A job advertisement is like an open window through which a company communicates available career opportunities to the outside world. It is a kind of invitation, a detailed description of a job position that the company is looking to fill. This advertisement is the main means through which one expresses who one is looking for and what one is offering in return.

 

But are we sure that it is enough to write down the role sought, salary and working hours in order to obtain strong resumes and effectively fill the vacant role? We discuss this in detail in this article to find out which are the essential elements to include in any job advertisement to avoid wasting HR’s time and running the risk of chasing the perfect talent in vain without ever achieving it.

 

What is a job advertisement?

Imagine a job advertisement as a direct conversation between a company and anyone interested in joining it. The company introduces itself, explaining what it does, its values and its culture. Then, it describes the type of person it is looking for: the skills, experience and qualities it considers important for a fruitful and smooth collaboration. It is a way of transparently communicating what is expected of the person who would like to be part of the team.

In addition to listing specific responsibilities, a good job advertisement paints a bigger picture: it tells the story of the company, presents the vision and mission of the business, indicates how each individual could contribute to the success of the whole team. It is an invitation to be part of something bigger and, at the same time, a clear message about what it means to be part of that specific job.

When a company writes and publishes a job advertisement, it is as if it is sharing a kind of open letter with the world to attract the right people, inviting them to join and contribute to the growth of the business. It is a way of communicating openly and honestly, with the aim of finding the perfect match between the needs of the company and the ambitions of the professionals.

 

The importance of writing effective job advertisements

Job advertisements are the first impression a company gives to the outside world. Care in their drafting not only serves to attract talent, but also to avoid wasting time on unsuitable candidates. In an increasingly competitive market, the formulation of detailed advertisements becomes a strategic means of selecting the right profiles from the outset without wasting time.

A well-written advertisement acts as a natural filter, eliminating applications that do not meet clearly defined criteria. This reduces the time spent on selection and prevents the HR team from making errors in assessment. Informed candidates are more likely to self-select, reducing the risk of applications from people who, upon further investigation, may realise that the role is not suitable for them.

In addition, a detailed advertisement attracts a more diverse range of candidates, helping to promote diversity within the company. An accurate description of the work environment and growth opportunities also helps to create a positive image of the business.

 

The importance of establishing the job design before proceeding with ad creation

Defining the job design before proceeding with the creation of the job advertisement ensures an effective match between the needs of the company and the expectations of potential candidates.

Without a clear vision of what you want to achieve, the end result may not live up to expectations. The job design serves as a foundation, clearly outlining the responsibilities, required skills and growth opportunities associated with the position.

This pre-emptive approach has a significant impact on the quality of applications received. Accurate job design enables expectations to be accurately conveyed, attracting candidates who identify with the vision and requirements of the role. This reduces the risk of attracting unsuitable candidates.

With job design, recruiters and hiring managers have a solid basis on which to base candidate evaluations, improving the efficiency of the screening and interview process. This approach allows a coherent and professional image of the company to be presented to the outside world. A well-structured advertisement, derived from accurate job design, conveys trust and seriousness, helping to build a positive reputation in the world of work.

 

The differences between job description and job posting

In the kaleidoscopic world of human resources management, two key elements often come into play during job design: the job description and job posting. These two factors, although closely related, play distinct roles in the recruitment process.

 

Job description

The job description, often referred to as the detailed map of a corporate role, is much more than a simple enumeration of responsibilities and requirements. It is the key for candidates to enter the corporate world, offering a clear overview of what the role entails, the required skills and expectations. This document provides a comprehensive and realistic view of the job, thus helping to capture the interest of potential candidates and ensure that the search for talent focuses on individuals in line with the company’s needs. Let’s see together why the job description is more than just a list of tasks and requirements, and how, when used correctly in job posting, it can become a powerful tool for attracting the right candidates.

 

Job posting

The job posting is the company’s entry ticket into the world of talent. It is not just an advertisement, but an open door that allows potential candidates to cast their gaze into the company’s universe and imagine whether the proposed role could become the next stage of their career.

