Writing Your Job Advertisement

Here are some tips for writing your online job advert on Work For Mums.  We want you to get the most from your advertising with us, so please read our guidance to help you maximise the impact of your ad.

Your advert should be:

  • Clear and concise
  • Be laid out nicely, with titles and paragraphs
  • Not too long, not too short (see guidance below)

You have the option to use a logo or image on your ad so take advantage of this.  Ads with an image or logo are more likely to be clicked on.

Job Advert Writing Tips

Key points to remember are:

  • Job Title: Your Title is usually the title of the post that the candidate will be appointed to, however you could be more inventive with this if appropriate and use a title to make your ad more appealing i.e. ‘Opportunity to Work With Flexible Hours’ or ‘Work With One of the UK’s Largest Employers in {Your Industry}’.  If you do use this as a title, ensure the actual role title is clear early on in your ad.
  • Include a Sub Heading: Sub headings work really well and should be a concise summary of the role or of the company i.e. ‘An experienced Independent Financial Advisor is sought to join this well respected Practice, established for more than 15 years.
  • How About You?:  Tell your reader why your company is so good.  Why do you stand out from your competitors? What’s great about working for you?
  • Keep it Simple: Write the advert in ‘Layman’s’ terms avoiding lesser used words and complicated terminology unless it is related to the job role.
  • Utilise Space: Use paragraphs wisely.  Seeing a block of text is very off-putting for any reader, so use short sentences where possible.
  • Funky Fonts: These are a no no! Keep to formal fonts such as Arial, Times New Roman or Calibri.
  • Size Does Matter: Utilise headings and sub titles by making them in a larger font.  Your main block of text should be 10 – 13  font size and your headings should be 14 – 18 depending on the size of the ad.  Over use of upper-case (capitals) makes ads look a bit ‘shouty’ so don’t use them.
  • Colour: Your text colour should be black or dark grey, no coloured text.  If the background is dark then use white or cream text.
  • Be Bold: If your ad needs to include a lot of text, make use of the ‘Bold’ function to draw the readers eye to key points and incentives.
  • Bullets: Using bullets are a great way to draw attention to key points but don’t overuse them – 4 – 8 is a good amount for a job ad
  • Be Personal:  Give the reader some ownership.  By referring to them as ‘You’ it will help to put them in the mindset that the ad is referring to them which will make it more appealing to read i.e. ‘You will be reporting to the team leader in {your department} and you will be responsible for overseeing {company project}’.
  • Stick to the Facts: Even if you are advertising a business opportunity rather than an employed job, stick to the facts and don’t make any high income claims unless they can be substantiated.  There is no bigger turn off than a reader feeling like they have been duped i.e. they think the opportunity could earn them £1000?s straight and yet when they enquire find out they have to invest money and it will take them XX years to earn £1000?s promised in the ad. Be credible and moral.
  • Action!: ‘Call to Action’ messages are really important.  It is a must to include one at the end of your ad, but you could even include one near the beginning or in the middle.  A call to action message is something like ‘Call us today for more information’ or ‘Visit our website to view our staff incentives’.  Make it enticing so the reader clicks through.

Above all, put yourself in mind of the person you want to employ.  How can you reach out to them? What would inspire them and what inspired you before you joined the company.  If you are struggling to write your job ad there will be lots of copy writing services available, although bear in mind this will add to the cost of your recruitment campaign.  Far better to see if your chosen job website can help you with your text as they may offer this as a free service.

Your Job Advert Check-list

Now that your ad is complete, here is a useful check-list so you ensure all the fundamentals are covered.

  • Job title and sub title
  • Name of employer, agency or company
  • Description of the company
  • Job salary/pay scale
  • Contract type
  • Category/field
  • Location
  • Who the candidate will be reporting to
  • Qualifications and experience required for the role
  • Full job description
  • Company incentives such as pension plan, commissions and awards
  • Application details
  • Reference requirements
  • Full contact details as appropriate: Telephone number, postal address, email address, website address etc.
  • Closing date
  • The selection process

You may also wish to link to your websites for any accreditations, equality and diversity regulations and company incentives.

Don’t forget we are here to help you, so if you need any guidance when writing your job advertisement please get in touch.

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