How to write an impactful job ad?

The job offer. Is it still read? It's becoming less and less valuable. This is because we're fed up with reading a mixture of the company's usual "blah blah blah" crossed with the job's misunderstood pitch to the client or hirings managers. So how do you stand out from the crowd? How do you give your ads new bite? To make them complete, informative and true to life, and to do what they're supposed to do: attract candidates!

A word of advice: start by thinking about what YOU would expect from a job ad. Because bullshit in a job ad gets around. But so does authenticity!

1. Define the ideal candidate profile

• Job analysis: Start with a detailed job analysis. What are the main tasks? What impact does the role have on the company? Also consider how this position interacts with other departments.
• Skills and Qualities: Make a list of the technical skills and personal qualities you need. Consider both current skills and those that can be developed. Also consider the fit with the company culture.

Tip: just as in sales, don't hesitate to create "personas". This should help you define the profiles you're looking for, their expectations, ambitions, etc., which will be a very good guide when writing your ads. Be careful, though: creating personas can be time-consuming. To find out more about personas in recruitment, read our article on the subject!

2. Ad title

It's a bit like the email subject line or teaser message: create an emotion when you read these few words.

• Clarity: The title should be direct and easy to understand. Avoid jargon and overly generic terms. A precise title helps attract the right candidates.
• Attraction: Use relevant keywords that attract attention and reflect the position. An intriguing title can also arouse curiosity and encourage people to read the ad. Be careful, however, not to go too far into the plot: it would be a pity if your ad were not understood and therefore not consulted!

3. Company presentation

• Corporate culture: Talk about the company's atmosphere, values and mission. Be authentic, it shows. If you don't know what to put, go and ask your employees why they joined the company and why they stay, for example. Highlight the company's initiatives in terms of social responsibility or the working environment. Talk about what will interest your candidates, and avoid clichéd phrases such as "As the leader in our market, we're looking to base our growth on new talent", which is the best way to lose a candidate.
• Unique Selling Proposition (USP): What makes your company unique? Highlight these elements. This could include innovative projects, flexible working policies, or an exceptional working environment. Once again, the best way to find out is to ask your employees. Don't ask the 52-year-old accountant why he joined the company if you're writing an advert for a junior developer just out of school. Ask the youngest member of the technical team instead.

4. Details of Missions and Responsibilities

• Precise description: Detail day-to-day responsibilities and major projects. Give concrete examples to help candidates project themselves into the role. Why not give an example of what a similar profile does in a typical week, or if it's a one-off position, tell them what you can't do without them - we all want to feel useful to our company.
• Role visibility: Explain how this role fits into the team and contributes to the company's objectives. Talk about who the recruit will be working with, and what he or she will be able to do. Stress the importance of the position to the company's overall strategy. The more candidates can see themselves in the future, the less you'll need to convince them :)

5. Skills and qualifications

• Essential vs. Desirable: Distinguish clearly between skills that are essential and those that are a plus. This helps to set realistic expectations and attract a wide range of candidates. Be clear, and give examples. We don't all have the same definition of "confirmed level in javascript".
• Diversity of skills: Think about the diversity of backgrounds and experiences that can enrich the position. Encourage candidates with atypical backgrounds to apply.

6. Practical information

• Job details: Type of contract, location, working hours, salary (if possible). Be as transparent as possible to avoid misunderstandings. Attracting candidates with false hopes or false undertones will only waste your time.
• Benefits: Mention specific benefits such as insurance, vacations, telecommuting opportunities, etc., without making a mountain out of a molehill. These aren't really benefits, since everyone else offers them. On the other hand, highlight the unique benefits your company offers that make it different.

7. Advertisement tone

• Inclusive and Positive: Use language that is inclusive and positive. Avoid stereotypes and make sure the tone is welcoming to all. You're addressing your candidates for the first time.
• Reflecting the company: The tone of voice should reflect your corporate culture. A humorous tone reflects a relaxed corporate atmosphere, while a firm/neutral tone conveys a very serious and professional corporate image. It's up to you to adapt to the type of personality you're looking to recruit!

8. Development opportunities

• Training and growth: An attractive company is also a company that allows you to advance in your career, to develop your skills, in short, to come out different. Your advertisement should explain or convey to candidates how working for you will improve their daily lives and enable them to achieve professional fulfillment (and why not personal fulfillment too!).
• Highlight training and development opportunities within the company. This can include mentoring programs, in-house training, or partnerships with educational institutions: an attractive company is one that invests in its employees.
• Testimonials: Including quotes or testimonials from current employees can be very persuasive. It gives a concrete picture of life within the company. Again, choose testimonials that will speak to your target personas.

9. Advertisement distribution

• Diversified channels: Use a mix of traditional and digital platforms. Think social networks, specialized job boards and professional forums. Adapt the platform/acquisition channel to the population you're targeting (e.g. APEC is more dedicated to executive recruitment).
• Targeting: Think about where your ideal candidates are, and target those spaces. Use strategic keywords to optimize your ad's referencing.

10. Innovations in advertising

• Creative formats: Consider videos, infographics, or interactive formats. These formats can be more engaging and memorable than text alone. They can also help you stand out from the crowd.
• Recruitment events: Mention your events in the ad in a discreet but visible way (a link, a QRcode, etc.), webinars or Q&A sessions to present the project and the company. This will enable candidates to find out more about your company.

11. Follow-up and notices

• Response Analysis: Monitor responses and adjust the ad if necessary. Analyze the data to understand which parts of the ad are working well. Why not try A/B testing ads? If you're not sure which tone to adopt, try several and see which one converts best!
• Feedback: Use candidate feedback to improve your processes. Constructive feedback can be a goldmine for future ad optimization: crucial information missing or an attractive element you forgot to mention!

Conclusion

There are a thousand and one ways to design your ad, and many points to play on to convert. A well-designed recruitment ad is a powerful tool for attracting ideal candidates. By emphasizing clarity, inclusiveness and creativity, your job ad is sure to stand out. Don't forget that every advertisement is also an opportunity to reinforce your employer brand.

One last piece of advice: write authentically, based on testimonials from employees, your own feelings and those of the recruiting teams. Your ad will be much easier to write, and you'll feel it when you read it!

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