What’s the secret to writing great job ads?
Transcript MS: Make it about the candidate. Be very explicit about what’s in it for them. And don’t bury the good stuff at the bottom of the ad. Sometimes I see ads and right at the end it’s got a little sub-section that says: “What’s in it for you?” and then I think: “Wow, there’s …
To write a good job ad you need good information
Sometimes I hear recruiters complain that they can’t always find the “creative inspiration” to write a good job ad. The problem with creative inspiration is it’s unreliable and rarely turns up when you need it. Plus, if you’re working on multiple jobs at once (which most recruiters are) whatever creative juice you do have is …
To write a good job ad you need good information Read More »
Do you mention the ‘boring’ bits in the job ad?
Transcript JB: Every job’s got boring bits. Every job’s got bits that people don’t like. And I think it’s fair enough, to be open, honest and transparent about those boring bits. You might not put that in the headline. You might just have a paragraph further down the ad that says: “Not every day is …
How do you open a job ad?
Transcript If you’re really stuck, then just go basic and just make the opening line in your ad as: “Here’s why I think you’ll love this job”. And then tell them why you think they’ll love that job. Just be completely explicit. Tell them what it is and that will statistically get more people reading …
Where do you get your ideas?
Transcript Here’s a little technique that I use, which may help. Obviously, and I said to somebody earlier, what’s critical to writing a good ad is getting a decent brief from the client. And one of the important elements of the brief is: “How am I going to sell this job? What is there about …
2 easy headline-writing ideas
Transcript JB: If you make it a question in the reader’s mind, they’ll instantly be answering to themselves: “Yes, that’s me”, or “No, that isn’t”. If you use the word “You”, that is another writing technique – not just in the headline but throughout an ad – that is going to make it more compelling …
How do you write a compelling headline?
Transcript A pattern disruptor is the opening sentence or two in an ad that is completely different to what the reader would be expecting, which arouses enough curiosity for them to want to read more, to find out what that relates to. The most obvious example of that I can think of was an ad …
What’s the best structure for a job ad?
Transcript MS: I’m going to let you answer that one, Jackie. JB: Oh, thanks, that was a surprise! MS: You’re welcome. JB: There’s a formula that stands behind all advertising. It’s tried, tested and proven over decades. And it’s a four-step formula that guides every advert that you write. It guides every candidate conversation you …