How to write the best hiring ad – recipe from HR-PRACTICEOctober 27, 2020
Before starting work on the job description
It’s worth remembering that a recruitment ad is a text ad.
Advertising a vacancy and at the same time advertising a company – the description of the vacancy forms an idea of the professional and cultural level not only of the specialists who were entrusted to represent the company in the labor market but also of those who entrusted them with this responsible work.
Neither a beautiful logo nor an advanced HR brand will correct the negative impression of a clumsy and uninformative text – semantic and speech errors and the incorrect use of special terminology in the vacancy text will reliably scare away applicants who respect the Russian language.
And one more thing – soberly assess your copywriting skills. Unless you are a professional copywriter who makes money by writing advertising texts and articles, you will not write the best hiring ad right off the bat.
So don’t immediately start filling out the responsibilities, requirements, terms, and conditions sections with your own text. There is a better way to prepare the best hiring ad.
The best way to write a job posting
In the language of copywriters, it is called rewriting – creating a new unique text from an existing one. It works as follows – we look for texts that are suitable in terms of content, select the elements that are suitable for us, and process them into our original text. We will use this method to compose a job description.
How to write the best hiring ad
We will proceed from the fact that we already have an idea of the content and conditions of work and the requirements of the employer to applicants.
Ready-made wording for a job description can be found both in the job description and in the application for recruiting or written down from the words of the customer, but this does not guarantee you that your copywriting skills will allow you to process this information into an effective job description.
To keep our job description better, we look for job advertisements that match your job content.
We do not study the labor market to determine the optimal salary, so you can not focus on the 100% coincidence of the content of the work with ours and not look for vacancies with the texts we need only in the region in which we are looking for an employee – we are interested in texts that are successful in terms of the job description.
Successful means short, informative, without “water”, “unnecessary” words and stamps – simply, clearly, and correctly from the point of view of using special terms describing the content of the work.
Select those job descriptions from which you are ready to adopt individual words, phrases, and sentences.
If the selection of vacancies is large, copy the ads you like into a separate file. Then everything is simple – compose your job description from fragments of other people’s texts.
You can use some fragments of text and phrases without changes, you can rewrite some phrases you like using classical rewriting methods – replacing individual words with synonyms, swapping sentences in the text, changing the order of words in phrases and sentences, changing case endings.
Piracy in the use of someone else’s job descriptions is not yet prosecuted – even if you compose your job description from ready-made borrowed phrases, it is unlikely that someone will make a complaint to you.
As a result of processing other people’s texts, you will receive your own job description, which, firstly, will require less effort, time, and knowledge to prepare a good text, and secondly, it will be the best, since you used the most successful wording when compiling it selected from previously posted job advertisements.
Another important point – when analyzing other people’s texts, you can find in them separate phrases that describe the content of the work, which has not been discussed with the customer before. It happens – “forgot to say”, “seemed self-evident”, etc. If you add additional elements to your text that clarify the content of the work, it will make it even better.