Applicant numbers lower than you expected? Struggling to get the calibre of candidates that you were hoping for? The problem might lie with your job ad. Writing an eye-catching and appealing ad is the key to recruitment success. But what should it include? We look at some of the main things that you should think about when writing your ad.
1. Show the salary
At Charity Job, we’ve found that publishing your salary gets you twice the amount of successful applications. Out of respect for candidates, we no longer feature ads without salaries. Note that the salary should be competitive for the job title, geography and seniority of the position.
2. Aim for 500 words or less
Candidates will be reading many ads and will mostly skim over them to get the key information. That’s why it’s important to keep your job ad as succinct as possible. The most effective ads are around 500 words long with candidates 15% more likely to apply. Also, bear in mind that ads that lead with the job title and a blurb about the role tend to perform better.
3. Choose recognisable job titles
Although it might be eye-catching and exciting, it’s never a good idea to go for novelty job titles such as ‘Fundraising Wizard’ as they only lead to confusion about the scope and seniority of the role. You should aim to make your job title as simple and as relevant as possible. Don’t include location, hours or any other extra information in the title – leave that for the body of the advert.
4. Research the relevant keywords
Before writing your ad it’s worth researching the words and phrases that potential candidates will use when searching for vacancies. Include these in the body of the advert.
Example: If you’re recruiting for a Head of Fundraising, you might use the keywords: ‘corporate giving,’ ‘individual giving’, ‘donor relationships’, ‘event fundraising’ and ‘team leader’.
5. Watch out for bias
Bias in your recruitment process may be preventing you from appointing the best talent. Gendered language in job ads can put men or women off from applying, while the images you use may imply to older candidates, or those from certain ethnicities, that they are not welcome. Charity Job’s Diversity in Hiring Guide contains valuable insights on how to write unbiased job ads.
6. Include the location
Location is still important, even in pandemic times when many of us are working from home. Jobseekers still tend to search for roles by postcode or city, which means that being more accurate with your location will make your job ad more likely to get noticed. Only select ‘remote’ if your role is permanently remote.
7. Draw attention to your USPs
What can your charity offer candidates that’s different to other jobs out there? Perhaps you have unique opportunities to meet with the communities you support? Is the role that you’re advertising for new, unusual or part of a dedicated team? Make sure that you include this in the job ad to catch applicants’ attention.
8. Select the most suitable application method
If you’re looking for lots of applications, it’s always best to choose a CV and cover letter submission. If you want to screen candidates from the outset and only encourage the most committed to apply, opt for an application form. But be aware that application forms result in over 50% fewer applicants.
It’s all about showing your charity and the role in the best possible light
The economy is showing definite signs of recovery and at Charity Job, the number of jobs being posted has risen by almost 40% since January. In a more candidate-driven market it’s more important than ever before to make your ad stand out. We hope that our tips will help you do exactly that!