Do you see writing job ad copy as a bit of a chore? Something that you put off until the last possible minute and then hastily throw together with more than a little apprehension or doubt? Use this simple nine step guide and you'll soon get used to a formulaic running order that will make writing copy that much easier in the future.
1) THE JOB TITLE - Ask yourself is it an industry recognised standard or something that your client uses internally? If it's the latter, consider changing it.
2) SALARY - Mention a specific figure or describe it as a competitive package, the choice is yours here. If it's big bucks shout about it. If it's so-so, maybe don't.
3) LOCATION - Self-explanatory. Along with a recognised job title, location is one of the most common search terms.
4) A BRIEF INTRO - Most searches reveal the start of the ‘body copy" of an advertisement, thus a brief teaser that gives readers a flavour of the role will enhance your chances of the advertisement being read. For instance "An outstanding opportunity for a qualified (job title here) to make their mark with one of the UK's leading retailers in a truly varied role" will show up in a search result and encourage people to read on and find out more.
5) A SHORT PARA ABOUT THE CLIENT - Mention some good selling points about the company without making it obvious who your client is. E.g."Our client, a long established xyz renowned for abc and def, is growing fast etc". Remember though - be honest. Don't make any claims you can't substantiate.
6) THE MAIN BODY OF THE AD - ABOUT THE ROLE - What will this person be doing? Don't mention everything, just enough of the main duties to make it sound like a varied and appealing role. Maybe start this para with a bit of oomph that follows on from the previous one about the client e.g. "Right now, they are looking for a (mention the job title again here) to...."
7) AN OPPORTUNITY TO ENSURE YOU GET GOOD CANDIDATES - This is where you can ‘screen out' unqualified applicants by being specific about the skills and experience you're looking for i.e. "to succeed, you'll need..." mention professional qualifications and experience plus some of the ‘soft skills' your client wants like networking, communication, numeracy, eye for detail etc. You'll always get people applying for roles beyond their experience, but you can limit the number of them by being specific about the experience and qualities you're seeking.
8) ABOUT THE BENEFITS - What's on offer? Apart from salary is there a pension scheme? Free membership of a gym? Onsite parking? Season ticket loan? A decent amount of annual leave? If it sounds like a decent benefit, mention it.
9) A CALL TO ACTION - Maybe reiterate what a great opportunity it is and then make the application process simple.
This article was written by Alasdair Murray Professional
Recruitment Advertising Copywriter.
