The perfect job ad
Did you know that 50 per cent of candidates abandon applications
because important information is missing from the job ad?
In a digital era, it’s no surprise that some two thirds of applicants use online platforms to look for a new job. Therefore, online job ads remain the number-one instrument when it comes to finding new and qualified employees.
An online job posting must meet a variety of requirements in terms of both content and appearance.
This guide provides a straightforward overview of how to create the perfect job ad.
Layout and structure of your job ad
What applies to all other web pages also applies to online job offers: if you present the information clearly and consistently, candidates will tend to stay on the page longer. And the more pleasant the job offer is for candidates to read, the more likely they are to apply.
60% of QUALIFIED WORKERS say that the visual aspect of a job advert contributes to their decision whether or not to apply.
Only 35% of CANDIDATES say that company information is generally clearly presented.
The most important tips and tricks for clearly structuring a job ad:
- Split your job offer into the following: job title, introduction/company description, job description, requirements profile, benefits, contact details, additional information (e.g. location or call to action/application function).
- Split the individual sections into structured blocks.
- Highlight the titles of individual sections typographically.
- Visually emphasise the key information, especially the job title.
- Position the most important information towards the left, as people read from left to right.
Job title
The job title is the first thing candidates see. It is crucial in attracting candidates to your offer. You should therefore make the job title as concise as possible.
Avoid the following:
- A combination of different languages, e.g. Dutch and English
- Job titles that are only used in your company’s internal jargon
- Fillers such as ‘We’re hiring/‘Career opportunity’
- Mentions of soft skills such as ‘team-oriented’ or ‘dedicated’
- Abbreviations such as “QA Manager”
Introduction
Your introduction allows you to answer all the questions candidates might have about your company. Thanks to the many customisation options available, you can create a unique profile and develop your employer branding strategy.
In addition to the size of the company and a description of its products and services, it is recommended that you describe the specific features of your company’s sector of activity.
Don’t hesitate to tell candidates more about your company.
Share your vision, mission and values with them. Describe your company’s essential contribution to achieving an overall objective and the role played by each employee. This gives candidates an initial idea of your corporate culture and whether they can identify with it.
Stimulate candidates’ emotions and curiosity and avoid banal adjectives such as “innovative”, “leader”, etc.
Present your company as it really is, not as you would ideally like it to be. Recent surveys show that candidates are quick to spot empty phrases in job offers and often give little credence to ready-made formulas.
Job description
The main tasks and responsibilities must be described clearly and in detail. According to a Stepstone survey, only 42% of candidates believe that job descriptions describe duties and responsibilities in a way that gives a clear picture of the position.
Describe the role in as much detail as possible:
- Use keywords to describe the role in five to eight bullet points.
- Establish a hierarchy of duties by starting with the most important ones and ending with more minor details.
- Round off the section with information on strategic topics, the level of operational responsibility and/or current projects.
Profile
The required specialist knowledge and the desired qualifications (professional or academic) must be clearly stipulated in the required profile.
- At the very least, you should describe the qualification(s) needed and the specialist knowledge relevant to the position.
- Indicate how much professional experience you expect the ideal candidate to have.
- If no qualifications or prior knowledge are required, make this clear.
- Clearly state which requirements are essential and which are merely desirable.
Again, avoid empty words like ‘good team player’, ‘communicative’ or ‘able to work under pressure’. Few jobs do not require these skills. Instead, try to define – as a team, if possible – which specific skills are really important for the job in question.
Don’t forget that either too high or too low a standard will put candidates off. It’s all about finding the right balance.
Corporate benefits
Don’t just list what you want from candidates. You also need to explain what your company can offer them.
Stepstone’s ‘Job hunting in Focus’ analysis shows that skilled workers are particularly interested in the following benefits:
- Financial benefits (e.g. pension savings, profit sharing, performance-related bonuses)
- Company restaurant, free drinks, meal vouchers
- Sport and fitness programmes
- Employee events
- Childcare, family support services
- Homeworking
Respondents were less interested in whether they receive a company smartphone or whether they can bring their pet to work.
Analyse the needs and priorities of the target group that you wish to reach with your job offer – and include benefits that are particularly important to them.
Salary
Is it still taboo to talk about money? As our Stepstone analysis shows:
Nearly 60% of jobseekers would like to see salary information in the job advert. Candidates would also like job offers to be more transparent on other subjects.
Location
Is your company particularly well located? If so, mention it in your introduction.
False promises, exaggerations and smoke and mirrors? They will come to light sooner or later and will often lead to disappointment or, in the worst case, the premature departure of the new employee.
Location under the job title:
- It is preferable to have only one location per job offer (if more than one location is preferable to place multiple offers)
- It is preferable to choose the name of the commune (and not “Kempen” or “Province Brussels” or “Belgium”)
- No home office
- Avoid extras such as “Store – Hasselt”
Location on Google Maps:
- Always enter an existing Belgian postcode (without a postcode the job cannot be placed on the VDAB)
- Be as precise as possible and, if possible, give the full address
What information do candidates want to see in job advertisements?
In job advertisements, candidates too often come across vague terms such as ‘competitive salary’ or ‘performance-related pay’. So there is room for improvement in Belgium when it comes to salary transparency.
While it’s understandable that companies are reluctant to talk about salaries, a lack of transparency can give the impression that they want to give themselves a chance of hiring someone at the lowest possible salary.
That’s why we should start talking more openly about money. When you give an indication of salary in a job advertisement, it’s important to consider carefully what salary would be competitive for the job in question. Many factors play a role here: in which cities and regions do employers offer the highest salaries? Which sectors pay the most?
Find out here whether you are offering sufficient salaries and what you need to bear in mind when setting remuneration levels.