Beyond a simple enumeration of tasks and responsibilities, job posting captures the attention of talent through a ‘selling’ of the role, a captivating display of opportunities and company culture.

Through an engaging narrative, the job posting should paint a vivid picture of what it is like to work in the company, what challenges candidates may face and what exciting opportunities await them. It is not just a list of requirements, but a story that inspires, informs and attracts.

 

The structure of an effective job advertisement: what a job advertisement should contain

Creating an effective job advertisement is like composing a melody that resonates without jarring only through the right talent. It is an opportunity to tell your company’s story in an engaging way, presenting a vision that attracts qualified and motivated candidates. Remember that the narrative approach not only provides useful details to the reader, but also paints an engaging picture of your company. Making the job advertisement an exciting invitation can attract top talent and make the selection process faster and more effective.

 

Below we leave you a list of all the key points to include in each of your job advertisements.

 

• Engaging introduction: grab attention with an intriguing introduction. This could be a hint at the corporate culture or a significant objective.
• Company presentation: take the time to clearly present who you are as a company. What distinguishes you? What are your core values?
• Role description: share a clear vision of the responsibilities of the role, going beyond the creation of a banal list of tasks. How will the candidate’s contribution impact on the company’s objectives?
• Requirements and competences: clearly specify the essential requirements and desired competences. This helps candidates understand what is needed to succeed in the role.
• Benefits and why working here: highlights the benefits candidates will gain from working in the company.
• Application process: simplify the application process. Provide clear instructions on how candidates can apply and get in touch with the company.
• Contact and additional information: leave contact information for questions, add useful links and/or videos that show corporate life and make it easier for the reader to get involved.
• Final Call to Action (CTA): end the ad with a clear call to action. Encourage candidates to present their application in words that convey the character and personality of the company.

 

How to write an effective job advertisement: our recommendations

• Make the company known without fear: presenting the company context is crucial. Prospective candidates want to understand the essence of who they are, what they do and what makes them unique.
• Illustrate vision and mission: values are like the backbone of a company. By telling them in an engaging way, the company becomes more human and attractive. When readers identify with the values, they are more likely to see the business as a place worth investing in.
• It is also about the team: team members are the protagonists of the company story. Sharing their stories, challenges overcome together and successes achieved creates a sense of belonging. Reading about people makes the company more authentic.
• Be engaging and use the power of storytelling: engaging storytelling is a call to action in itself. By creating an emotional connection through storytelling, you stimulate the reader to want to be part of the story, to contribute to the next chapter. Storytelling transforms a job advertisement from a list of requirements to an impactful personal invitation.
• Take care of soft skills just like hard skills: soft skills and hard skills are both essential in a work context. While hard skills represent the technical and specific competences needed for a job, soft skills are personal and transversal attributes that influence the way an individual relates to others and faces professional challenges.
• It tells how team members can enrich themselves (emotionally and professionally): in today’s labour market, it is no longer enough to offer good pay and an adequate holiday plan. People increasingly understand how quality of life is priceless. They are not willing to compromise as frequently as in the past. Personal satisfaction and emotional fulfilment are just as important as adequate pay. A job that offers a sense of fulfilment and emotional – as well as professional – gratification can be highly attractive.
• Always tell the truth: sincerity in a job advertisement is a fundamental principle that goes beyond mere ethics; it is a smart strategy to attract the best talent and preserve the company’s image in the long run. In persuasive writing, the goal is not to deceive, but rather to present the work context in a way that resonates correctly with people who share the company’s vision and values.
• The longer and more detailed, the better for you: in an age where our attention is increasingly narrowed by short and fast media content, it might seem counterintuitive to write long and detailed job advertisements. However, the length of an ad is not necessarily a deterrent, but rather a natural filter for attracting ideal candidates. The right person for the ideal job will invest time in reading a detailed advertisement. This automatic filter helps to narrow down the field to those who are truly interested and in tune with what the company is offering.

