Aug

When writing an online job advert, the same care should be taken as done so when preparing a marketing document. Essentially the job function is the product, the job advert is the brochure and the Job Seeker is the prospecting client. The more effective a job advert is in promoting a specific job vacancy, so the candidate applications will increase in relevancy. Keep in mind that an online job advertisement serves a very similar purpose to that of any marketing tool and Recruiters will ensure that accurate targets are being reached.

A superbly written job advert is what sets mediocre Job Seeker Applications apart from the terrific ones. The better Recruiters can apply simple yet effective application when writing a job ad, the more relevant the Job Seeker applications will be, based on the job ad itself.

As with a CV or resume', a job advertisement is a marketing function by which Recruiters promote a vacancy within a given organisation in order to attract and maximise the quality and quantity of Job Seeker applications. In order to best understand how to implement an effective job advertisement, I intend on breaking this complex form of marketing into manageable parts. This will allow Recruiters to identify with each element of the job advert and apply their very best writing skills to each accordingly.

Before breaking a job advert down into each of its marketing elements I felt it would be worth covering a few basic tips on advertising job vacancies online, namely;

The design, font style and range and how to talk to your target audience.

LAYOUT:

The layout of your job advert is paramount in terms of appearance, and application. The design and format of the advert should be easy to understand and relay the core information in the simplest way possible. By this I mean that a job advert, much like a story (beginning, middle and end) should have an enticing title, enticing short description, informative body and an easy call to action.

FONT TYPE, SIZE AND APPEARANCE:

Never ever type in CAPITAL LETTERS and only use easy to read font types (Arial, Tahoma and Times New Roman) and only type in sizes varying between 10, 11 and 12 points. Avoid italics and always use dark colours on light backgrounds.

WHO ARE YOU TALKING TO?

Try to write in the second person, directly to the reader, such as; you will be responsible for and your roles include. This aids the Job Seekers to unconsciously visualise themselves in the role that you are advertising.

Now that we have covered the basics of Job Advertising I want to mention a job advertising acronym that has been practiced for as long as I can remember; AIDA

ATTRACT | INTEREST | DESIRE | ACTION

These four elements of job advertising can be applied to the very elements that I indent on breaking down in just a moment.

ATTRACT = Job Title

Keywords used in the title of your job ad are paramount in attracting the ideal candidate to apply. The better you facilitate accurate and relevant keywords in the title of your job advertisement, the more relevant the applications you will receive. Always use common industry terms in your job ad title and ensure that you cover the all encompassing function of the role that you are advertising for.

INTEREST = Job Ad Short Description

In the job adverts short description, it is important to identify that this your opportunity to elaborate and reinforce the impact of the title of the job ad you have previously prepared. A short description is no longer than 200 words and no less than 150. Now is your chance to describe the type of company that you are recruiting for and the role that the candidate will fulfil when performing the required staffing tasks. It is in the short description that you are able to sell the job function using leverage off the company or brand that is recruiting.

DESIRE = Job Ad Long Description

The long description of your job ad is your opportunity to deliver relevant information regarding the precise details of the job function as well as requirements of your client. In the long description of your job advertisement; bullet points, punchy and concise sentences' and a consolidated delivery of information is your secret weapon. By promoting your job ads online you must remember that internet users operate and respond differently to this information compared to print ads. Web 2 residents (users) respond optimally to information that is delivered concisely accurately and without too much unpacking required. Remember to use keywords, synonyms and phrases to reiterate important points and try to optimise the content of you advert so as to maximise the delivery of the most vital information. Using the body of you advert to generate Job Seeker desire and tap into ways that will boost their desire to want to fill the vacancy. The more information relayed the greater clarity is conveyed and the stronger the desire to apply will be.

ACTION = Contact Details

While not all Recruiters like to advertise multiple means of application or contact information, it is advised that Recruiters make the process of application as user friendly as possible. The action portion of AIDA instructs that in order to facilitate the desired action in the form of Job Applications, recruiters should open up as many means of communication available to them. Online applications are fantastic and easy to manage on an online portal; however this would mean the Job seekers are required to register and upload their CV on the portal. The online job portal may prefer for all applications to take place using their technology, however, it is more important for Recruiters to provide as many user friendly means to Job Seekers to apply by as possible. Offer a telephone number, fax number, e-mail address, web address or portal applications in order to benefit from maximum responses. Recruiters may argue that in doing so they will surely be inundated with responses; however it is important to remember that by applying all of the above methods to writing and effective job advert, only relevant Job Seekers should be called to action to apply.

Job advertising is all about finding ways to attract attention, spark interest, create desire and call to action relevant responses from prospecting Job Seekers. In order to maximise the quality of Job Seeker responses I recommend that AIDA be applied at all times when writing an effective job advert. By comprehending this simple acronym job writers will form a solid grounding in the marketing of employers staffing requirements.

Copyright (c) 2008 Camilla Patten

Come to www.jobs.co.za/http://www.Jobs.co.za and find Job Seeker and Recruiter advice to get you the job you deserve and find the candidates you seek. jobs.co.za/Jobs.co.za, South Africa's Online Job Portal