How to write an impactful job offer?

Job offer. Is it still read? We give it less and less value. The fault of a flush to read a mixture of usual “blabla” of the cross -company with the misunderstood pitch of the position by the customer or the hirings managers. So how to get out of the lot? How to restore biting to his announcements? To make them complete, informative, true and that really meet their function: attract candidates!

A word of advice before you start: start by thinking about what you expect from a job offer. Because bullshit in an ad, it feels. But authenticity too!

1. Define the ideal candidate profile

• Post analysis : Start with a detailed analysis of the position. What are the main tasks? What is the impact of this role on the company? Also think of the interaction of this position with other departments.
• Skills and qualities : draw up a list of technical skills and personal qualities required. Think of both current skills and those that can be developed. Also consider adequacy with corporate culture.

Advice : Just like in the sale, do not hesitate to create “personals”. It should help you a lot to define the sought -after profiles, their expectations, their ambitions, etc., which will be a very good red thread for writing your ads. Be careful, however, creating people can take time. To find out more about the people in recruitment, consult our article on the subject!

2. Announcement

It is a bit of the same logic as the object of email or the message of catchphrase: to create an emotion when reading these few words.

• Clarity : The title must be direct and easily understandable. Avoid jargons and too generic terms. A specific title helps attract appropriate candidates.
• Attraction : use relevant keywords that attract attention and reflect the position. An intriguing title can also arouse curiosity and encourage reading the ad. Be careful, however, not to go too far in the plot: it would be a shame that your advertisement was not understood so consulted!

3. Presentation of the company

• Corporate culture : talk about the atmosphere, the values, and the mission of the company. Be authentic, it feels. If you do not know what to put, go ask your employees why they joined the company and why they stay there for example. Put forward business initiatives in terms of social responsibility or work environment. Talk about what will interest your candidates and avoid boats of the “market leader in our market, we seek to press our growth on new talents”, this is the best way to lose a candidate.
• Unique Selling Proposition (USP) : What makes your business unique? Highlight these elements. This may include innovative projects, flexible employment policies, or an exceptional working environment. Again, the best way to know them is to ask your employees. Be careful to identify the expectations by typology of candidate: do not ask the 52 -year -old accountant who pushed him to join the company if you write an ad for a junior developer out of school. Rather ask the youngest recruit of the technical team.

4. Detail of missions and responsibilities

• Specific description : Detail daily responsibilities and major projects. Give concrete examples to help candidates project themselves into the role. Why not give an example of what a similar profile does on a typical week or if it is a unique position, talk to them about what you cannot do without them, we all want to feel useful for our business.
• Visibility of the role : explain how this role fits into the team and contributes to the objectives of the company. Talk about the people with whom the recruit will collaborate, what his arrival will allow to do. Underline the importance of the position in the global strategy of the company. The more the candidates project, the less you will need to convince them :)

5. Skills and qualifications

• Essential vs desirable : clearly distinguish between the essential skills and those which are a plus. This helps to establish realistic expectations and attract a wide range of candidates. Be clear, and give examples. We don't all have the same definition of “confirmed level in JavaScript”.
• Diversity of skills : Think of the diversity of routes and experiences that can enrich the position. Encourage candidates with atypical courses to apply.

6. Practical information

• Details of the position : type of contract, workplace, timetables, salary (if possible). Also be transparent as possible to avoid misunderstandings. Attating candidates with false hope or by leaving false implied will only make you waste time.
• Advantages : Mention the specific advantages such as insurance, holidays, telework opportunities, etc., without making mountains. Those are not really advantages since everyone offers them. On the other hand, highlight the unique advantages offered by your business, making it a different business.

7. Advertisement

• Inclusive and positive : use a language that is aimed at all genres and that is positive. Avoid stereotypes and make sure the tone is welcoming for everyone. You are referring for the first time to your candidates.
• Reflection of the company : The tone must correspond to the culture of your business. A tone consistent with your brand strengthens the credibility of the ad. A humorous tone reflects a relaxed business atmosphere where a firm/neutral tone will give a very serious and professional business image. It's up to you to adapt according to the type of personality you want to recruit!

8. Development opportunities

• Training and growth : an attractive company is also a company that allows you to move forward in its career, to set up skills, in short to get out of it different. Your ad must explain or make the candidates experience in what to work with you will improve their daily lives and allow them to be fulfilled professionally (and why not personally too!)
• Highlight the training and development opportunities within the company. This may include mentoring programs, internal training, or partnerships with educational institutions: an attractive company is a company that invests in its employees.
• Testimonials : Including quotes or testimonies of current employees can be very persuasive. This gives a concrete image of life within the company. Again, choose testimonies that will speak to your target personas.

9. Broadcast of the ad

• Diversified channels : Use a mix of traditional and digital platforms. Think of social networks, specialized job sites, and professional forums. Adapt the platform/the Population Acquisition Canal to which you are addressing (ex: APEC is rather dedicated to the recruitment of executives).
• Targeting : Think about where your candidates ideal and target these spaces are located. Use strategic keywords to optimize the referencing of your ad.

10. Innovations in ads

• Creative formats : Consider videos, infographics, or interactive formats. These formats can be more engaging and memorable than the text alone. They will also allow you to differentiate yourself or even stand out.
• Recruitment events : Talk about your events in the announcement in a discreet but visible way (a link, a Qrcode, etc.), webinaries or Q&A sessions to present the project and the company. This will allow candidates who wish to go further in the discovery of your business.

11. Monitoring and opinions

• Answer analysis : Monitor the answers and adjust the ad if necessary. Analyze data to understand what parts of the advertisement work well. Why not try the A/B testing of ads? If you don't know what tone to adopt, try several and see which one converted the best!
• Feedback : Take into account the feedback from candidates to improve your processes. Constructive feedback can be a gold mine for the future optimization of an ad: missing crucial information or an attractive element that you forgot to mention!

Conclusion

There are a thousand and one way to design your ad and many points to play to convert. A well -designed recruitment ad is a powerful tool to attract ideal candidates. By focusing on clarity, inclusiveness, and creativity, your job offer will not fail to stand out. Remember that each ad is also an opportunity to strengthen your employer brand image.

One last piece of advice: be authentic in your editorial staff, base yourself on testimonies of employees, on your feelings and those of the teams that recruit. Your ad will be much easier to write, and it will be felt on reading!

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