How to write an impactful job offer?

Job postings. Are they even read anymore? They're being given less and less value. This is due to a general weariness with reading a mix of the usual company jargon combined with a job description that's incomprehensible to clients or hiring managers. So how do you stand out from the crowd? How do you make your job postings more compelling? How do you make them comprehensive, informative, authentic, and truly fulfill their purpose: attracting candidates!

One piece of advice before you jump in: start by thinking about what YOU would expect from a job offer. Because bullshit in an ad shows. But so does authenticity!

1. Defining the Ideal Candidate Profile

• Job Analysis : Begin with a detailed job analysis. What are the main tasks? What is the impact of this role on the company? Also consider how this position interacts with other departments.
• Skills and Qualities : List the necessary technical skills and personal qualities. Consider both current skills and those that can be developed. Also consider how well these skills fit with the company culture.

Tip : Just like in sales, don't hesitate to create "personas." This should greatly help you define the profiles you're looking for, their expectations, ambitions, etc., which will provide a great framework for writing your job postings. Keep in mind, however, that creating personas can be time-consuming. To learn more about personas in recruitment, check out our article on the subject!

2. Ad Title

It's a bit like the logic of an email subject line or a catchy message: to create an emotion when reading those few words.

• Clarity : The title should be direct and easily understandable. Avoid jargon and overly generic terms. A precise title helps attract the right candidates.
• Attraction : Use relevant keywords that grab attention and reflect the position. An intriguing title can also spark curiosity and encourage people to read the ad. However, be careful not to overdo the intrigue: it would be a shame if your ad wasn't understood and therefore not viewed!

3. Company Presentation

• Company Culture : Talk about the atmosphere, values, and mission of the company. Be authentic; it shows. If you're unsure what to include, ask your employees why they joined the company and why they stay, for example. Highlight the company's initiatives in social responsibility or the work environment. Talk about what will interest your candidates and avoid clichés like, "As a market leader, we are looking to support our growth with new talent"—that's the best way to lose a candidate.
• Unique Selling Proposition (USP) : What makes your company unique? Highlight these elements. This could include innovative projects, flexible work policies, or an exceptional work environment. Again, the best way to find out is to ask your employees. Be sure to identify the expectations for each type of candidate: don't ask the 52-year-old accountant what motivated them to join the company if you're writing a job posting for a recent graduate. Instead, ask the newest member of the tech team.

4. Details of Missions and Responsibilities

• Detailed description : Include details of daily responsibilities and major projects. Provide concrete examples to help candidates envision themselves in the role. Consider giving an example of what a similar profile does in a typical week, or if it's a unique position, explain what you can't do without them—we all want to feel valued by our company.
• Visibility of the role : Explain how this role fits into the team and contributes to the company's objectives. Talk about the people the new recruit will be working with and what their arrival will enable. Emphasize the importance of the position in the company's overall strategy. The more candidates can envision themselves in the role, the less convincing you'll need to do.

5. Skills and Qualifications

• Essential vs. Desirable : Clearly distinguish between essential skills and those that are a plus. This helps set realistic expectations and attract a wider range of candidates. Be clear and provide examples. We don't all have the same definition of "advanced JavaScript skills."
• Diversity of Skills : Consider the diversity of backgrounds and experiences that can enrich the position. Encourage candidates with atypical career paths to apply.

6. Practical Information

• Job Details : Contract type, work location, hours, salary (if possible). Be as transparent as possible to avoid misunderstandings. Attracting candidates with false hopes or by leaving false innuendo will only waste your time.
• Benefits : Mention specific benefits such as insurance, vacation time, teleworking opportunities, etc., without exaggerating. These aren't really benefits since everyone offers them. Instead, highlight the unique advantages offered by your company, what makes it stand out.

7. Tone of the Announcement

• Inclusive and Positive : Use language that is inclusive and positive. Avoid stereotypes and ensure the tone is welcoming to everyone. This is your first time addressing your candidates.
• Reflecting Your Company : The tone should match your company culture. A tone consistent with your brand strengthens the credibility of the ad. A humorous tone reflects a relaxed company atmosphere, while a firm/neutral tone will project a very serious and professional image. Adapt it according to the type of personality you want to recruit!

8. Development Opportunities

• Training and Growth : An attractive company is also one that allows you to advance in your career, develop your skills, and ultimately leave transformed. Your job posting should explain or convey to candidates how working for you will improve their daily lives and allow them to thrive professionally (and perhaps personally as well!).
• Highlight the training and career development opportunities within the company. This can include mentoring programs, in-house training, or partnerships with educational institutions: an attractive company is one that invests in its employees.
• Testimonials : Including quotes or testimonials from current employees can be very persuasive. It provides a concrete picture of life within the company. Again, choose testimonials that will resonate with your target audience.

9. Announcement Dissemination

• Diversified channels : Use a mix of traditional and digital platforms. Consider social networks, specialized job sites, and professional forums. Adapt the platform/acquisition channel to the target audience (e.g., APEC is primarily focused on recruiting managers).
• Targeting : Think about where your ideal candidates are and target those areas. Use strategic keywords to optimize your ad's search engine ranking.

10. Innovations in Advertising

• Creative formats : Consider videos, infographics, or interactive formats. These formats can be more engaging and memorable than text alone. They will also allow you to differentiate yourself, or even stand out from the crowd.
• Recruitment Events : Discuss your events in the job posting discreetly but prominently (a link, a QR code, etc.), such as webinars or Q&A sessions to present the project and the company. This will allow interested candidates to learn more about your company.

11. Monitoring and Feedback

• Response Analysis : Monitor responses and adjust the ad as needed. Analyze the data to understand which parts of the ad are working well. Why not try A/B testing your ads? If you're unsure which tone to use, try several and see which converts best!
• Feedback : Take candidate feedback into account to improve your processes. Constructive feedback can be a goldmine for future ad optimization: crucial missing information or an attractive feature you forgot to mention!

Conclusion

There are countless ways to design your job posting and many points you can leverage to convert candidates. A well-crafted job posting is a powerful tool for attracting ideal candidates. By focusing on clarity, inclusivity, and creativity, your job offer is sure to stand out. Remember that every posting is also an opportunity to strengthen your employer brand.

One last piece of advice: be authentic in your writing, base it on testimonials from colleagues, your own experience, and those of the recruiting teams. Your job posting will be much easier to write, and it will show when you read it!

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