The Importance of a Job Ad and Why Most Suck

Hiring volumes are increasing again, and attracting the right candidate will become an ever greater challenge in a dynamic and fast-paced recruitment environment.

That’s why a job ad is so important. It’s often the first impression the candidate gets of your company and your department, and it frequently determines whether or not they will apply for the job. Unfortunately, a lot of job ads are simply not up to par.

One of the most noticeable mistakes when reading a bad job ad is that it tends to be over complicated, bombarding potential hires with a huge list of every responsibility and competency required for the role. This is overwhelming and often puts candidates off to the degree that they don’t even read the whole description, let alone apply. A job ad should persuade, show what it’s advertising in the best light, and, most importantly, be enjoyable to read. It shouldn’t be dull, lengthy, and full of mistakes.

The important thing to remember here is that a job ad is not a job description. It should describe the role, of course, but it doesn’t need to be an exhaustive list that will eventually form the basis for any contract that’s signed. In the first instance, the job ad should paint a compelling picture of the company and what it’s like to work there. That’s it!

You can list some skills that will be expected—of course—but reeling off a dozen including “communication,” something obvious that almost every job requires, is a little futile. Instead, focus on some different skills and aspects of the job that are unique.

To get you started, here are a few things you might want to share instead:

·      What does procurement look like at the moment in the organization? You could mention its current size and scope, reputation, and digital maturity. More importantly, what are the goals of the department, and what part will the successful candidate play in achieving them?

·      Why is the role open? Is it new, part of a team that’s expanding, or will it be taking over from a colleague? If that person has been promoted, state this—it shows an opportunity for progression.

·      What experience do you need to be technically qualified? Of course, it’s important to share this so you get qualified candidates—but also share why. Sometimes, qualifications can seem arbitrary.

·      What soft skills are needed? Name two or three fairly unique ones, so the candidate can prepare for the interview and understand if they’re the right person for the role.

·      What’s the whole package? What are the benefits you offer that similar companies don’t? Remember—an ad is meant to persuade. Also, don’t forget to include the salary range you’re willing to offer?

·      Career mobility—what opportunities are there to progress through the team, and what support will be offered?

·      What does the company stand for? Mission, culture, and values are increasingly part of a candidate’s decision. Advise where they can find more information on this.

·      What is the hiring process? Many people will want to know how long things will take and how many stages they will have to go through.

If you want to hire the right talent, you will be hiring people who have options. Get them excited about your company and make sure it stands out among the crowd. How you advertise a job says a lot about the company as a whole, and the last thing you want is to miss out on the best candidate because they couldn’t bring themselves to read to the end of your ad.