BPS - Bio Pharmaceutical Solutions

How To Attract Top Talent With Your Job Advertisements

When writing your job advertisement, the aim is to attract the interest of talented and qualified candidates!
 
The process for attracting top talent begins with a great job advertisement – remember you are trying to excite and motivate candidates to apply. Quickly and clearly presenting the essential (engaging and pertinent) aspects of the role is crucial along with a direct and uncomplicated response process.
 
Successful job adverts should follow the well established AIDA sales format – Attention, Interest, Desire and Action.
 
Attention:
This is the role of your job title and descriptive paragraph and is probably the most important part of the job advert.
 
Exciting titles attract candidates to open your advertisement to learn more about the opportunity. Unless this is achieved – you will never receive a job application.
 
Spend time creating interesting and exciting job titles that will grab a candidate's attention then design your lead paragraph to explain this statement.
 
Interest:
Here you need to attract and build relevant interest (by establishing relevance in the minds of the ideal candidates) within the main content of your advert.
 
Describe the responsibilities and the prerequisites of the role. Describe the general scope of the work that the applicant will undertake and the challenges that may be faced.
 
Explain the company culture and describe the career advancement opportunities – benefits and perks can help you differentiate your company from others advertising similar roles.
 
When describing the job responsibilities only list the skills and experience that are absolutely essential to undertake the role – do not create a wish list for the perfect candidate. This will only serve to deter potential candidates from applying when many of these wish list skills could potentially be taught 'in-house'.
 
Desire:
Create desire (to pursue what looks like a great opportunity) to work for your company. In the current skills short market, star candidates are seeking to understand how this opportunity will enhance their quality of life.
Tell them the direct benefits of working for your company. This could include tuition reimbursement, free training, comprehensive benefits package, gym membership, company car and / or medical insurance etc.
 
Try to highlight innovative, challenging and exciting elements about the company and the role – people are attracted to these attributes but are not motivated to work for boring, mundane, cautious organisations.
 
As a general rule it is thought beneficial to include details around the expected remuneration package – adverts that do not mention salary are less likely to attract star candidates than those that do – even if you have to give a slightly broader range to your overall package.
 
Action:
Provide a clear instruction for the next action or response. This is where you encourage the candidate to apply to your job advertisement and could be via email, online application / questionnaire or telephone etc.
This should be more than just 'apply now'. Give your audience a reason to apply – make sure there is a 'call to action' in your job advertisement, some exciting action phrase to encourage an applicant to apply.
 
This might be something as simple as: 'Apply now for an immediate response' or 'Don't miss out on this great opportunity – Apply now'.
 
Of course, make sure that you check e-mail addresses and phone / fax numbers and always spell check your document – there is no excuse for misspelled words or poor grammar.
 
General Tips to Remember:
Make sure you use bullet points and short paragraphs and remove any unnecessary words or phrases. Too much content will confuse and deter potential applicants from finding out what really makes this role special.
 
Concentrate your design on clarity of text, layout and on conveying a professional image.
 
Do not let your branding become overbearing or to dominate the job advert – keep your advert friendly and human.
 
Do not put too much emphasis on the job – concentrate more around the person.
 
 

Good Luck – put these simple principles into practice and you will find that you receive a far greater response to your adverts than ever before.