Writing great job ads is often more difficult than it looks. As well as selling the key requirements of the role, and presenting your company in a positive way, the job ad has to attract the right talent, and drive a response from suitably qualified candidates.

With a bloated job market, it’s more important than ever to stand out from the crowd. So, to help you attract the best talent, here are 13 tips and tricks to help your ads succeed:

1. State the Salary Range

The decision to disclose the salary offer in a job ad may positively or negatively affect the number of qualified job applicants and their expectations. It is a touchy subject with some employers, but a long hiring process can be a headache. And when you fail to disclose the salary range early on, you may find out late in the game that your top candidates are not interested — and now frustrated.

2. Showcase Your Culture

Assuming you are targeting Millennials, you need to give the reader a genuine sense of your culture. Culture is paramount to the younger generation. When showcasing culture, show, don’t tell. Avoid saying things like “We have a great culture” when you can communicate this more effectively through your writing, style, humour and tone.

3. Make the Job Title Attractive

Make sure the job title has both your industry and the common name for the position. People generally search job boards by position title, location and field. By having this information readily available in the title, you set a very clear picture of what you do and whom you are looking for to fill the role. This helps attract a more focused set of candidates for your hiring pool.

4. Ask a Real Question

Job seekers are discouraged by impersonal job portals that accept only a CV and cover letter. Asking a short but real question or presenting a problem for them to solve proves that you’re interested in how they think and gives you the added benefit of seeing them in action. Qualifications aren’t enough to prove a candidate’s potential fit and value, but their solutions to real problems can be.

5. Don’t Follow the Same Old Format

Describe your job posting differently, and you’ll end up with candidates who are looking for something different. That means have fun with it. Speaking honestly and humorously about what the job entails is the best structure to communicate.

6. Talk Autonomy and Flexibility

Present the culture within your company as one conducive to innovation, flexibility and ample creative autonomy. If a prospective new hire knows they can experience on some level the same freedom that the CEO enjoys, they will be more passionate and dedicated. It’s a recipe for success that desirable candidates will recognise and embrace.

7. Use Photos

Stand out with a picture of the office, the building, or even the company infographic — some visual representation of what can be done.

8. Utilise Video

To stand out from the crowd and really let your potential candidates get a feel for what your brand is all about, make use of video. Many job sites now include video linking, and what better way to show off your company than having a behind-the-scenes video of your workplace where the viewer can meet some key team members, see inside your office and get a feel for your vibe before they apply?

9. Get Specific About Personality Fit

Personality and culture fit is one of the most overlooked criteria for potential job candidates, and often the most crucial. Save time and identify better candidates by describing not only your culture, but what that means in concrete terms to the position and the team dynamic.

10. Don’t Use Buzzwords

Most job seekers aren’t looking to be a “ninja” or a “rockstar” or even a “code monkey.” Describe the work environment, and focus on your desire to hire character first. People want to work in a place with other good people. If they know you place character high on your requirements list, it will be attractive to them.

11. Share it on social media

You shouldn’t just keep your vacancy on traditional job sites – make sure you’re also promoting yourself through your available social media profiles. LinkedIn is one of the best platforms as it is the most career-driven and you can allow candidates to submit their CVs linked to their profiles. If budget allows, you can also attract applicants through promoted posts on Facebook and Twitter. The more you amplify your position online, the sooner you can make the right hire!

12.Keep your target audience in mind

In the same way that a marketer needs to focus on their target market and how best to appeal to them, as the writer of a job ad, you need to think about who you’re writing for. So, before you start to write a job ad, it’s smart to create a profile of your ideal candidate, list their skills, abilities and experience, and what will convince them to apply for the position.

13. Include the finer details

Your advert should be as clear as possible when describing the position’s regular tasks and responsibilities, but don’t forget to be just as detailed about other factors. When listing where your company is, include information about public transport links and the amenities of the surrounding area. If you’re pitching yourself as an ‘award-winning company’, state what awards these are and always let people know as much as possible about employee benefits.

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