How to write a job advertisement examples of text

The vacancy should be such that many target candidates respond to it, and non-target candidates do not respond at all. Many of the vacancies that I have seen are skewed in one direction or another:

• “We are such a magical company, so here are 100,500 demands for you - try to get to us!”
• “Are you responsible, goal-oriented and trainable? Oooh my God, you suit us!”

In the first case, the HR manager risks receiving too few responses. The second, on the contrary, can cause a huge flow of resumes, which will take a long time to be sorted by HR. But there still won’t be any worthy candidates there.

Companies talk too much about themselves and too little about the candidate. No one is trying to attract him or lure him. “Say thank you for giving us a job!”

It is important to find a balance between the requirements put forward to the candidate and what you can offer him. Sell ​​the vacancy to the applicant, describe it so well that they themselves want to respond.

In this article I’ll tell you how to do this and share how the “sell the job” approach worked in LeadMachine.

What and how to write about

So, the task of the vacancy is to sell the candidate a future job. Sounds like a landing page task, doesn't it? So why not use the same logic when writing a vacancy text as when creating a page? Why not put yourself in the shoes of a potential applicant and consistently answer all the questions that concern him? Talk not about yourself, but about him.

Imagine what interests a person who is viewing a suitable vacancy. What worried you when you were looking for a job yourself? "How much pay? Who are they? What do we have to do?". These questions should be answered first, and only then ask for something in return.

Consistent answers to the candidate’s questions form the ideal structure of the vacancy:​

To ensure that the vacancy attracts the right candidate, speak his language. Who is your future colleague? A fashionable bearded hipster who knows how to speak slang, or a strict Anna Ivanovna, who will be touched by a “you” with a little girl?

Speak the candidate's language.

Attractive position

A good headline will make you stand out among a series of dull, same-type vacancies and help you hook “your” candidate. How to compose one?

Call it what they are looking for. Sites like hh.ru sort found vacancies according to the applicant’s search query. Name the vacancy so that it will be found and seen as early as possible.

Put yourself in the shoes of the applicant. How would you look for a job if you were him? What comes to your mind first: “office fairy” or “office manager”? What does your target audience usually say: “intern” or “Junior”?

To find a common job title, go to hh.ru in your city and see which ads there are more - “sales managers” or “customer service managers.” To find out what applicants are looking for most often, look at the statistics in the word selection service from Yandex.

Be specific. This will help you stand out. Add a distinctive feature to a typical job title: an interesting advantage of the job, the area of ​​business, the qualifications of a future colleague. For example, “b2b sales manager for an agency, no cold calls.” Or “a marketer for a real estate agency, no work experience required.”

Don't show off. Many people embellish reality to stand out or be modern. They inflate the importance.

Should we call the only future salesperson “head of customer service”, and call an ordinary copywriter the now fashionable word “editor”? This may attract attention, but it will not affect the number of responses. And overall it looks pretty pathetic. Try to be objective and not exaggerate - this way you will find the right candidate faster.

Make sure you understand the meaning of all words in the job title. A content manager is not the one who should run your social media groups. Test yourself - see what responsibilities are required for similar positions in large companies. Such competitive intelligence will give you ideas: I was very inspired by the vacancies of PROFI.RU, T-Zh and Yandex.

When I wrote my first coursework at university, the teacher gave me good advice: write the title at the very end. This helps convey the essence of the work more accurately. This tip works great for job postings.

Call it what people will search for.

https://youtu.be/Oaben5g0FzY

Business Result

So, what rules do you follow when you're going to advertise for sales managers?

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Let's approach the issue of submitting an ad in the same way as submitting an advertisement. What is a job advertisement if not an advertisement?

What catches your attention when you open a newspaper spread?

First of all, large advertisements. If this were not so, then large advertisements would not be expensive.

The second thing that catches your eye is the pictures.

Third, interesting, catchy wording and the most clearly highlighted places in the text.

We will go the same way. Let's say the ad we are submitting is of sufficient size to attract the attention of a representative of the target audience.

1. If your ad is larger than others on the page, it will be more noticeable and, therefore, will attract a greater response from applicants.

Or could it be something different? Decide - take the bank or be content with scraps from someone's table!

2. Next is the image queue.

We read from left to right, top to bottom. This means that it is advisable to place the first thing the eye stops at at the top left. In our case, the picture will most likely be the company logo:

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3. If a future applicant sees that a great company is waiting for him, then most likely he will apply to this company!

