Writing an online recruitment advert is very different to writing a recruitment advert for the press. Although the principle is the same, the structure and use of keywords play a greater role in attracting quality candidates to your vacancy.
In fact, just a few tweaks to your advert structure and some well placed keywords can make a big difference to the quality and quantity of applicants you receive.
To help, we have put together some great top tips that will improve the content of your adverts and also help increase its visibility on jobs.ac.uk. Simply use the following structure….
1. Descriptive job title
The job title is the most important part of your job listing for two reasons:
- It’s the first thing that job seekers will see
- It’s the first phrase which job boards, such as jobs.ac.uk, assess for relevance – so job title is your most important keyword!!
The job title you choose should be a simple, concise title that job seekers actually search on, not a creative hook or title that is only known within your institution or department.
Feedback from other customers has also indicated that the more specific you make your job title, the higher the number of appropriate jobseekers that will view your advert.
For example, “Research Studentships in Cognitive Neuropsychology” will attract better, more targeted jobseekers than “Research Studentships”.
2. Include a salary and location
Research shows that jobseekers are more likely to respond to adverts that give salary information than those that do not.
Another key element of how people search for a job is ‘location’ so it’s essential that you include keywords about the area, region or even the campus the post will be based.
3. Short, punchy introduction
The first 20 to 30 words in your advert are crucial because they’re the first words your jobseeker reads. So rather than launching into a long description of your organisation, the first sentence of your advert should be a short ‘punchy’ and keyword rich overview of the job that repeats the job title, location and provides a couple of other related key skills. For example (keywords in bold);
“University of Warwick is looking for a Lecturer in Biochemistry with a strong track record in biochemistry and molecular cell biology to join the Life Sciences team in Coventry”.
A great introduction will also help increase the chances of jobseekers reading the rest of your advert.
4. Your organisation
The candidate will want to know whom they are sending their CV/application form to so ensure your job advert has a compelling introduction to your institution or department. This introduction should be brief, consisting of no more than 2 paragraphs.
5. The job description
The job description of your advert is your opportunity to deliver relevant information regarding the precise details of the job. Be clear, concise, keep your paragraphs short and punchy and avoid using words that add ‘padding’.
Golden rule: Don’t just copy and paste job descriptions and make sure relevant keywords (including the job title) are used throughout your job description to increase its rating on job boards.
6. The person specification
What skills, qualifications or attributes are you looking for in your ideal candidate? Take hard skills from your person specification and use as keywords e.g. ‘Phd in Biochemistry’ or ‘Higher Education teaching experience’.
Try to avoid woolly words like ‘dynamic’ or ‘proactive’.
7. Clear and simple call to action
Make it as easy as possible for applicants to apply by including full instructions and contact details in the advert either by directing candidates to the relevant job on your careers site or to a page where they can download an application form. Alternatively, provide an email address where they can attach their CV.
Remember: the less time it takes to apply the better.
For more advice and top tips on online advert copywriting, please contact the jobs.ac.uk team on
+44 (0)24 7657 2839
