A job advertisement works more than ever like a business card Company. In addition, it is similar to one Application to see. Yesterday's standards are usually not convincing anymore.
What is important?
It is important to stand out from the crowd and communicate distinctively in order to make an impression. Above all, it is about the first impression, which is known to count. A well thought-out job advertisement stays with the applicants Head and in the best case also leads to good applications.
The most important are clear understandable statements, free of general descriptions. The following criteria must be met:
- a clear, self-explanatory job title
- a clear description of the tasks, which conveys an exact picture of the future job - always with the aim of fetching the applicant in mind in advance of the application (keyword: involvement)
- a realistic profile that makes it clear what knockout criteria and what requirements are “nice to have” – it is particularly important here that companies and recruiters themselves are aware that the choice of words is crucial. There is a clear difference between "desirable" and "desirable".
12 tips for the perfect formulation of a job advertisement
The books on the subject (advertising)
Texts are craftsmanship and headache, so there is always a certain technical requirement. Therefore, for all formulations:
- The perfect position display is as short as possible and as long as necessary - depending on the medium
- Companies have to stand out from each other and avoid randomness
- The following triad has proved its worth so far, whereby the second and third point should complement each other: Who am I (as a company)? What do I offer (as a job)? Why should you decide (as an individual) for this job?
- What does the applicant have to work at XY? The offer to the applicant must be convincing and uniquely formulated.
- Creativity and language skills are required to stand out. Which company does not claim to be able to offer “an innovative company with a pleasant working atmosphere”? A lot can be done here, especially on the language level, and there is also the opportunity to stand out.
- (Eg unnecessary soft skills in the profile - better if at all necessary in the task description)
- The content of the text must be appropriate to the medium
- The medium and the way in which the content is consumed determine the form (eg Print vs. Desktop vs. Mobile - with digital content the SEO factor is always added)
- A good text that inspires the target group is not a matter of course. Too often the subject areas, which pretend the content, lack the view through the spectacles of the candidates (keyword: Candidate Experience)
- Even if the job advertisement is a "traditional" means, you have to keep up with the times with the formulations
- Anyone who is able to arouse honest interest with a job advertisement and to get the applicant to keep himself informed, for example through the company's career website, comes closer to his desired candidate.
- The aim is to meet the target groups and their needs. Choice of words, expression and style must fit. You have to deliver content that interests and inspires you.
Top books on the subject
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