The best techniques for writing effective job
advertisements are the same as for other forms of
advertising. The job is your product; the readers of the
job advert are your potential customers.
The aim of the job advert is to attract interest, communicate
quickly and clearly the essential (appealing and relevant)
points, and to provide a clear response process and
mechanism.
Design should concentrate on clarity or text, layout, and
on conveying a professional image. Branding should be
present but not overbearing, and must not dominate the
job advert itself. The information must be communicated
effectively one way or another to the target audience.
Job adverts and recruitment processes should follow the
classical AIDA selling format: Attention, Interest, Desire,
Action.
• Use one simple headline, and make the job advert
headline relevant and clear — this is critical in a world
where Google dominates
• Use language that your reader uses and will search for
online
• Use bullet points or short bite-sized paragraphs — you
have less than 30 seconds to connect
• Try to incorporate something new, innovative, exciting
and challenging — find your hook
See the following samples
Job Advertisements
PGA of Canada
Director of Golf
PGA of Canada
Head Professional
PGA of Canada Assistant
Golf Professional
PGA of Canada
General Manager
AUTOMNE 2016 | 08
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