How to Write a Job Ad That Attracts The Best And Brightest Candidates?

Writing the best advertisement

A job advert is a piece of advertising like any other. Its purpose is to attract attention, capture and intrigue the reader (potential employee) and, as a result, persuade them to take action. This is where the similarity ends. A large number of candidates also means a large number of costs for initial screening, interviewing, selection, etc.

Unless you’re desperate for workers to fill a new factory floor, you don’t want dozens of applicants. You only need a few, but really good ones, especially for senior or managerial positions. That’s where the initial filter of the advert comes in.

Attract quality candidates with the first sentence

The best job advertisement is the one that a candidate can identify with on the first time they read it.  And if it’s a good reflection of your company, so much the better. You’re well on your way to working together.

• That’s me!
• I’ll be happy here.
• I’ve been looking for an opportunity like this for a long time.
• It speaks directly to my soul.

These are exactly the phrases you want your ad to evoke in a potential candidate. This will help you to filter out the right people, because you don’t want candidates who wouldn’t feel at home in your company. Or do you?

Use an Empathy Map to imprint your culture on your ad

But you can’t get started without the right preparation – and that’s where the Empathy Map comes in. A tool to help you get a better picture of your candidate, their motivations, needs and personality in general. How does it work? The key is to visualise your candidate and the segments you’ll be working with. Draw it on a whiteboard, flipchart, online board… wherever you feel comfortable. And get down to business.

1. What do I feel?

What does your candidate feel about the new job? What does he or she like about it at first sight? Describe the emotions he or she is experiencing and should be experiencing when reading your ad.

• “I’m joining a start-up where I’ll gain a lot of knowledge.”
• “This job is a great opportunity for me, but it’s also in an environment I already know well.”

2. What am I responding to?

What is your candidate’s challenge, what are the arguments for the job? Translate into sentences the values that convey what they really cling to.

• “I care about other colleagues and relationships – I want to be in a company where people get on”.
• “I know this job is challenging, but that’s what I enjoy.”

3. What do I do, what do I say?

What is your candidate like, how does he/she come across? How does he/she talk about the work that excites him/her? And how does he spend his free time outside of work?

• “I like to create and think ahead – not only at work, but also outside of work”.
• “I know how to lend a helping hand, but also how to get help from others.

4. What do I think?

How do you perceive your company through its communication? What does he/she think about the position and working in your team? How do you impress him/her? List what the candidate could and should be interested in regarding your brand.

• “They have a variety of clients, so a lot of varied work – and that’s great!”
• “They don’t seem to be afraid of anything and jump head first into it. It’s an approach I really like.”

5. What do I need and what frustrates me?

What does your candidate need, not just in their job, but in their life? What can he or she get excited about and what, on the contrary, can completely discourage him or her? Think about what your position offers and what it lacks.

• “I’m not a careerist, but learning and personal development are a necessity for me”.
• “I hate it when people look for the easiest and safest way to a solution.

Write an ad that speaks to the candidate’s soul

Once you’ve created the empathy map, it’s time to create the ad itself. Follow the sentences you’ve written on the map. Don’t copy them, but try to translate them into your ad. Do you describe the job description? Mention what your candidate will enjoy about the job. Do you introduce your company? Focus on the atmosphere within it that the candidate will love.

Start your ad with a description of your ideal candidate. Make sure he or she is found in the first few sentences. Focus on his or her character and attitude, not just hard skills. Of course, you should also introduce your company – again, focusing on what the candidate is interested in and attracted to. Don’t babble, don’t exaggerate, but get to the point.

Of course, the job description must be included. Be specific, go into detail. Who he will work with, what steps he will take, what he will deliver. The aim is not to describe everything, but to be as specific as possible. This will eliminate the gap in mutual expectations.

And this goes for the whole ad. Write clearly and specifically to avoid misunderstandings. Give examples. Describe qualities by their manifestations. Be fair. Don’t take things lightly. Don’t be afraid to show the dark side to make sure your candidate can handle it. And you’ll see that in the end you really do find the right person.