The COVID-19 pandemic has significantly altered the recruitment landscape, forcing us to look at how we recruit and search for jobs in a new light and exacerbating an already highly competitive market. Candidates are changing their job-seeking practices, so it’s imperative that your advertisements respond in turn.
We know that writing the perfect advert can be tough – especially in the current context. Luckily, we’ve got some tips to help you use this period as an opportunity to grow as an organisation, starting with attracting top-quality candidates.
While it may seem obvious, getting the basics right is essential. Candidates are much more likely to search – and apply – for jobs with clear, concise titles utilising targeted and appropriate keywords. Avoid any industry jargon or unclear monikers (no one is searching for a job as a Digital Wizard, after all), and try to repeat the job title in the main body of the advert a good few times to boost your reach.
We’ve touched on this in a previous post, but being transparent about compensation is critical. Job adverts that disclose salary information have been shown to receive twice as many applications, and you’ll also be helping to create a more equitable workforce.
If you’ve ever tried searching for jobs in “London” or “Manchester”, you’ll know just how many search results are returned: finding the perfect role becomes a needle-in-a-haystack scenario that most job seekers just don’t have the time for, and you, in turn, run the risk of missing out on top local talent. It’s therefore highly recommended that you include a postcode so that jobseekers can filter their searches based on an exact location. Meanwhile, only set your location as ‘remote’ if you intend to keep it that way once COVID-19 restrictions are lifted to lessen any unrealistic expectations.
Once the foundation is in place, it’s time to discuss the role itself. The key to a perfect job description is balance. If you include too much detail, you may cause candidates to lose interest, while being too brief opens the door for ambiguities and may lead to irrelevant applications. Start by outlining the most important duties of the role, and put yourself in the candidate’s shoes: what would a typical day look like? A simple, bulleted list works wonders here.
You’ve outlined a day in the life of your ideal candidate – but who are they? When listing your applicants’ desired attributes and experience, it’s imperative that you are both realistic and flexible – especially in this new era of uncertainty. For example, while it’s always a plus if a candidate has years of experience in the field, being overly stringent about qualifications and employment history can mean you’re missing out on a considerable portion of the market, including younger applicants and candidates from disadvantaged backgrounds. Think about what you really want from a candidate and be practical in your expectations.
Flexibility is also crucial here. Are you willing to consider those applicants who may not tick all the boxes but would be a great fit for your company? We recommend categorising skills, experience, and qualifications into ‘required’ and ‘desirable’ groups. Candidates are much more likely to apply to companies who show flexibility and empathy towards the jobseeker’s experience. In many cases, having potential and the ability to grow is far more important than academic accolades and decades of experience.
Employment is a two-way street, so once you’ve identified your ideal candidate, take some time to reflect upon what makes you an employer of choice. This section of the advert must not be underestimated: it’s a fantastic opportunity for you to talk about your history and ethos, champion your existing staff, and emphasise the perks of working with you. With a recent survey showing that 78% of UK jobseekers were more likely to apply for a job if the advert discussed the benefits on offer, it’s vital that you showcase what you can offer applicants in return.
Adverts written in one solid lump of text aren’t the most appealing to look at, particularly when you consider the increasing number of job seekers who are searching for their next role on the go using mobile apps. Lists – whether bulleted or numbered – work like a charm here, especially when you’re outlining role responsibilities or key skills. Finally, make sure your advert is easily digestible by splitting it into distinct sections with clear headers – this will take any ambiguity out of the equation.
Finding the right balance between professional and down-to-earth can be tricky, but remember that your adverts have enormous power in helping to establish your brand and culture, as well as giving candidates the opportunity to consider whether they’d be a good fit. Whether they mean to or not, a job seeker will form an opinion of what it’s like to work with you based on the language you use – so if an advert is stuffy and unfriendly, a potential candidate will likely view your working environment as such. Try and speak to the candidate on their level, using “you” and “we” rather than “the successful candidate” and “the company” – this makes a connection with the reader.
We know that recruiting is challenging right now, but rethinking your advertisements is a great first step. By being flexible, transparent and realistic, you’ll open yourself up to a huge bank of talent and see your application rates increase.
If you’re still struggling to recruit, why not give us a call or fill in the form below? We’ve plenty more tips and tricks and we’d be thrilled to provide you with an innovative solution to your recruitment challenges.
