough information to appear attractive and thorough but will avoid highlighting tasks that are not essential functions of the job. A laundry list of extremely similar skills should be summarized to avoid tedious reading.

5. Share Organizational Summary

In addition to education and experience, cultural fit is extremely important when it comes to selecting the appropriate candidate for your open position. Use this section to highlight your company's mission, vision, and values so that the candidates can gain insight into what your company is all about. Also, include key attributes of your company culture and workplace to paint a picture of what it's like to work for you. Finally, list any personality traits that are common among your most successful team members.

6. Use strong verbs to describe the job's responsibilities.

Responsibilities are the job but they can also generate excitement and promise in a passionate candidate. Begin each bullet point of your job responsibilities with a unique, yet, fitting verb. For example, the role doesn’t "manage" people, it "shapes" them.

Once you effectively describe the job and its required skills, your job posting will clearly communicate the job's expectations to job seekers. In return, the candidates who are right for the position will become more engaged and interested in your job. This will ultimately boost your response quality, and help you get that much closer to finding the ideal candidate you’re looking for.

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