Get Better Results from Your Job Ads

Get Better Results from Your Job Ads

The world of recruiting is comprised of a range of different techniques with different goals and results. Of them all, however, writing effective job ads is something that has stood the test of time. Although social media, career fairs, job boards, and even recruiting passive candidates are effective, they all need a pitch or a hook to attract the right candidates for your business. That hook is a great job ad whether it is posted on a job board, used on social media, or in a personal email. If you’ve been recruiting for a while and are finding that your results are mediocre, you may want to revisit your job ads.

So, if you want to get more quality instead of quantity from your recruiting, here’s what to do.

Stop Using Job Descriptions as Your Ad

Most small businesses make the mistake of using either their job description or an abbreviated version of it instead of writing an ad that will attract the right candidates. That’s an old-school recruiting tactic I call post and hope. Too many small businesses post an ad on a job board and hope great candidates see it. Unfortunately, that strategy doesn’t work so well. You may get lucky, but who can rely on luck when you have a position to fill?

When you use a job description as your ad, you spend your time screening out unqualified candidates. That process is time-consuming and often mind numbing. Who has time to read all those resumes?

Understand Your Ideal Candidate

Have you ever wished you could combine the skills or personalities of several people into your perfect employee? Most of us have felt that way at one time or another. Here’s where you get to be a designer and unleash your creative genius to turn that dream employee into reality. As a small business owner, you have a great opportunity to hire some of the best people in the market, and it’s easier than you think. Many times, as a small business owner, you can offer things a larger company is unable to offer.

Start by spending time thinking about what your ideal employee looks like, what is important to them, and why they would want to work for your business. The most useful question you can ask yourself is, “If I were a potential employee, why would I want to work for my company?” This thinking is much more employee focused. By understanding what an ideal employee would find attractive about working for you, you can use that information to attract high performers to your company.

Your Job Ad is a Marketing Tool

The best job ads are open and honest about all aspects of the job. They are written in a way that appeals to the best candidates and screens out those candidates who lack the attitudes, behaviors, and personality traits required to be successful in your business. Because you’ve got about seven to eight seconds to grab someone’s attention, use your first two sentences wisely. You want your ad to immediately stand out and make your ideal candidate read more.

A great ad creates an image in the minds of potential candidates of what it means to work for your business. It should differentiate why your ideal employee would be happier working for you than for any other company with the same type of job.

Be Human

The more human you are, the more successful you will be. Remember you are recruiting people. While we want faster, automated processes, our ideal candidates want human interaction. Job seekers are dying to have conversations with you.

Social media is a great tool to showcase your company and what it is like to work there. It is also an effective way to have these conversations and build your employer brand. Posting rich, informative information related to your company or industry can entice more interaction with possible candidates. Keep the conversation going by sharing valuable content and responding to candidates’ questions quickly. In addition, engaging current employees to post about the company gives potential hires a look at how it feels to work in your organization.

It’s that easy.

My upcoming book, The YOLO Principle: The Ultimate Hiring Guide for Small Business, gives you a roadmap to hiring success. You will find more tools and resources for writing great job ads that attract the right people to your business. Simply text RECRUITER to 44222 to get a free sample of The YOLO Principle™.

Of course, you can always ask for personalized help. If you need some insights to get started, schedule your insight session today, call mesend an email. And, the best part is that it’s FREE!


Rebecca Barnes-Hogg, SPHR, SHRM-SCP, is The Small Business Hiring Expert and works with small business owners and entrepreneurs who want to end their struggle to hire the right people. She is the author of the upcoming book, The YOLO Principle: The Ultimate Hiring Guide for Small Business, and a co-author of Rethinking Human Resources. She can be reached at 843-779-YOLO (9656) or