Build great Teams – People management

Job Adverts Are Sales Pitches

Job Adverts Are Sales Pitches

When it’s time to recruit, how do you create your job adverts? Do you take the job description and use that to advertise? Well you could – but it’s not very sexy. It’s a factual, but somewhat dry document that’s a great starting point for getting your thoughts in order and to use as the basis for performance management. It’s not likely to grab someone and say “This is the job I want!”

Job adverts need to tell a prospective candidate what the benefits of joining your company are over a similar company, as well as tell them what the job involves. They need to engage the perfect candidates so they apply for your job. If they don’t apply, you won’t know they exist, so you certainly won’t be able to hire them.

Job Adverts – Think Benefits

Think of your job adverts as you would sales opportunities. In Sales, you share the benefits of buying and then make it as easy as possible to buy. You’re essentially selling a job. So share the benefits of working for your company and make it easy for candidates to apply..

Rewrite the keys parts of your job description to be appealing so that a potential candidate will act on it. Add information about your company and why it’s great to work for your company. Present the most relevant information about what the job involves in a persuasive way. Tell the prospective candidate exactly what you want them to do next.

Where To Start?

Start by creating a description of why your company is the place someone would want to work. Briefly include what your company does, what it’s like to work there and why that’s great! Get your team to contribute, and ask clients what they think of your company from the outside. Your perspective may be narrow, so get as much feedback as you can from others. That will help you really sell it to someone else.

Then let prospective candidates know what you’re looking for. Take the list of requirements in your job description and re-write it in a persuasive way. Include any specific experience, certifications, qualifications that are required. Required items need to be demonstrated before you hire someone. They are things you are not expecting to have to train someone to do. You might also include desirable skills or qualifications. These are things that are not essential, or that you could train someone to do. Make it as clear as possible what an ideal candidate looks like so someone can recognize if it’s them.

Make It Easy

Finally, make it really clear what you want the prospective candidate to do next. Make it as easy as possible for them to apply. Clearly tell them what you need. Will they need to upload a CV? Do they need to complete an application form? Are you asking for a cover letter? What format should files be in? Include any deadlines for receiving CVs, cover letters, application forms etc.

If your job adverts are on a website – make sure you have an ‘Apply here’ button. That should take them straight to an application form or allow them to upload their CV. If you advertise in a newspaper or magazine, provide a phone number to call or a postal or email address to use. Tell them exactly what you want them to send to you.

Use A Template

Create a template containing the following sections:

  • Job Title. Double check it is self-explanatory, because it’s often the main keyword searched on recruitment sites.

  • Company description. A simple, to-the-point sentence about your company. What it does, what it’s like to work there, and why it’s great. Include the location and mention if the job involves travel or time away from that location. Sell it, don’t just state it.
  • The job. Include the key responsibilities as sentences and make them persuasive. Mention reporting lines (up and down), and include required as well as desired skills, qualifications etc. Include any physical demands that might affect someone’s ability to do the job, and which cannot be avoided. You may include a salary range.
  • Action to be taken. Tell the candidate what documents and information you want to see, and tell them how they can get this information to you. Make it as easy as possible because as soon as something becomes complicated, people give up.
  • Include the date the advert was used and where you used it to help you measure how well different job adverts worked. Edit a successful advertisement in the future rather than starting over each time.
  • Don’t forget to take care when writing job advertisements to avoid discrimination and stereotyping. Aim to attract candidates from diverse sources and make sure your job advertisement does not violate the Equality Act of 2010.

    My Question To You

    How do you write your job adverts? How successful are they in finding your ideal candidates? If this is something you would like to discuss or would like some help with, contact me at You can also buy my book Accelerate to Team Success which is available as a paperback or on Kindle.


    About the Author:

    Nikki Faulkner photo Dr Nikki Faulkner founded Mulberry Bush Consulting to work with business leaders and their teams to make the 'People' side of their business as effective as possible. Mulberry Bush Consulting's specialty is helping small businesses who are new to having employees and helping businesses who are growing rapidly and increasing their employee-base at a rate that is creating a significant challenge.

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