job adverts
how to design and write effective job advertisements - tips and techniques
The best techniques for writing effective job advertisements are the same as for other forms of advertising. The job is your product; the readers of the job advert are your potential customers. The aim of the job advert is to attract interest, communicate quickly and clearly the essential (appealing and relevant) points, and to provide a clear response process and mechanism. Design should concentrate on clarity or text, layout, and on conveying a professional image. Branding should be present but not overbearing, and must not dominate the job advert itself. This article relates mainly to designing and writing job adverts to appear in printed newspapers an magazines media, although the principles apply to other media and methods. The information must be communicated effectively one way or another to the target audience.
Job adverts and recruitment processes should follow the classical AIDA selling format: Attention, Interest, Desire, Action.
This means that good job advertisements must first attract attention (from appropriate job-seekers); attract relevant interest (by establishing relevance in the minds of the ideal candidates); create desire (to pursue what looks like a great opportunity), and finally provide a clear instruction for the next action or response.
Job adverts written by people who fail to follow these vital principles will fail to attract job applicants of quality in quantity. I generally try to avoid pointing out what not to do. Positive examples generally work better than negative ones, however it is useful to point out some common pitfalls for writing and designing job adverts - the quality broadsheets are littered with examples every week, and you will do well to avoid these traps:
job adverts no-nos
over-designed graphics (distracts and slows reading)
extravagantly presented layouts and words (distracts and slows reading)
difficult to read quickly or at all for any reason
font (type-style) too small or too large
capital-letters (upper-case)
lots of words in italics - they are a lot more difficult to read quickly
strange-looking or fancy fonts
printed in daft colours or tints against a coloured, patterned or picture background
clever or obscure headlines
coded and idiosyncratic communications
too much technical detail about the job or the company
too many words - they are a real turn-off - keep it simple
uninspiring, boring descriptions of roles and ideal candidates
too much emphasis on the job and not enough on the person
adverts in reverse (mirror) or upside-down (not permitted anyway by most media)
weird advert box shapes, for example wide and flat or tall and thin
huge half-page or whole-page or double-page spreads - a waste of money
If you use a designer to create and produce artwork for your job advert I urge you to control their creative instincts - a job advert is advertising a job, it is not a CD cover or a bottle of shampoo.
Here's a reminder of the essential writing tips for advertising and for clarity of business communications, in the context of writing and designing effective job or recruitment advertisements:
job adverts
how to design and write effective job advertisements - tips and techniques
The best techniques for writing effective job advertisements are the same as for other forms of advertising. The job is your product; the readers of the job advert are your potential customers. The aim of the job advert is to attract interest, communicate quickly and clearly the essential (appealing and relevant) points, and to provide a clear response process and mechanism. Design should concentrate on clarity or text, layout, and on conveying a professional image. Branding should be present but not overbearing, and must not dominate the job advert itself. This article relates mainly to designing and writing job adverts to appear in printed newspapers an magazines media, although the principles apply to other media and methods. The information must be communicated effectively one way or another to the target audience.
Job adverts and recruitment processes should follow the classical AIDA selling format: Attention, Interest, Desire, Action.
This means that good job advertisements must first attract attention (from appropriate job-seekers); attract relevant interest (by establishing relevance in the minds of the ideal candidates); create desire (to pursue what looks like a great opportunity), and finally provide a clear instruction for the next action or response.
Job adverts written by people who fail to follow these vital principles will fail to attract job applicants of quality in quantity. I generally try to avoid pointing out what not to do. Positive examples generally work better than negative ones, however it is useful to point out some common pitfalls for writing and designing job adverts - the quality broadsheets are littered with examples every week, and you will do well to avoid these traps:
job adverts no-nos
over-designed graphics (distracts and slows reading)
extravagantly presented layouts and words (distracts and slows reading)
difficult to read quickly or at all for any reason
font (type-style) too small or too large
capital-letters (upper-case)
lots of words in italics - they are a lot more difficult to read quickly
strange-looking or fancy fonts
printed in daft colours or tints against a coloured, patterned or picture background
clever or obscure headlines
coded and idiosyncratic communications
too much technical detail about the job or the company
too many words - they are a real turn-off - keep it simple
uninspiring, boring descriptions of roles and ideal candidates
too much emphasis on the job and not enough on the person
adverts in reverse (mirror) or upside-down (not permitted anyway by most media)
weird advert box shapes, for example wide and flat or tall and thin
huge half-page or whole-page or double-page spreads - a waste of money
If you use a designer to create and produce artwork for your job advert I urge you to control their creative instincts - a job advert is advertising a job, it is not a CD cover or a bottle of shampoo.
Here's a reminder of the essential writing tips for advertising and for clarity of business communications, in the context of writing and designing effective job or recruitment advertisements:
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