More precisely, you need to recruit ambitious, hungry managers who will sleep and see how to earn more. It would be a good idea to show them - your future employees - that your company is confidently on its feet and is able to provide them with such “arable land” that will feed their family. It’s better to show that your company, if not great, is moving along this path and will become one in five minutes.

Let's sum up the required greatness in a nutshell))

For example, your company supplies equipment for construction or building materials. The buyers are one large company and several small ones. Well, why be shy - shy sellers have skinny children, and you just need to sell your company:

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4. Now is the time to explain why you need employees.

In our city there are two large producers of sausages. Their job postings tended to be on the same page. One of them was looking for representatives of rare professions: if an accountant or programmer, then with some specific bias, or a marketer with a Cambridge education. Another published a huge table with vacancies ranging from loaders to directors (!). Yes, you thought correctly - in the second enterprise there was (and is) an indecently high turnover...

Why are YOU looking for employees? Where do you put the old ones? ))

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My favorite example on this topic, which stuck with me for many years. This is the ad in Klaus Kobjöll's book Action Motivation. Delight is contagious":

“If there was no love, we would not have to look for a specialist for our hotel today. Our current “pearl” was lassoed by a Texan and taken with him to Dallas. We envy her with all our hearts, but not ourselves at all, because where will we find a replacement for her who... (then there was a list of requirements for the position).”

Isn't it great? Even if there were no text highlighting, I guarantee that such an ad would be catchy simply because of its non-standard nature!

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Let's write about the reasons for searching for employees, we have nothing to hide, right? For example, “in connection with the opening of a new direction,” or “in connection with the creation of a VIP sales department.” Use your brains – you need to formulate it as specifically and briefly as possible. Well, I came up with some cool options, but I can’t think of anything in the ad... Well, at least like this:

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5. Here, in the main part of the advertisement, it remains to indicate the name of the position.

We write not in a sophisticated way (not some “sales manager”), but as simply as possible, so that a person who is not experienced in the specifics understands who your company needs. The exception is the filter for fools. Foreign companies generally write advertisements in English. And, look, someone is being hired!

I almost forgot - be sure to highlight the position in text! This is the main ad location. “Classics” recommend indicating how many people you need. Personally, I don’t like this technique, although I mentally understand that this is an element of a reality show and, to some extent, a deadline (more on the deadline later):

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There are two mandatory points left, and four optional, but desirable ones.

6 and 7, mandatory. Requirements for applicants and your contacts with instructions on what to do.

Well, here, I think you know what to write. For example, the following:

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The font here may be small. Remember: the main goal in an ad (as in sales in general) is for the client to move to the next level. The logo - so that he reads the title, the title - so that he can go further, etc. Since the applicant has crossed the equator - he read the title of the position, then, most likely, he is interested in the vacancy and will read the requirements with the conditions.

By the way, I recently stopped liking the method of inviting people through a resume. They don’t send resumes in our area, even if you crack it. Honestly, I don’t know how to get out of the vicious circle: for many, creating a resume is more scary than coming to an interview in person. But you hardly need those who don’t even have their own resume and don’t know how to work with documents and a computer... Where is the mistake in my reasoning?

In the near future, I plan to run some test ads with other methods of inviting candidates, and see which of these methods works. I’ll definitely tell you about the results, subscribe to blog updates to be the first to know about it!

All. The minimum announcement is ready. There is no place for less information. What do you think?

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8, 9, 10, 11. Now the optional, but desirable points. There are four of them:

- slogan. At the top, to the right of the logo, above the name. A cool slogan affects emotions, and, as you know, decisions are made 70-80% on emotions. In the slogan, you can reflect the features of the corporate culture (warm relations, for example), or related preferences (for example, free training);

— elaboration of cutting-off objections. You can indicate (also in a small font) several “sort of answers” ​​to the applicant’s possible objections. What? – How far is it to travel to your office? Post a route map. Don’t want to pay a salary and this is clear from the text? Write that “the percentage of sales is higher than in the regional market.”

— an indication of the benefit for the candidate. The benefit may not necessarily be material. You can end the ad in such a way as to again influence emotions, for example: “Become a professional on a winning team!” or something worse. Or you can use the voice of reason: “Big income in a stable company,” for example.

