A good job posting does more than just attract attention. It should appeal to the right candidates and convince them to apply. Unfortunately, many job ads are still too focused on the organisation itself, with phrases like: "We are growing and are looking for an enthusiastic mechanic," he said. But what does that actually mean for the candidate? Such texts miss the opportunity to excite the right person, resulting in fewer, and often less qualified, responses.
A candidate-focused job ad turns the perspective around. It highlights what the organisation has to offer the candidate and answers the crucial question: "What's in it for me?" This is especially important in a tight labour market, where jobseekers have a choice. If a text matches the candidate's wishes, needs and ambitions, he or she is more likely to feel attracted and apply.
How to write a candidate-focused job ad?
It starts with empathising with the candidate. To do this, you can make a candidate canvas. This canvas helps you understand what your ideal candidate is looking for in a job, such as ambitions, future goals and preferences for a work environment. But how do you get this information? Talk to your employees who work in similar positions. Their experiences and expectations will give you an authentic picture of what future candidates find important.
With these insights, you can tailor your vacancy text to what your organisation has to offer. Take for example this text for the position of Data Scientist at Brink | construction, infrastructure and real estate:
"You will be the driving force of a growing data team, working on internal tooling and data science projects. Besides your project work, your focus will be on accelerating and innovating the team and the organisation. You have a strong drive to maintain your knowledge in the field of GEO/GIS and data science so that you can work with the latest techniques and keep innovating. Thanks to your enthusiasm and persuasiveness, you position data science as a core expertise within Brink."
This text speaks directly to the candidate. It highlights not only the tasks, but also the challenges, growth opportunities and intrinsic motivation that the ideal candidate should have.
The three biggest mistakes in job ads
Many job ads miss the mark due to one or more of the following pitfalls:
- Too much information: Make your text scannable. Long pieces of text are discouraging. Use the AIDA model (Attention, Interest, Desire, Action) to build the text in a clear and structured way. Start with a catchy introduction and end with a clear call-to-action.
- Impersonal language: Make sure your tone of voice matches your target audience. For example, the language you use for a job posting for an account manager differs from that for a mechanic. What appeals to them? What terms motivate them to take action?
- No challenge or ambition: Don't just focus on the day-to-day tasks, but also highlight the opportunities and challenges. What can the candidate achieve? How does the job contribute to the organisation and their own development?
The power of a good job ad
A candidate-focused job posting not only attracts the right people but also increases the likelihood of quality applications. By responding to their needs, ambitions and the potential of the position, you set your job posting apart from the rest. Get started with these tips and write job ads that are not only found, but also read and appreciated!
