In times of a shortage of skilled workers, it is particularly important that companies are well positioned with their job advertisements. But what does a successful job ad include? In this article, we give you an overview of the most important points that you should consider for your job ads in order to attract suitable talent to your company directly via the career page.
1. First be found good, then be considered good.
Before inspiring, there is first of all to be found. Therefore, in addition to an appealing design, the be-all and end-all for job advertisements is always the choice of appropriate keywords: A job title should be clearly stated, customary on the market and unambiguous. Avoid putting too many terms in the title or making up funny fantasy titles, otherwise the majority of the talents will probably neither find you nor take you seriously. So always choose a job title that the talents will most likely search for on Google. After starting a job at LinkedIn, the senior software developer can still give himself the job title “Javascript Unicorn” if it makes him happy.
We have summarized everything you should also consider for optimal findability on Google for Jobs in another blog article, which is linked below.
2. Know the target group. One size does not fit all.
We would love you The one perfect recept for an effective job ad. The only problem is that it doesn't exist. Because what a female IT specialist in her 40s finds appealing doesn't have to apply to a male marketing colleague of the same age. And both probably value other things than trainees who are fresh out of school. This doesn't mean that you have to use a different writing style for every job ad, but that you should focus on various company benefits or requirements accordingly.
3. Job descriptions: Better clear and clear than flowery and dissolute
A job advertisement is not a novel and should primarily be convincing with the right information. You should therefore avoid filler words and style blossoms as much as possible. Talents must immediately recognize what you expect from them, which qualifications are desired and what benefits your company offers. Specific information about the tasks, the workplace and the company is crucial — and as concise and as concise as possible!
When formulating requirements, remember: Not to search for the egg-laying woolly milksow with every job ad. Focus on the candidates' essential must-haves and most important nice-to-haves. Avoid vague or even unrealistic requirements that lead many (especially female) talents not to send their application in the first place — even if the job itself sounds exciting.
4. The look: multimedia and visually appealing
A job ad must contain a lot of information — it just shouldn't look like it. The so-called text desert look overwhelms candidates and ensures high bounce rates.
Here, recruiters can learn a lot from modern online shops: Just think of your favorite online shop. How does this convince you to graduate quickly? Probably not with a long text about the product - but rather with pictures, testimonials or videos. The same applies to digital job advertisements.
If you want to convince more applicants, you rely on:
- Impress with pictures and videos: Instead of talking excessively about how good the free canteen dinner is or how friendly the cooperation is, a few short and concise bullet points are enough, which are accompanied by pictures below the section.
‍ - Use testimonials: Almost every company reports a great atmosphere at work. If possible, let your team speak for themselves — in videos, pictures, or quotes.
‍ - Visually interrupt longer paragraphs: Subheadings for orientation, short and concise bullet points instead of continuous text. In this way, you help talents not lose track of the page.
‍ - Highly visible “apply” buttons: The aim of the job ad is to generate applicants. To do this, the buttons that initiate the application process with a click must be clearly visible. Ideally, these appear several times and not just at the bottom of the page.
‍ - ‍Use a system like the JobShop: With talentsconnect's JobShop, you can easily integrate videos and images or format your paragraphs so that job ads always look really good — on all devices. No need to call the expensive web agency!
If you follow these four tips as a rule of thumb, you'll definitely attract even more suitable talent to your company and make them click “Apply Now.” We wish you every success with your career site.
Photo by Christina Morillo On Pexels