- deadline. Advertisements containing an expiration date for a promotion or event are much more effective than “open-ended” advertisements. So write: “The deadline for accepting resumes is December 4!” There will be an impulse for indecisive natures.

So, let's list what actions can ruin a campaign associated with submitting an ad. Mistakes when submitting a job advertisement include:

— placement of an advertisement in ineffective media: non-core or small-circulation;

— small, dim and uninformative ad;

— lack of answer to the question “for what reason do you need an employee,” an unclear, complicated position, unclear rules for submitting information from applicants; as well as the absence of a slogan, elaboration of cutting-off objections, benefits, deadlines and magic kickoffs in the text;

— ignorance of the answer to the question “how did the candidate find out about the vacancy?” and further shots at random.

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Okay, we've sorted out the newspaper ad.

How to search for employees via the Internet? Should I call those who post ads, or place ads on specialized sites?

I have come to the conclusion that the candidates in our advertisements that we submit are head and shoulders above “professional job seekers.”

But perhaps you think that the Internet is not suitable for finding employees - people are fed with offers... This is not so.

Today, 99% of quality applicants come from job sites.

It’s just that the ads should be different from the “gray mass”. Be more attractive to job seekers.

At least that way.

Watch a short video - an excerpt from the webinar “How to write a job advertisement”:

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Want to create an attractive ad and post it on a job site?

Then you will be interested in this article:

Job advertisement. Sample for a job site

______________________________________________

But the announcement is just the beginning.

You submitted it, the calls started and... this is where 90% of employers and HR people stumble.

Tell me, does it ever happen to you that good applicants don’t make it to interviews?

I suffered from this until I set it up correctly.

Or maybe candidates apply but don't meet your requirements?

Do you want to quickly and freely check how well your recruitment system is set up?

Click on the tablet below

and download the checklist

"Recruiting and Adaptation

sales personnel."

arrived

Increased profits

______________________________________________

P.S. _ _ I used to conduct webinars, and now I conduct high-speed online broadcasts. This is also a webinar, only very quick.

There are 3 parts to such high-speed online:

1. We communicate for 5-10 minutes, I collect wishes, questions, problems that the participants came with.

2. Then quickly, in 15-20 minutes, I provide information, links to checklists and other related material.

Script for this part:

— diagnostic methods: criteria, checklists, document forms;

- what to do in a number of typical situations, including those that you name: with results for each step.

3. I watch the chat and answer questions that the participants have along the way.

After the end of the online session, my team and I turn the “high-speed” part + answers to questions into a paid recording.

What to choose - online or recording?

— On high-speed online, due to interactivity, you can resolve a problem, a plug that has been tormenting you for months or years;

— High-speed online is free, but recording is paid.

In addition to high-speed online events, there are other events - 2-3-day master classes, workshops.

Check out what's coming up below.

Click on the picture and reserve your place.

The description and contact form will appear immediately after clicking on the picture.

_________________________________________________

P.P. _ S. _ Do you like the article?

Subscribe to updates , I promise to constantly delight you with useful and interesting posts. Yours, Andrey Shishlyannikov.

_________________________________________________

PPPS Do you like the author?

_________________________________________________

Allay the candidate's fears

Now is the time to tell about yourself - briefly and inspiringly. “Young dynamically developing team” is a cliche. It is unlikely that with its help you will be able to stand out among other vacancies.

It’s better to try to clearly formulate what your company does - in simple language, as you would tell your mother about it. Describe why it’s great to work for you: what goals you pursue, what inspires your colleagues. Such first lines of a vacancy will hook the candidate and make him fall in love with yours (this has also become a cliche).

Any applicant wonders why you are looking for an employee: what if you miserably fired your previous specialist and are urgently looking for a replacement? Or maybe you have constant turnover due to poor working conditions?.. It’s better to dispel these fears at the very beginning - tell why the vacancy appeared.

Don’t be afraid to admit that you can’t cope with some tasks - sincerity will hook you and win you over. Everyone is pleased to feel their importance and significance for the company.

Check the text for stamps in Glavred.

Why choose you?

It's time to talk about the benefits of working in your company. I don’t recommend dumping all the good things you have on a candidate in the hope of somehow getting him hooked. Find what will hook “your” applicants.

How to do it? Write down all the advantages that come to mind, discard the crazy and obvious ones, rank them in descending order of importance for the candidate.

