Why Job Ads Matter More Than Ever in a Competitive Market
Attracting top talent isn’t just about filling a role—it’s about adding to a team that ultimately serves to drive innovation, elevate performance, and set your organization up for long-term success. In a competitive environment, your job ad can be a powerful tool—or a significant obstacle. It’s often the first impression a person gets of your company, and it can make or break their decision to apply. Unfortunately, too many job ads fall well short of creating an impactful first impression.
Avoiding Common Mistakes in Job Ads
A key issue with many job ads is that they’re overly complicated, bombarding potential hires with exhaustive lists of every possible responsibility and required competency. This approach can overwhelm candidates, leading them to skim or even abandon the listing altogether. A great job ad should captivate and persuade, presenting the role and the company in an engaging way, but also with honesty, and acknowledging potential challenges. It should be concise, engaging, and—most importantly—easy to read.
Job Ad vs. Job Description: Know the Difference
It’s essential to remember that a job ad is not the same as a job description. While it should outline the role, it doesn’t need to cover every detail that might later appear in an employment contract. Think of it as a preview or a trailer: it should paint a compelling picture of the company and the opportunity within, capturing candidates' interest and excitement.
Key Elements to Include in Your Job Ad
A standout job ad goes beyond listing responsibilities and qualifications. Here are a few elements that can make your job posting truly shine:
1. Current State and Vision of the Department
What does procurement look like in your organization right now? Mention the size and scope of the function, its digital maturity, and any major projects underway. Most importantly, share the department's goals and how the new hire will play a role in achieving them. This helps candidates see where they fit in the bigger picture.
2. Reason for the Opening
Why is the role open? Is this a new position, an expansion of the team, or a replacement for someone who was promoted? If a colleague has been promoted, mention it—it signals opportunities for growth and progression within the company.
3. Specific Technical Qualifications and Why They Matter
Clearly list the technical skills or qualifications that are genuinely essential for the role. Instead of generic terms, briefly explain why each skill matters. For instance, instead of just listing “procurement experience,” highlight why certain technical skills will help them succeed in this specific role.
4. Unique Soft Skills
Identify two or three soft skills that are truly unique to this role. Avoid vague terms like "communication skills," which apply to most roles, and instead focus on specific attributes that are critical to success. These skills will help candidates assess if they’re the right fit for your team, and will increase the likelihood of you receiving qualified applications.
5. Total Compensation Package
Highlight the benefits you offer that set your company apart. This might include flexible work policies, professional development opportunities, or unique perks. More and more candidates expect transparency these days, so don’t forget to include a salary range also.
6. Growth and Career Mobility
Explain what career growth looks like in your company. Are there opportunities to progress within the team? Is there mentorship or training available? Share how the organization supports long-term career development to attract candidates seeking stability and advancement.
7. Company Mission, Culture, and Values
More than ever, candidates want to align with a company’s mission, culture, and values. Briefly outline what your organization stands for, and provide links where they can learn more. A strong cultural fit can often be a deciding factor for candidates, so make it easy for them to envision themselves as part of the team.
8. The Hiring Process
Outline the steps in your hiring process as candidates want to know what to expect. Include information on how many stages there are, how long each step might take, and whether any assessments are involved. This clarity reduces candidate anxiety and makes the process feel respectful and organized.
Final Thoughts: Make Your Job Ad—and Your Hiring Process—Stand Out
In today’s competitive market, a well-crafted job ad is more than a list of requirements; it’s a chance to showcase your company’s culture, values, and opportunities for growth. When done right, a job ad can help you attract candidates who are excited about your mission and aligned with your team’s goals. The issue is most organizations don’t take advantage of this first impression and sometimes go as far as to treat the job description as the primary communication tool.
The hiring experience also doesn’t stop with the job ad. Respecting candidates throughout the process is crucial—this includes timely, transparent communication. Ghosting applicants or failing to respond after interviews has become all too common, and it can seriously damage your employer’s brand. Increasingly, candidates have options again, and they’re more likely to choose a company that values and respects their time. Providing updates, even if a candidate isn’t moving forward, fosters goodwill and reflects positively on your organization.
Remember, attracting the best talent requires more than just filling an open position; it’s about creating an experience that resonates with people who have choices. Show candidates that your company values them from the first point of contact, and they’ll be more likely to view you as an employer of choice.