FACT ABOUT THE EMPLOYMENT MARKET: Rising employment levels; increasing number of job ads spells competitive job market for employers. So, you need to stand out to attract the right candidate.

No one likes sifting through endless applications in the hope that the right one will just jump out at you. And we’ve all sat through interviews where right from the get-go you realise this person isn’t going to work out. So rather than waste time after you’ve advertised you need to be investing time upfront in making your recruitment ad work for you so you can attract your ideal candidate every time.

It’s a marketing process.

I think that the most important thing to remember is that writing a great recruitment ad is a marketing exercise.

So rather than just trying to sell a job, you need to flip that around and think about the features and benefits of working for you in a way that will attract the attention of the person you want.

Remember you are competing for talent and skills against everyone else seeking those same skill sets.

e.g. a client of mine recently advertised for a Payroll Officer and 8 days later there were 164 ads for a similar role on and they had dropped from page one of the listings to page 8. So, you need to grab your candidate’s attention quickly, so they can act fast.

Target your ideal candidate.

The right person will be out there looking but you need to know what you are looking for to find them. Think about the level of experience, skills and knowledge you need in your business and the type of person who will be a good fit for your team. The best way to start this is to write a job description that not only covers the tasks they will do but the attributes they will need to be successful. You will know you are on target when your ideal candidate says “When I read your ad I said, that’s me.”

Write strategically.

By this, I mean that you need to structure your ad in a way so your candidate can find the information they want. Remember they are probably reading your ad on their mobile phone or in their lunch break so they want to get to it quickly and easily. Make sure your job title is simple and accurate and include your location and salary early on. Start with a quick summary of the features and benefits of the role and use dot points to stand out. Use headings to separate the content and use the three-step rule of writing: Introduction, Body and Conclusion. That way you are writing in a way that people are used to reading.

A quick example of how you can stand out from the crowd if you take the Payroll Officer example is you could expand the job title to include a point of interest e.g. Payroll Officer – Variety and Training.

Promote your culture

If you are looking for people with similar values who will fit in well then they will want to know what you are like to work for. Ask your staff what they like about working in your business and include this in your copy. Use words like “Our people say this about our workplace…”. Include a link to your website so people can do their research about you before they apply. e.g. A senior candidate we appointed recently said that the main reason he applied initially was because the culture matched his personal values.

Highlight the benefits.

If you are a small to medium business you might think it is difficult to compete against the big guys for talent. But it doesn’t have to be. You just need to know what people are looking for. These days flexibility and training are just as important as money. And if you are in a location that is convenient to say a station this can be a plus. If you are a family business letting people know you have a family-friendly environment can appeal to some people. Think about the pluses of working for you and bring them out in your ad early.

Be specific about selection criteria.

It pays to be very clear about what you are looking for otherwise you will be sifting through hundreds of applicants. This is why it is important to start with the job description. Ask yourself “of all the things I am looking for in my ideal candidate what are the 3 – 5 most important. Then state these clearly in your ad. That way when you are reading through applications it will be easy to cull out the ones that don’t fit.

Have a clear and compelling call to action.

Once they have read your ad you need to make it easy for them to apply. Use the words Apply Now as your heading. Give clear instructions about how and when to apply. Have a close off date. And be specific that they need to address your selection criteria and, ask for a covering letter. That way you will gauge their motivation for the ad. One other thing, you may wish to put a phone number. Sometimes good candidates will only apply if they have had a chance to speak with someone first.

Do your research.

You wouldn’t buy a car without doing your research and recruiting is no different. Look at who else is advertising. Check what they are looking for. And do your homework on salary, not just market rates but awards as well if they apply, so you won’t get knocked out before you start because you misread the market or got your rates wrong.