 

The power to stir real emotions in the potential candidate

Imagine you are a candidate looking for job opportunities. Browsing through a series of advertisements, often very similar to each other, what would really catch your attention? The answer is emotion. It is a powerful catalyst that drives people to take meaningful action and this principle is no less relevant when it comes to attracting talent through job advertisements that elicit emotions that emotionally connect the candidate to the opportunity on offer, making the company more attractive and memorable. When a job ad succeeds in fully conveying passion and vision, candidates feel involved in something bigger than themselves and strongly desire to be part of it.

 

Examples of effective job advertisements

The search for talent should be seen as an invitation to embark on an adventure, to become part of a bigger story. Job advertisements are the front pages of this story, carrying messages that go beyond professional requirements and embrace a company’s culture, innovation and passion.

In this context, we offer some examples of job advertisements to give you practical reference points from which to understand how to improve your job advertisements. Through the power of words, we want to inspire you to attract people eager to contribute to your company’s journey of growth and success.

 

 

Example No.1

[Company name] – Where the future is already present. 

Welcome to [Company Name], the place where your career takes off and your talent is welcome. We are much more than a company – we are an ecosystem where ideas turn into innovations and ambitions into reality.

 

Our vision

Since [year of foundation], we have embraced a bold vision: shaping the future through talent and innovation. At [Company Name], you are not just an employee; you are a pioneer who builds the road to progress.

 

Why choose us

• Innovation first: we are a team of creative thinkers and innovators. Here, your ideas not only count but are the engine of our success.
• Multicultural environment: we embrace diversity as a driving force. You will meet brilliant minds from all over the world who contribute to our global growth.
• Sustainability and social responsibility: in addition to corporate success, we are committed to making a positive impact on the world. With us, you will be part of something bigger.
• Accelerated growth: we offer customised development programmes, constant training and opportunities for rapid advancement.

 

Your role: [title of position].

We are looking for a passionate [position title] to join our team and make a significant contribution to [main responsibilities]. If you are a [desired personal quality, e.g. ‘out-of-the-box thinker’, ‘problem solver’, ‘innovation enthusiast’ etc.], you are in the right place.

 

What we are looking for

[List here the main skills required].

 

How to apply 

If you are ready to be part of a team redefining the future and to work in an environment where challenges become opportunities, please send us your CV and covering letter to [email address]. We look forward to discovering your potential!

 

Join [Company Name] and turn your career into an adventure. If the future is your passion, you are already one of us.

 

Together, let’s create tomorrow!

 

[Company signature/logo]

 

Example No.2

[Company name] – The right place for every talent

Are you looking for more than just a job? Are you looking for an environment where your passions, commitment and talent can really shine? Welcome to [Company Name], a place where your contribution is not only appreciated, but celebrated.

 

Our Story

Since [foundation year], we have been committed to creating not only quality products/services, but also a working environment that inspires and nurtures personal and professional growth. We are much more than a company: we are a family where each member is crucial to our collective success.

 

Why choose us 

• Unique corporate culture: we include, support and value every individual. Diversity is our strength and unity is our goal.
• Personal and professional development: we invest in your success with continuous training programmes, mentoring and growth opportunities.
• Challenging projects: take on significant challenges and work on projects that have a real impact.
• Flexibility and well-being: we recognise the importance of a work-life balance. We offer flexibility and wellness programmes to ensure that you are at your best.

 

Your role: [title of position].

We are looking for a passionate and motivated person to join our team as [position title]. At the heart of this position are opportunities to develop and showcase your skills in [main responsibilities]. If you are a [desired personal quality, e.g. ‘innovator’, ‘team player’, ‘leader’ etc.], you are in the right place.

 

What we are looking for

[List here the main skills required].

 

How to apply

If you feel ready to join a team that values your uniqueness and offers you an environment in which to grow, please send us your CV and covering letter to [email address]. We are excited to meet you and explore the possibilities together!

 

Join us to turn your work into a passion and your passion into success!

 

We are waiting for you!

[Company signature/logo]

 

Example No. 3

This example is real and comes directly from LinkedIn and was posted by a company looking for a junior copywriter for its marketing agency. We recommend you read it carefully because we believe it can be a good source of inspiration. Keep in mind that this is a company where creative people work, so the job ad is also written in a very creative way.

