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How To: Write Killer Job Ads (6 Principles)

Johnny Campbell

Co-Founder & CEO

@socialtalent

/johnnycampbell

Source: Google Trends (google.com/trends)

Do people still search for jobs?

Candidate Applications

Invited to Interview

2nd Interview

Offer

Inbound Recruitment Funnel

Career Website Visitors

Clicks on “Apply” button

500

50

Average Conversion

Rate:

1

What prevents the other 89% of people from applying?

Average Click-Through-Rate of Ads: <11%

• Not ready to apply, don’t have a CV/Resume ready• Ad is too vague• Dont think I would be considered• Can’t see what I would get out of this• I don’t know much about the company• I want to apply discretely• Ad is not interesting!!!

Candidate Engagement

Area Sales Manager – Midlands £30k-£35k + Bonus + Company Car

Are you a great salesperson? Are you interested in the industrial industry? Do you want a great Career?

If yes to all of the above this could be the opportunity you have been waiting for.

My client is a global market leader and has been established for over 50 years, due to ongoing growth and Harry retiring from this role, a role that he has been in for over 20 years, it has presented the opportunity for another legend to take over.

You would be working within a team of 10 other Area Managers that cover all of the UK. You would be working specifically within the Midlands area and part of your role would include retaining and developing new and existing business within this area. As part of your role you would receive ongoing training and also the chance to progress within this highly successful company.

A proven track record of your brilliance is essential, and you should also be able to demonstrate that you are capable of managing various accounts. If you have experience in the industrial/automotive industry or similar, this would also be an advantage.

This role is now active so please submit your CV’s consideration.

julie@graffitirecruitment.co.uk

The Language of Great Job Ads, Backed By Science

First extensive scientific research into job ad language and its impact on Application Rates and Application Quality

The Language of Great Job Ads, Backed By Science

What they discovered:

Supportive: What you’ll need to do in the role and how we’ll help you do it

Demanding: What skills and experience you need to have in order to be able to do it

University of Saskatchewn, University of Calgary, University of Vermont, March, 2014

The Language of Great Job Ads, Backed By Science

What they discovered:

Supportive Demanding

SupportiveJob ads received 3 times the applicants and higher application quality than demanding ads

DemandingReceived poorer application rates, and poorer quality applications - candidates were less discerning and lower quality

University of Saskatchewn, University of Calgary, University of Vermont, March, 2014

The Language of Great Job Ads, Backed By Science

Demanding/ Company Centric Ads: Job ads written where the company’s Demands of the candidate need to match the Abilities of the candidate

Typical phrases used:

“The successful applicant will have excellent written and verbal communications skills and be a motivated, self-starter who is able to complete tasks in a timely manner”

The Language of Great Job Ads, Backed By Science

Supportive/ Candidate Centric Ads: Job ads written where the Needs of the company are matched with what the company can Supply for the candidate

Typical phrases used:

“As a core member of the Project Management team, you will be expected to work autonomously and deliver on project phases on time and on budget. We will help you achieve your goals by continuous professional development, and regular career progression sessions”

The Language of Great Job Ads, Backed By Science

Supportive/ Candidate Centric Ads: Job ads written where the Needs of the company are matched with what the company can Supply for the candidate

Typical phrases used:

YouYourYours

Made to Stick: 6 Principles of Sticky Ideas

1. Simplicity

Relentlessly Prioritise!!

Google’s mission is to organize the world’s information and make it universally accessible and useful.

McDonald’s brand mission is to be our customers’ favourite place and way to eat.

You will be responsible for hiring the people that will enable Social Talent to change the way the world finds and hires talent.

2. Unexpectedness

Surprise increases alertness & focuses attention…but it does not last!

Instead, we must use Interest & Curiosity

Violate expectations, be counterintuitive

Ambitious. We’re not interested in people who want a job. Apply elsewhere for that. We want people who’d like to own a company like ours one day and if that fails, you’ll retire early off of your great commissions. We have big dreams and we expect you have to the same.

3. Concreteness

How do we make our ideas clear?

We must explain our ideas in terms of human actions, in terms of sensory information.

Naturally sticky ideas are full of concrete images:

We are 30 people, 22 in Dublin, 6 in Poland and 2 lads (Vince and Walter) who live in Cork and refuse to move to Dublin. Our office is next door to a cool university, on the tram line, we have a cool Smeg fridge and our oldest plant’s name is Harry!

4. Credibility

Sticky ideas have to carry their own credibility!

Smoking is bad for you

4. Credibility

Sticky ideas have to carry their own credibility!

Smoking is bad for you

4. Credibility

You will work in an innovative, high paced environment with lots of opportunity to progress.

“I started here 4 years ago and have had 5 different jobs in 3 functions. I work with amazing people who inspire me to be the best I can be. Come join us, it’s awesome!”

- Kate, Accounting Team.

4. Credibility

Credible ideas make people believe!

5. Emotions

How do we get people to care? Make them feel something!

We are wired to feel things about people, not abstractions.

You will report to the Commercial Director as part of a team of 5.

5. Emotions

How do we get people to care? Make them feel something!

You will report to Vince (referred to as “Vincent!!” when he’s done something wrong), the Commercial Director. Vince is a father, husband and sales animal, in that order. His teams consists of Dave, Graham and Naomi. Naomi’s the real boss! ;-)

You will report to Vince (referred to as “Vincent!!” when he’s done something wrong), the Commercial Director. Vince is a father, husband and sales animal, in that order. His teams consists of Dave, Graham and Naomi. Naomi’s the real boss! ;-)

We are wired to feel things about people, not abstractions.

5. Emotions

An emotional idea makes people care!

6. Stories

Credible ideas make people believe. An emotional idea makes people care. The right stories make people act!

Stories act as a mental “flight simulator”.

6. Stories

We started last year with 6 people. Stephen and Reza joined us as interns after responding to a YouTube video; no salary, just the will to grow and learn. We hired them full time 3 months later. Lisa trained as a Black Belt 3 years ago in her old job. She called asking us if we were hiring and we snapped her up. Since then we’ve hired Johnny’s brother Graham and his mate Dave. This year, your job will be to scale this to 15 more people. You’ve got your work cut out! ;-)

You will have responsibility for the identification and hire of 15 new staff.

For an idea to stick, it has to make the audience:

1. Pay Attention 2. Understand & Remember it 3. Agree/ Believe 4. Care 5. Be able to Act on it

1. Unexpected2. Concrete3. Credible4. Emotional5. Story

1. Unexpected 2. Concrete 3. Credible 4. Emotional 5. Story

Hone your message and make it as compact as possible

Simple

For an idea to stick, it has to make the audience:

1. Unexpected2. Concrete3. Credible4. Emotional5. Story

1. Unexpected 2. Concrete 3. Credible 4. Emotional 5. Story

SimpleSUCCESs

Your Job Ad Checklist:

I have run my ad copy through Wordle.net for Keyword Density

I have framed my ad in the context of my candidate

The job ad reflects the higher purpose of the job role

I have included images and/or videos in my ad

My ad has important keywords in Bold

I have included headings with quick paragraphs

I have added a way for candidates to contact me directly

There is a strong Call To Action to apply

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SUCCESs✔

Candidate Applications

Invited to Interview

2nd Interview

Offer

Inbound Recruitment Funnel

Career Website Visitors

Clicks on “Apply” button

500

50

Average Conversion

Rate:

1

40

4

180

225

750

36

9