What makes this copy so great?

And how can you use the same writing techniques in your job ads?

1. The headline is a question which is an easy writing technique for grabbing attention

2. The body copy tells a before-and-after story. Recruiters can do the same.

Talk about what happened to the previous job-holder (what they did before they joined, what they achieved while they were there, what they went on to do next). This helps readers recognise whether the role is a fit with their own situation and ambition.

Or, if it’s relevant and beneficial to the reader, tell the story of the company (where they were, where they are now, where they’re going).

Or talk about a typical day or week in the life of someone doing the job. Paint a word picture. It’s more interesting to read than a list of bullet-point ‘requirements’.

We grew up with stories. Readers find them compelling.

3. It includes a ‘recommendation’. What other people say about what you’re selling (i.e. a job) is more believable than anything you say. Get quotes from other employees about how great the company is, or the department, or the tech stack, or the boss…

4. It talks about benefits, benefits, benefits.

When Mitch Sullivan is coaching recruiters, he says they typically scatter benefits throughout the ad or put them all at the end, instead of at the start.

BTW, when we talk about ‘benefits’, we don’t mean things such as 28 days’ holiday, pension scheme and bean bags in Reception. Those are often legal requirements (not the bean bags, obviously) and belong at the end of the end.

We mean ‘benefits’ in the broader sense of the word. That is:

– Whatever answers the question ‘what’s in it for me?’ in the mind of the reader (because they’re a reader, not a candidate at this point)

– Whatever makes this job different and better from the same job at another employer

– Whatever is enough to make someone go through the risk and hassle of applying and (unless they’re unemployed) of moving jobs

Find out more