Top job advertising tips from job boards

What makes a job ad work? We asked the most popular UK job boards what they thought were the most important things recruiters could to do make a success of their job ad on their job boards.

1: Clear Job Title

This was the one thing that all job boarders thought the most important for employers to get right. A clear job title allows candidates to find your job. People look for popular job titles so be sure to use one.

2: Good Copy

Many recruiters think job posting is simply a matter of cutting and pasting the job description onto the job board. It’s not. It’s called ‘job advertising’, not job ‘descriptioning’. You are selling something. So don’t describe it; sell it!

3: Specific job location

Jobs with “nationwide” in their location will simply not match or rank with the majority of candidates searches and, therefore, won’t be seen by the majority of candidates. If someone lives in Hull they will search for “jobs in Hull”. Nobody searches for jobs nationwide. Be sure to add a specific job location.

4: Apply online option

The majority of job boards prefer recruiter to allow candidates to apply via the job board itself. The reason for this is that redirecting a candidate away from the job board for application purposes leads to up to 40% fewer candidates applying. The web is all about making things easier. Allowing candidates to apply via the job board is easier. If you do decide to have candidates apply off the job board, make it as easy as possible for them.

5: Apply by email option

While most job boards prefer to have candidates apply by web form on their own website, they are happy for email applications too. Email is simple and straightforward for candidates. Make this option available. Indeed, the more application methods available for candidates the better your chances of recruitment success.

6: Specific Salary

Candidates always search by salary so be sure to include one. Would you search for a “competitive” salary? Having a salary allows candidates to determine the level of a job. An account manager on £22k is very different to an account manager on £55k. Having a salary will allow candidates to screen themselves out.

7: Include a logo

Candidates really like logos. Why? Because logos let them know quickly that the job is “real” (i.e. not a recruitment agency job) And candidates like real jobs. Anecdotal evidence suggests that putting a logo on a job ads will result in a doubling of the number of people looking at it. Adding a logo is an easy win so be sure to add one.

8: Career Opportunities

People do like to know where the job is going. If you are looking for someone to grow and develop with your company, let them know. If you are planning the development of your team, let the candidates know. Money is important but career progression is important too.

9: Include benefits

Salary is only half the story for many candidates. Is there BUPA? Gym? Study? Training? Car? Pension? These things are increasingly important for people particularly as they get more senior.

10: Qualifications

If you need candidates to have qualifications to do a job, be sure to mention it. First, such qualified candidates tend to search for jobs by qualification. An ACA accountant will search for ACA jobs; a CIMA accountant for CIMA jobs. Second, and perhaps more importantly, specifying a qualification will allow candidates to screen themselves out so you’ll get fewer unsuitable candidates.

Next steps? Check out these other guides and articles:

• A job description is not a job ad
• Avoiding discrimination in job ads
• Choosing the right job title for your job ad
• How to get job seekers to read your job ad
• Salary and salary ranges on job ads
• Selling the SME company to top talent
• Top job advertising tips from job boards