Ad writing is not a simple task. As a hiring manager, it might not be a regular part of your workload, but it can certainly eat away at your time.
You want to make sure that it is intriguing and engaging for possible applicants, while ensuring you’ve added all the key information you want to put across about the role.
So, how can you create the ideal advert that communicates all your requirements, while also catering for the needs of your potential candidates?
We’re providing you with all the advice you need to create the perfect job ad…
So, let’s start from the very beginning. People read the headline of your advert first, so you want to grab their attention and entice them to read more.
You need to find a balance between being as factual as possible, while still making your job stand out. . . Therefore, when thinking about your title, make it straightforward and pick phrases that precisely explain the function. Try to stay away from technical language, unless the role demands it.
Make sure it includes common keywords; doing so will help people find your position quickly when searching online. When choosing a title, be careful to avoid making any assumptions about a person’s gender or age.
Let’s look at an example:
On Google, We looked for “Scientific Director” positions. It was alarming to find that over 2/3 of the titles for over 75 jobs around London were simply “Scientific Director” – nothing else. These findings are not particularly noteworthy.
Consider adding extra to the title for something this generic. What, for instance, would the Director be an expert in? The life sciences sector is enormous! For the sake of the searcher, you should make it somewhat more specific, for example ‘Scientific Medical Writing Director’
The Actual Advert
Now that you’ve got their attention, it’s time to keep hold of it. The first line of your advert should be a hook – something exciting about the role or organisation that will encourage your potential candidates to keep reading.
For the main body of your advert, it is helpful to imagine your ideal candidate, and what they’d be looking for, while writing. Both selling the position and getting the appropriate candidates to apply are priorities.
When defining the function and responsibilities of the role, be precise. Consider the phrase “less is more” while writing; you don’t want to write War and Peace; instead, you want to be clear and concise, so the reader understands what is expected of them.
Keep It Up To Date
Reusing existing adverts is acceptable as long as you simply use them as a model. Avoid running the same advert for an extended amount of time. The experience and qualifications needed for the position may have changed. It can be modified to fit your specific requirements.
Since no one knows a job better than the person doing it, you could choose to use your current employees for help when drafting an advert.
Salary & Benefits
Unfortunately, many adverts neglect to mention the salary and benefits. You will find that more people will express an interest in the opportunity you are hiring for if you provide this important piece of information.
One of the first things a job applicant considers is the income, which was evaluated as an ‘important’ aspect of a job advert by 92% of individuals in the UK. Would you want to see a wage in a job advert for a position you’re interested in? The likelihood is that the response would be “yes.” So, trust your instincts.
Provide potential candidates with a clear and straightforward explanation. Candidates can easily research the market rate for a role by checking websites like Salary.com or Glassdoor. They might even ask someone they know who works within your company.
What separates your company from the competition? If it’s your benefits, tell potential employees about them. By enticing potential employees with all the advantages and benefits you have to offer, you can encourage more individuals to work for you.
Things To Avoid
- Discrimination – You should be mindful of any unconscious bias you might incorporate when creating an advert, even though it might not be your intention. Click here to read an article that gives an in-depth description of unconscious bias, including multiple examples and how to avoid them.
- Unrealistic Expectations – Asking too much could prevent your ideal candidate from applying.
- Negativity – Be certain to use a positive tone when writing your advert. This may be many people’s first exposure to your business. Ensure that it is an excellent one!
- Forgetting Structure – Ensure the text is easy to read. Short paragraphs or even bullet points are great to use!
- Spelling/Grammar Mistakes – Make sure to check, double check and triple check your work! The last thing you want is any spelling or grammar mistakes in your advert, candidates will be quick to judge!
By following these tips, you will find writing the perfect advert easier!
If you are currently looking for Life Science professionals to join your team, contact our Recruitment Specialists today.