An online recruiters guide to writing job adverts that get found and get applicants hitting the APPLY BUTTON. Great insights into candidate behaviors, the channels that work and how to work them. Tips on content writing, structure and key word optimization. We also introduce you to 2 great FREE tools that will help you to execute a world class job advert writing strategy that gets the best results.

1. All attendees with receive our paper and a copy of this slide show after the webinar

2. Generating applications is fundamental to the hiring process,
so why do so many recruiters get the job spec bit wrong?
Because they fail to SELL the opportunity !
Todays topics
• A change in attitude towards advert writing
• Candidate trends and behaviours
• Advert structure, content and style
• Tips on where to post
• Free tools that can help your online recruitment

3. Remember - A Job Description
Is An ADVERTISEMENT to attract the best candidates
to your Company and the Opportunity.
•90% of all job descriptions are poorly written and are dominated by the
clients own requirements, rather than selling the company or the
opportunity.
•Many Adverts lack inspiration and are not optimised in order to be found by
the maximum number of applicants.
•Stop thinking of the job advert as a filter.
•And avoid the temptation of pre screening on career pages.
•The ultimate goal is to get the candidate to hit the apply button
•Many recruiters believe that advertising doesn’t work?
We have proof that it works
A fulfilment rate of over 80% using our recommended process?

4. Between 9-11 million unique job searches
Take place online every month

5. •Over 85% of all online searches performed by people
in work.
•Strongest candidates generally most passive
•Over 70% start their search in Google
•Over 80% select and stay in one advertising channel.
Usually one of the top 3 results.
•Over 50% spend less than 20 minutes during each
period of searching
•Over 60% refuse to fill in forms or complete pre
screening.
•Most searches performed using the right side of the
brain. We call this Passive engagement.
The real challenge – Attracting passive applicants
Make the grass look greener, but don’t over elaborate

6. How do candidates search?
What is the Google test
How do Search Engines work?
The importance of job titles and alternative titles
Example: Sales Manager | Business development Manager | New Business Manager

7. Structuring your adverts
Start with a question?
Elevator pitch
Reasons for hiring
•The opportunity for career progression
•The working environment and culture
•The potential rewards available
Opportunity to grow and advance
Describe the team make up
Make the opportunity sound interesting and
challenging.
Stick to the 60/40 rule
Do the so what test
Always include a salary range
Use the best selling positives you can to describe
the company
Optimise you 4/5 keywords

8. Lead with a question.
Example: Has anyone ever told you that you are outstanding at what you do?
Example: Is this you? It looks like you. That is if you are the intelligent hard working one with lots of ideas,
that we have been looking for.
Grab attention and influence mind set from the start.
Example: If you want to change the world, you’ve come to the wrong place. If you want to make a difference
to …. then we can potentially provide you with a job that…
Example: This job offers Almost too much responsibility Because there’s almost too much to do. But you
probably like it that way…
Tell the candidate why are you hiring?
Example: ‘Due to continued growth’ or ‘Further to our expansion into new markets’ …. We are now actively
seeking an experienced/highly ambitious/innovative individual who can help us to ….
Tips on opening statements:

9. Essential criteria
• The golden rule
ONLY AFTER YOU HAVE SOLD THE ROLE do you start qualifying
• Use ‘highly desirable’
• Desirable criteria:
• List tasks
Qualifying The Applicants

10. Remember, it’s an advert and
not a specification list !!!
You don’t ever see other products and services being sold as a
mechanical or scientific breakdown of their components.
Ground beef, gristle and
fat, herbs, spices and
stabilising chemicals
compressed into a burger
shape, fried and placed in a
white bread bun with
processed cheese and
lettuce? This product is

11. ‘What’s in it
for me?’.
Imagine every candidate reading your advert
is working for your competition.
Is your job advert powerful enough to make them consider leaving?

12. • Relevant job boards (Do the Google test)
• Aggregation services
• Social Media: But how effective is it?
• Simplify and automate where possible
• Use your own career page
• Social share buttons
• Google + Get Indexed
• Referral program
• Agency recruiters – When and how to use them
Where to post your killer advert?
‘The ideal job advert generator’
free to use recruiting platform
2 Useful Free Recruiting Tools
Where to post your advert

13. www.smartrecruitonline.com 0800 634 1818
Bring your whole recruitment process In-house
save thousands of pounds on recruitment fees

14. Smart Recruit Online
• Free to register and free to use campaign manager platform
• Pay as you go job advertising across the widest UK network for under £300
• Latest technology takes time and effort out of the process
• Integrated tools for candidate screening and selection
• Build talent pools of your own
• Web based service
www.smartrecruitonline.com