 

This is what we mean when we talk to you about conveying the personality, values and soul of your company. What we show you below is definitely a winning way to do it.

 

Company: Digital Tomato, Fidenze (Tuscany)

[POV: you are inside the head of the copywriter writing this job advertisement].

  

[So, think about what would convince you to want to send your CV for an internship as a junior copywriter to Digital Tomato. Think about it and write a photonic job ad that will rain cvs into your head for days. Maybe start with a different, catchy hook, something jobseekers on Linkedin wouldn’t expect from such a serious portal. Then write who you work for, but do it seriously].

Digital Tomato is a digital company expert in digital strategy management and data tech analysis operating in Italy, Spain and Greece with a focus on the world of food & travel. Our main objective is to create strong and recognisable digital identities through our expertise and the synergies we activate with our clients.

 [Great. Now write that you’re a cool guy, that you have a moustache (no, that has nothing to do with it), that you can learn a lot of useful and fun things from your side (but say it better, be more precise, that it sounds a bit simple and you might not hit the right chords). Try something like:]

Sitting* next to me you will have the opportunity to participate in the processes of creating an effective tone of voice, you will be able to carry out storytelling, develop communication strategies in agreement with the other departments of the agency, you will be able to make writing your job.

[He then goes on to say who we are looking for: do it with your heart on your sleeve, create empathy not because you have to but because you really want to, you want the right person to work with you].

We are looking for a* Junior Copywriter who is willing to become a* tomatin* and join our young, sometimes very young, certainly close-knit and cohesive team. We want a person who makes us fall in love, who impresses, who lives in the balance between seriousness, professionalism, but also between gags and strategic aperitifs, who gets excited in front of a well-crafted dish, who is stimulated by the food and the people we have to tell.

[Then come to the requirements part: in this section be clear and precise, get straight to the point].

 

Requirements:

• lots of creativity in the service of strategic thinking
• penchant for writing
• passion and knowledge in the world of food & travel
• knowledge of the English language
• knowledge of digital trends
• ability to relate to other departments in the agency

[Now to the actual job offer part. Again straight to the point, because the reader wants to know what the agency can offer].

 

What do we offer? 

• the privilege of holding the title of tomatin*.
• a nice big and spacious office just a stone’s throw from Florence Cathedral
• the chance to work with fabulous colleagues
• 6-month part-time internship contract

 

[Now close with a call to action, although from the way you wrote this fabulous ad there should be no need for one].

The only thing left for you to do is this: send us your CV accompanied by a fabulous cover letter. Know that we will read ALL CVs carefully and respond to ALL applications we receive.

Now come on, jump in!

[Bravo, good work!]

 

The risk the company incurs by publishing incomplete or inaccurate job advertisements

Publishing inaccurate or incomplete job advertisements is like navigating the open sea without a compass. It may sound reckless, but many companies make this mistake without realising the financial consequences.

Imagine having to deal with a flood of CVs from candidates who, unfortunately, do not match the real requirements of the role. HR, full of good intentions, find themselves organising interviews that later reveal nothing more than a lack of alignment between the candidate’s expectations and the actual requirements of the position.

This is not only a waste of time, but also of valuable resources. Training sessions for new hires may prove to be useless if the candidate realises that he/she does not fully understand the company context or does not share the core values of the business.

The real challenge, therefore, is not to attract candidates, but to attract the right ones. Inaccurate job advertisements can lead to a disorganised selection process, with hidden costs in the form of unnecessary training, placements and poorly invested salaries. 

The company, on the other hand, should navigate with precision, offering a beacon of light to the talents who want to share their experience with an employer who lives up to their expectations. Only in this way will it be possible to create a cohesive and success-oriented team, avoiding the pitfalls of unguided navigation.

If you want to make sure you attract the best talent to grow your team and avoid wasting time and money on gruelling selections, trust Kilpatrick. Our experience in creating effective candidate brochures guarantees that every word is an arrow straight to the heart of the right professionals. 

Contact us and find out how we can work hand in hand to create the perfect candidate brochure, the ones that will attract genuine talent eager to contribute to business success without hesitation.