The hottest ways to boost your job ad

Attracting and capturing the interest of top candidates can be a challenging task, not least when competition in the talent market is increasing and people’s attention span in the digital landscape is shrinking.

But! One thing that can help you succeed on your recruitment journey is the job ad. And we are talking well-written, A/B-tested job ads that stand out from the crowd and reach the right audience. Because the job ad is often the first thing candidates see when they come into contact with you as an employer.

How to succeed in recruitment and create candidate experiences worth remembering

Ready for a successful recruitment and a candidate experience to remember? Here are our tips on how best to boost your job ad!

1. Clear messages tailored to the target group

For many candidates, the job ad is the first impression of your company. That is why you need to capture their interest quickly with an informative, targeted text that keeps them engaged and makes them want to read on. Make sure your overall message is clear and interesting, in the job title, the role description and the description of you as a company. Avoid clichés and don’t copy another job ad straight off.

2. Highlight the benefits of the role

In today’s candidate market, where candidates shop for jobs, your offer of what the candidate will get out of the role is crucial. Today’s talent also expects better insight into the company before applying, so they feel they fit the culture and can be part of your continued success. Candidates want to know “What’s in it for me?” before investing their time and commitment. Take the candidate’s point of view and identify what could attract a potential colleague to join your company. Clearly describe the unique career opportunities, training and benefits your organisation offers. Do you have flexible hours? Specific further training? Hybrid options?

3. Identify relevant keywords

Include relevant keywords that candidates are likely to search for, to improve the job ad’s visibility in search engines. Specific keywords and terms also give candidates a clear idea of what is expected of them in the role. Start from the industry, the candidate’s interests and the words they might use when looking for a job. You can also use free tools such as Google Trends or Ubersuggest to access search volume data.

4. Separate requirements from desirable experience

To increase the number of relevant applications, be clear about the required qualifications for the role. This saves both your time and the candidates’. At the same time, don’t over-qualify the role, as that can deter even qualified candidates from applying. Keep the list short and make clear what is an absolute requirement and what is a plus.

5. Strengthen with visual elements

Use images both in the job ad and when you promote it on social media. Choose images that represent your company culture and work environment. Images of people generally convert better and give candidates a visual idea of what it is like to work in your organisation. They also give better insight into your employer brand.

6. Share content on social media

Share your job ad on the company’s social media platforms and encourage your employees to do the same. Your network can be a goldmine for reaching potential candidates!

7. Use testimonials

Ratings and reviews from current or former employees can strengthen your job ad. Weave employee testimonials and quotes into the ad, or link to employee portraits or employee videos.

Activating your employer brand with video has become increasingly relevant in the recruitment market and is an effective way to connect with potential candidates in a digital world. Check out our own video tool Life Inside, which helps you create employee videos that give candidates a transparent and honest look at your employer brand and company culture.

8. A/B test your ad

Test different versions of your job ad to see which works best for the target group. Change headlines, messages or visual elements and adapt the ad based on what attracts the most applications. Use short, concise captions, headlines and subheadings when advertising on social media.

9. Clear calls to action

Use clear, engaging calls to action that tell the candidate what to do and where they will land when they click. Keep the paths short and lead to the specific job ad rather than a general career site. That way the candidate won’t get lost, or even give up and close the page, when they don’t land in the right place straight away.

10. Define your target group

To reach the right audience, you first need to identify who they are. Which channels do they use? What are their interests? Where did they study? Where do they live? Adapt the message to the target group and reach out on the platforms where they are.

11. Offer a clear application process

Finally, make sure your application process is simple and smooth. A complicated process can deter even the most qualified candidates. And when you have come this far, you don’t want to stumble at the finish line, do you?