Writing a Powerful Job Posting
12 June 2014
Read by 3008 persons
Launching the recruitment process, writing a strong and catchy job posting remains a subtle art that follows specific rules.
What manager has never been torn when choosing the title or term that they think will make all the difference?
Effective title, catchy terms and phrases to avoid, discover the tips that will allow you to make your ad stand out and attract the best candidates on the market.
Defining a clear and precise title
Avoid titles that too often correspond to terminology specific to your company but do not speak to candidates. If you want, for example, to recruit an advertising manager, opt instead for the term "sales representative" which will be better understood by candidates.
The title should in no case be ambiguous, at the risk of not attracting the right target or not attracting at all.
Adapting the message to the candidate
Like the title, the content of the ad must also be adapted to the profile sought. You will therefore have to develop a specific message for each target, each person not being sensitive to the same information. A sales representative will thus prioritize, for example, information such as their area of intervention and remuneration elements.
Put yourself in the candidate's shoes by asking yourself what they will be looking for and how, in order to identify keywords to place in the hooks and content.
Providing the information expected by the candidate
In a job posting, there are of course classics that cannot be avoided, such as the position, the company description and the profile sought. Beyond these essentials, it is however relevant to provide more precise information concerning the work environment such as the team (hierarchical reporting, number of people to manage if applicable) that the candidate will join, the missions they will have to fulfill and the location of the position.
Providing information on remuneration, even when it is limited to a range or the breakdown of the salary and its distribution (e.g., fixed + variable at 70/30 + benefits) is one of the essential elements for the candidate. This also makes it possible to screen out candidates who aspire to a much higher remuneration.
Promoting your employer brand
Any process that will highlight the company is extremely valuable. This could be the addition of a link to the website or videos presenting the company.
The approach here is to say who you are, what your strengths are and why it is interesting for the candidate to join you and not another company. In short: Stand out!
Highlighting the qualities of the work environment
An ad that conveys the image of the company is much more attractive. It is important to communicate your values so that the candidate has an idea of the atmosphere that reigns within your company and your teams.
Candidates are also increasingly sensitive to the quality of the work environment. Pleasant working environment, opportunities for continuing education, adapted transport are all elements to highlight. So highlight the assets that can make the difference but which, of course, reflect reality. Be careful not to exaggerate.
Allowing the candidate to project themselves
Too often companies focus on describing the profile sought and forget to highlight what they offer, obscuring the fact that the candidate also wants to be talked about.
The methods of their integration into the team are thus a theme that they will appreciate. If there are opportunities for development, do not hesitate to highlight them. The candidate will thus be able to project themselves into the future and this will only strengthen their motivation to want to join your company.
Prohibiting certain phrases
It is also necessary to be careful to comply with the law to avoid conveying a bad image. Any mention relating to age and family situation, any sexist provision (a woman or a man specifically requested), in short any request for information not directly related to the job are to be prohibited.
Writing an ad is no small feat, as the success of your operation will depend on it. So take special care and take the time to refine it before distributing it. The choice of distribution channel is also an important factor of success. In addition, it is very important to respond to each application, whether it comes from an ad or a spontaneous application. This will only enhance your employer image with candidates.
Philippe Montant
General Manager of ReKrute
What manager has never been torn when choosing the title or term that they think will make all the difference?
Effective title, catchy terms and phrases to avoid, discover the tips that will allow you to make your ad stand out and attract the best candidates on the market.
Defining a clear and precise title
Avoid titles that too often correspond to terminology specific to your company but do not speak to candidates. If you want, for example, to recruit an advertising manager, opt instead for the term "sales representative" which will be better understood by candidates.
The title should in no case be ambiguous, at the risk of not attracting the right target or not attracting at all.
Adapting the message to the candidate
Like the title, the content of the ad must also be adapted to the profile sought. You will therefore have to develop a specific message for each target, each person not being sensitive to the same information. A sales representative will thus prioritize, for example, information such as their area of intervention and remuneration elements.
Put yourself in the candidate's shoes by asking yourself what they will be looking for and how, in order to identify keywords to place in the hooks and content.
Providing the information expected by the candidate
In a job posting, there are of course classics that cannot be avoided, such as the position, the company description and the profile sought. Beyond these essentials, it is however relevant to provide more precise information concerning the work environment such as the team (hierarchical reporting, number of people to manage if applicable) that the candidate will join, the missions they will have to fulfill and the location of the position.
Providing information on remuneration, even when it is limited to a range or the breakdown of the salary and its distribution (e.g., fixed + variable at 70/30 + benefits) is one of the essential elements for the candidate. This also makes it possible to screen out candidates who aspire to a much higher remuneration.
Promoting your employer brand
Any process that will highlight the company is extremely valuable. This could be the addition of a link to the website or videos presenting the company.
The approach here is to say who you are, what your strengths are and why it is interesting for the candidate to join you and not another company. In short: Stand out!
Highlighting the qualities of the work environment
An ad that conveys the image of the company is much more attractive. It is important to communicate your values so that the candidate has an idea of the atmosphere that reigns within your company and your teams.
Candidates are also increasingly sensitive to the quality of the work environment. Pleasant working environment, opportunities for continuing education, adapted transport are all elements to highlight. So highlight the assets that can make the difference but which, of course, reflect reality. Be careful not to exaggerate.
Allowing the candidate to project themselves
Too often companies focus on describing the profile sought and forget to highlight what they offer, obscuring the fact that the candidate also wants to be talked about.
The methods of their integration into the team are thus a theme that they will appreciate. If there are opportunities for development, do not hesitate to highlight them. The candidate will thus be able to project themselves into the future and this will only strengthen their motivation to want to join your company.
Prohibiting certain phrases
It is also necessary to be careful to comply with the law to avoid conveying a bad image. Any mention relating to age and family situation, any sexist provision (a woman or a man specifically requested), in short any request for information not directly related to the job are to be prohibited.
Writing an ad is no small feat, as the success of your operation will depend on it. So take special care and take the time to refine it before distributing it. The choice of distribution channel is also an important factor of success. In addition, it is very important to respond to each application, whether it comes from an ad or a spontaneous application. This will only enhance your employer image with candidates.
Philippe Montant
General Manager of ReKrute