How to understand what is most important for employees in a given position? Try to get into the shoes of the applicant and think about what he wants. Conduct competitive intelligence - see what attracts others. Study candidates' wishes (look at profiles, add to profile chats). What if it turns out that in your industry it’s customary to work strictly from 9 to 18, and this really infuriates everyone? Then your “free schedule” advantage will cause a wow effect.

There is another non-obvious way to find out what is important to candidates - ask current employees in a similar position. Are you planning to find people similar to those who are already working? So use look-alike!

When I wrote the vacancy for a sales manager, I assumed that the key factor for applicants in making a decision about a job was income and the ability to scale it in a controlled manner. I asked my fellow sellers a question and was surprised: it turned out that the main thing is knowledge and constant development.

In a word, approach writing a vacancy like a marketer: find out what the target audience needs. There are many ways to do this - use them all.

Better ask!

ARBITRAGE PRACTICE

On June 20, 2013, the Tverskoy District Court of Moscow rendered a decision on I.’s claim against LLC “A”. The court recognized discrimination in hiring and awarded compensation for moral damage in the amount of 30,000 rubles.

I. was registered with the employment service as unemployed. In January 2013, he received a referral for employment at LLC “A” for the position of bartender in a cafe. At the appointed time, the plaintiff appeared for an interview, as a result of which he was denied employment. To justify the refusal, the employer’s representative made an entry in the employment referral form: “The candidacy was rejected due to: Russian citizenship, but not Slavic appearance.” Thus, the employer recorded in writing the fact of discrimination. I. is a native Muscovite (he has a passport of a citizen of the Russian Federation with Moscow registration), by origin he is a representative of one of the Siberian peoples who have been part of Russia for many hundreds of years.

To protect his rights, I. wrote a statement of claim challenging the employer’s refusal to the Tverskoy District Court of Moscow, as well as an appeal to the Investigation Department for the Tverskoy District of Moscow with a request to bring the perpetrators to criminal liability under Art. 136 of the Criminal Code of the Russian Federation.

The Tverskoy District Court ruled in favor of the plaintiff. And, it must be said, in the judicial practice of our country this is the first case when a court of general jurisdiction recognized the fact of discrimination based on nationality in labor relations.

What will the employee do?

This block is strictly referred to as “job responsibilities.” And the problem with many companies is that they talk about these responsibilities extremely sparingly: the applicant is not a fool, he himself will guess what to do. Well, isn’t it clear how to look for clients?

But from the candidate’s point of view this is really incomprehensible! He has his own world and his own ideas about work. It’s like with job titles: under the wording “sales manager” you can hide anything you want!

What, for example, is meant by “searching for clients”? Call using the provided database? Find the base yourself and call it? Call all 8 hours? Go out on the street and wave a branded flag in the hope of attracting a buyer? What is it like to look for clients?

Therefore, tell us what exactly the candidate will have to do. Describe what a typical work day looks like for an employee in a similar position. If he calls the databases from morning to evening, it is better to be honest about it - this way you will weed out those who are not ready for such work. Yes, do it right now, don't hide the fact until the interview. Respect candidates' time and don't waste HR's time.

It’s great to tell where the candidate will start - how the training is going, is there a probationary period or internship. When a person understands what awaits him, he is less afraid and it is easier for him to take the next step.

Assume that you will be misunderstood.

What to write in the text of advertisements about the benefits of work for job seekers:

1. Salary . Let me digress to a bearded joke with a grain of truth: “If a programmer plays games during working hours, there are two options. Either he has a lot of work and little pay, or little work and gets paid a lot.” Therefore, it is necessary to indicate an adequate salary.
2. Schedule . Most workers love a flexible schedule. But does the employer like it?
3. Number of working hours . Some jobs give bonuses for quality work. They can be used to purchase days off or vacation supplements.
4. Buns . English, gym, swimming pool, play area, lunches, coffee and cookies, mobile communications, official transport, corporate events, business trips, vouchers. The higher the qualifications of the employee, the more benefits he gets.
5. An ambitious goal . If a company can boast of high-profile achievements or clear plans for the future, the more promising candidates will respond.
6. Prospects. If a person clearly knows what he needs to do to get promoted in position or salary, the response to the vacancy will be much higher. Promotion criteria must be transparent. Then the company will receive a loyal and motivated employee.

Also read: Text for advertising cafes and restaurants: examples of what to write on the site and how to attract customers with text.

