Picture this: a candidate with a high quality profile browses dozens of job offers every day. Yours is in the middle of them, but it lacks customisation, dynamism and precision, so it goes unnoticed. What a shame! Fortunately, with some good structure and a little effort, you can make your offer more attractive. What are candidates interested in? How can you structure your ad to hold their attention?

1) A title that speaks to candidates

Your ad title should be precise, explanatory, explicit, clear and eye-catching. To find the right title, put yourself in the shoes of your target candidate. What keywords are they likely to type into a job board search engine? For example, Ninja Coder is original, but it’s much too vague. They are unlikely to search for that and click on your ad to access the details.

On the other hand, Java Full Stack Developer is much more meaningful and specific! The candidate will be more likely to take a closer look at your job offer.

Another question often comes up for international offers: should you use abbreviations or foreign terms or not in a job offer? The answer depends on your candidate persona. If they are familiar with job titles such as “HR business partner” because that is the title of their current job, you can definitely opt for this. If not, it is best to choose "HR Manager" or "Human Resources Manager".

Finally, if you are hesitating between two titles, why not use Google Trends to find out which is used more often. 

2) Don’t forget to add a summary

Many candidates read a job offer in a glancing manner. This makes a summary important. It should be below the title at the very beginning of the ad and it should contain the key information:

●       Start date,

●       Type of contract: Permanent, fixed-term, apprenticeship, etc.

●       Working hours: Full-time, part-time,

●       Location,

●       Salary.

This summary allows the reader to quickly find out whether the job characteristics and working conditions match their expectations and needs.

3) Why are you recruiting? Explain the recruitment context

"A leading company in its market”, "A fast-growing organisation"... These generalities are (still) too often used by companies to introduce the recruitment context. But they are not specific enough for candidates. Be precise and concrete in explaining why you are recruiting. Is it to grow your business? To develop internationally? Further to a reorganisation? To replace an employee on maternity leave?

These elements allow candidates to picture themselves, to better grasp the context in which they will find themselves. For example, a business development position will be different depending on whether you are looking to replace an absent employee or establish your company internationally. In the second case, the future employee will certainly have to demonstrate a innovative, risk-taking approach and adapt to a dynamic, sometimes stressful environment.

4) What will the future employee be doing? Duties and goals

In this section, the candidate expects accurate and comprehensive information in order to get a realistic idea of what their daily life will look like in YOUR company. In concrete terms, what will their daily tasks be? The more occasional ones?  What will their short, medium and long term goals be? What about work tools?

Consider using bullet points to structure this part rather than writing a large indigestible paragraph. Also, use specific verbs (coordinate, develop, guarantee, etc.).

5) A word about the team and the manager?

Few companies take the time to give details about the manager and the team in place. But they are important elements in an employee’s life. A poll by Gallup Institute revealed that more than 50% of employees have quit a job because of a manager. More surprising is the survey Mental Health at Work: Managers and Money conducted in 10 countries, including France, that shows that managers can have a greater impact on mental health than doctors (51%) or therapists (41%). So remember to give information on the career path of the superior and their management style.

You can also say a few words about the team in place: how does it operate? Who is on the team? What is the workplace atmosphere? As a bonus, why not include a team photo or a video presentation!

6) Compensation and benefits: should you mention them or not?

There are two schools of thought: those who advocate for pay transparency for whom mentioning the salary range is essential and a sign of respect. And those who refuse to mention the salary out of fear, ignorance or a firm belief. So what should you do?

The answer is up to you. It depends on your remuneration policy, the job to be filled and your values. We do note, however, that according to a recent survey, 46% of people looking for a job do not apply to job offers if this information is not included. This debate will soon be a thing of the past. With the European directive of 10 May 2023 on pay transparency, companies will be required, from June 2026, to indicate at least one pay band in their job offers.

When it comes to social benefits, there is no room for debate! Listing those on offer in your company is recommended to stand out from your competitors on condition that these advantages are a genuine “plus” and not a legal obligation. Examples: hardware pack for remote working, a gym subscription, etc.

7) And then? Talk about your recruitment process

There is nothing more annoying for candidates than being left in the dark and not knowing the next steps in the recruitment process. So be transparent and give as much information as possible:

●       How many interviews will they have?

●       Who are they going to meet?

●       How long will the recruitment process last?

●       Will they have to perform a practical case?

8) Bonus: Do not apply to this ad if…

Candidates know that they don’t always have to meet all the criteria listed in the description of the profile in order to apply. But some things are essential. To guide them, some companies add a section “Do not apply to this ad if…” to sift through candidates and discourage people who fall outside their target from applying.

Examples: Do not apply to this ad if…

●       You are not able to communicate in writing and in person with our clients in French on a daily basis;

●       You do not have a thorough knowledge of real estate law;

●       You don’t like teleworking in full remote.

8) Call to action

For a dynamic finish, why not end your ad with a call to action? The idea is to encourage the candidate to apply by listing the bonus skills that will make the difference.