Optimising your job ads: more than just great content

You’ve gathered the perfect content for your job ad - now, how can you take it to the next level? Crafting an engaging job post is essential, but optimising your ad ensures it reaches the right candidates and drives the results you need.

Here are 10 actionable steps you can take to ensure your job ad is as effective as possible.

1. Know your audience

The first step to an optimised job ad is knowing exactly who you’re speaking to. Tailor your ad to address the desires, goals, and motivations of your ideal candidates. By understanding what drives them, you can create a message that resonates. Speak their language, show them the value your company offers, and position your job as the perfect next step in their career journey.

2. Keywords matter

When it comes to visibility, keywords are crucial. Optimising your job ad with relevant, industry-specific keywords ensures your position reaches the right candidates on job search platforms. Use the terminology candidates are likely to search for, and avoid jargon that might confuse them. It’s an essential SEO strategy for recruitment.

3. Timing is crucial

Even the best job ad can fall flat if it’s posted at the wrong time. Do your research and understand when your ideal candidates are most active online. Knowing the best times to post can help you maximise reach and engagement, ensuring your job ad is seen when candidates are most likely to apply.

4. Encourage diversity

A diverse team is a strong team. Use inclusive language in your job ads to attract candidates from a broad range of backgrounds. A welcoming tone not only broadens your reach but also fosters a culture of inclusion, ensuring you create a dynamic and diverse workforce. Being mindful of diversity and inclusion should be at the heart of your recruitment strategy.

5. Highlight benefits

Candidates don’t just want a job - they want an opportunity for growth. Clearly outline the benefits, perks, and professional development opportunities your company offers. Whether it's flexible working hours, career advancement programmes, or health benefits, highlighting these can make a major difference in attracting the right talent.

6. Provide easy application links

A complex or lengthy application process can deter even the most interested candidates. Ensure your job ad includes a straightforward, user-friendly method for candidates to apply. The simpler you make the application process, the more likely candidates will follow through.

7. Measure and adjust

To truly optimise your job ads, you need to track performance. Which ads are getting the best responses? Which platforms are delivering the most qualified applicants? By analysing these metrics, you can refine your approach, improve future ads, and maximise the return on your recruitment efforts.

8. Leverage social media

Don’t limit your job ad to job boards alone. Share it across various social media platforms to tap into wider networks and engage passive candidates. Social media can help you reach a much broader audience and enhance your candidate pool by showcasing your company culture and reaching people where they spend time online.

9. Be transparent

Transparency builds trust. Clearly outline job requirements, responsibilities and expectations in your ad. This helps candidates self-assess whether they are a good fit for the position and aligns expectations for both parties. The result is a better fit, which reduces turnover and boosts satisfaction.

10. Feedback loop

Finally, don’t forget to gather feedback after the hiring process. Ask candidates about their experience with your job ads. What worked well? What could be improved? This feedback loop is invaluable in helping you fine-tune your recruitment strategy and create even more effective job ads in the future.

A great job ad is more than just well-written content. It’s about creating a strategy that ensures the right candidates see it, connect with it and take action. By optimising your job ads with these 10 steps, you’ll not only attract the best talent but also build stronger, more efficient recruitment processes.

If you’re looking to dive deeper into the art of writing effective, optimised job ads, consider joining our FREE two-hour virtual masterclass, where we’ll cover even more strategies to help you refine your recruitment efforts.