How do you know if it's suitable?

The list of requirements allows the candidate to try on the job for himself: am I suitable or not? How to compose it so that the fitting goes without problems?

Get to the bottom of it . Ask yourself why this or that requirement is important: this way you will understand what is really behind it.

• Why is higher education needed? → this way I will understand that the person is purposeful;
• why determination? → well, because I want the company's turnover to increase. It is important to me that a person is motivated to grow;
• What does purposefulness have to do with it? → I need a person who wants to earn a lot with us!

So the requirement for higher education turns into a more logical desire to earn money.

Decipher it. It will be easier for the candidate to compare his competencies and skills with a list of clear and understandable requirements. Don’t make him guess what is hidden behind the “ability to work in a team”: will he have to smile sweetly or defend his position in front of his colleagues and calmly accept criticism?

Don't use value judgments. Responsibility, demandingness, learning ability, ambition - all these assessments are not useful: they are difficult to confirm or refute. Who among us does not consider himself a responsible person? Write what you understand by “independence” - “you plan your own tasks and daily routine.”

Check the text for ratings in Glavred.

Don't write to make it happen. Some companies have huge lists of requirements for candidates - as if they are ashamed to seem too simple. It seems that there is some kind of referee sitting inside the personnel officers who evaluates the goodness of the vacancy based on the number of requirements: “Well, there are only four lines - it won’t work! It’s somehow undignified, more is needed.”

And at this moment folk art begins: provide higher education, determination, and, God forgive me, an active life position. For what? To look more solid and impressive? To show importance - they say, you won’t get to us from the street?

Leave in the vacancy only important requirements, without which the candidate will not be able to cope with the job.

Keep it simple.

Search for temporary employees

Sometimes you have to search for personnel only for a certain period of time. In other words, offer temporary employment.

In such cases, it is best to immediately publish only the truth. There is no need to write that you need workers for permanent work. Otherwise, your company’s reputation will be greatly damaged and no one will trust you in the future.

After completely writing the ad, you should re-read the text again and check it for grammatical and spelling errors. Serious companies cannot afford something as stupid as mistakes.

https://youtu.be/grGbvUneXm8

What are you offering?

Describe what you are ready to offer the candidate for doing the job: what salary and additional bonuses - a cozy office, MacBooks and all sorts of voluntary health insurance. Remember all the good things you have. Ask your colleagues why they love work.

Some companies deliberately do not indicate the amount of remuneration - “discussed during the interview.” If you are not a dream company (relatively, Google), you shouldn’t do this. Many job seekers on hh.ru filter vacancies by salary. If you don’t indicate it, the ad may not be seen.

What if the salary is not fixed? Indicate the upper and lower threshold, or even better, the average income of employees in this position. Advertisement “salary from 30 to 250 thousand.” looks suspicious, and the format “salary 30 thousand + bonuses, on average 60 thousand.” no doubt.

Show me the money.

Does this really work? LeadMachine case

To check whether vacancies written in the “sell a job” format are really effective, we conducted a test. We posted the vacancy in the old format, waited a few days, collected data, and repeated it with the new vacancy text. Conversion to response was compared.

The result is that the “sell your job” vacancy has a 2.3 times higher conversion rate!

Perhaps the tempting vacancy influenced the fact that we were able to quickly, in 3.5 weeks, find Lena, a new sales department manager. It took us 25 days to post the job, sort through all the responses and cover letters, conduct two rounds of interviews, and review test items for a week.

Share, what tricks do you use to write a great vacancy and quickly find a candidate? What else from the HR field would be interesting to read about?

Don't "moo"

Drawing attention to your company is not about showing how great you are.

A cool company is cool. Moreover, it is important for the applicant. But in such a matter as writing a job advertisement, it is worth approaching it from a different angle.

This is presented not from the position of “We”, but from the position of what your coolness (or the listed features) brings to a potential candidate.

What does the candidate get for himself personally by reading things like this in the description?

I swear, I took this directly and in this form and order from a real vacancy:

Firstly, this is directly related to the sections about “extra” and “non-specific”. Especially considering that this is a content manager vacancy.

And, secondly, the way it is presented. Well done to you all for doing this. But what does this matter to me?

Present it differently.

The company works in different directions from... to..., which means you will gain experience in several areas of business.

The company uses modern technologies such as……. They will simplify (speed up, make easier) your work, and therefore increase productivity and income.