3 Tips for Writing Winning Job Ads to Attract the Candidates You Want

Feeling frustrated with HR because they’re providing inadequate candidates to fill the open positions within your marketing team? Sparking the interest of the best and brightest job candidates to help your company succeed requires the right techniques. Remember, first impressions are crucial, and the first time potential employees “meet” you and your company is through your job ads.

Feeling frustrated with HR because they’re providing inadequate candidates to fill the open positions within your marketing team? Stop spinning your wheels and start collaborating with one another to find your ideal hire. Working together, you’ll be able to clearly understand, define and communicate the skills and experience necessary to perform the job.

Sparking the interest of the best and brightest job candidates to help your company succeed requires the right techniques. Remember, first impressions are crucial, and the first time potential employees “meet” you and your company is through your job ads.

Here are three ways you can win over the perfect job recruits for your business:

1. Accurately Brand Your Company

Effectively branding your company is probably one of the most important aspects of any size business. Be passionate about your company and convey that in your ad. Remember, you can’t be all things to all people, but make it really clear what makes your business great. It’s not by mistake that some of the most renowned, successful companies like Google, Apple and Facebook are masters at hitting all the right notes in their job ads to generate a lot of positive response — and they hire and retain some of the most brilliant talent in any industry.

“Everyone at Google is sharp and inspired to build great things.”
Review on Glassdoor.com from a current Google Interactive Designer

Google Job Ad
Google job ad for a “Communications and Change Project Manager.”

In this vibrant and colorful ad for a Communications and Change Project Manager, Google uses a very welcoming and friendly tone. The company culture is clearly described, along with the concise job description and responsibilities, and opportunities and contributions this position will make to benefit Google.

On the flipside, there are some companies and firms that go beyond a playful ad and try to be funny. Remember, not all jokes are funny to everyone. Take this ad that was placed by an architectural firm. Do you find it compelling enough to want to work here? My guess is no. Their “clever” branding techniques seem inappropriate and demeaning to me, but maybe there are recent architect grads out there dying to be a Minion.

Ergo Architecture job ad for a "Minion."
Ergo Architecture job ad for a “Minion.”

2. Use the Right Advertising Channels to Get the Right Candidates

Mixing things up is essential when you’re considering which channels to use to attract the job candidates you want. There’s no single “right” channel to use anymore. More and more businesses are turning to the Internet and social networks to recruit the right employees.

Author: Michelle Robin

The toughest marketing challenge of all is marketing you, and the purpose of this blog is to help marketing superstars, like you, conquer that challenge and excel in your career.

Passionate about direct marketing and helping people find jobs, Michelle Robin has translated her extensive B-to-B marketing background into a career focused on her true love: creating powerful career marketing documents that lead to interviews at her clients’ target organizations. As Chief Career Brand Officer at Brand Your Career, she works with executive-level sales and marketing professionals across the U.S., and helps them discover their personal brand and fast track their job search.

An award-winning and dual-certified resume writer (NCRW and PARW), Michelle’s work has been published in the book, Modernize Your Resume: Get Noticed...Get Hired.

Need help discovering your personal brand? Download Michelle’s free Personal Branding Workbook. Just launching your job search? Get 26 action-packed tips to accelerate your marketing job search. You can also connect with Michelle on Twitter, LinkedIn, or email.

2 thoughts on “3 Tips for Writing Winning Job Ads to Attract the Candidates You Want”

  1. For what it’s worth … I ran creative departments for 30 years and found I got the best leads when HR let me run ads written in my voice, not the company voice. They usually began with something like, “Help! I need…” and carried on from there. Takeaway — It was a CD running the ad, not a company. And from the tone, prospects could get a feel for the type of person they would be working for.

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