How-To Create a Great Job Ad – 3 Simple Steps

So last year I became a Blackbelt Ninja in internet recruitment and even though I’ve been doing this recruitment work for a while now, there is always still plenty to learn. So @SocialTalent I have you to thank for inspiring me to write this content.

#recruitment #advertising #contentmarketing #contentmarketingtips #creative

STEP ONE: Be Creative

Who wants to apply to a job with a list of ingredients? Not me! Think about what your audience wants to see and what they want to hear. In the competitive world of recruitment there is so much choice out there, why would they respond to a list of demands?

What’s in it for them! For instance, make sure they know that you offer great training that will help further develop them or that you have a high performing, competitive environment, but that gives them access to some of the best minds in the business to support them in delivering their personal objectives.

Use images or video to further capture their imagination, don’t just rely on words. Because we all absorb information in different ways and we want to ensure we entice a wide variety of applicants, to give us the best and most diverse choice of candidates for our vacancies.

STEP TWO: Be Emotive

Who wants to see a job advert with no personality? Not me! Think about what your audience wants to feel and connect with them in a way that imprints on their heart as well as their mind.

Speak to your potential applicants in a way you’d communicate with your team and let them get a sense of what it would be like to work with you. Talk about individuals and their successes and make it clear that there is space for more people like this in the team and you’d welcome them with open arms.

Ultimately we all want to join a company that wants us and we all want to spend time with team members who’ll be pleased to have us around. So don’t leave it to chance and reach out to them with a real sense of how great it is to work in your environment.

Here @TMP and @Yocto we love @chillidaddy in Bristol and every week we sit around and enjoy it, tweet about it and laugh about who’s going to be brave enough to have a 5, which is HOT!

Let them know what truly makes you different, it doesn’t have to be crazy, it just has to be a true reflection of your environment.


Just because your job ad is creative and emotive, doesn’t mean it lacks clarity or purpose. Get the applicant excited and emotionally bought in, but also be honest and clear around the business, the environment and the opportunity. Leave them in no doubt that this is either the right opportunity for them or that it’s a mismatch. We don’t just want more applicants we want the right type of applicants who’ll be the best performers in the role, but also the best match to the environment.

There is nothing worse than a candidate having to attend interviews for a job that just doesn’t fit. Its event worse having accepted a job to start on day one and to realise that the picture created in the job ad has turned out to be a ‘Scream’!

So why don’t you go and give it a go and let me know how you get on. I’d be more than pleased to hear your results or if you have any other ideas on how we can create great job ad copy.


Authors profile

Theo Smith has been a successful International Head-Hunter and Global Account Manager for some of the most successful and progressive conglomerates in the world. After spending several years as a professional actor delivering workshops and lectures to young people on critical youth issues, such as gang culture, drink and drugs and employment, Theo has carved out a career in business, sales, marketing and recruitment.

He now writes professional blogs, speaks at company, charity and industry events and still works in a challenging recruitment role within TMP Worldwide, a resourcing business that helps organisations hire and retain the right people by leveraging their employer brands. “We focus on brand led direct resourcing, which puts the employer brand at the heart of the resourcing process”.


Disclaimer: Views expressed are purely my personal opinions and not in any way affiliated to organisations of which I am a part, or for whom I have worked in the past. Any issues with any of the content used in this post should be directed to the author

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