The 4 Secrets to a Successful Email Job Ad
So, you have your email distribution list and you're ready to push out an open order to all the people that you've filtered through as a qualified applicant.
Ready to create your ad? Here's the 4 secrets to an effective email job ad.
1. Be clear and concise.
There's nothing worse than a job ad that is hard to understand or leaves out vital information. Create a template for all job ads that you follow - this will not only keep you consistent through out all ads, it will also brand your ads. Your readers will know your ads immediately.
A job ad should be written with a headline, subtitles to separate the details. Subtitles may need to change based on the job you're advertising but should include:
- Location - as much info as you can provide, If I'm not able to use the actual work-site (per the clients request) I like to leave an area of town that applicants are familiar with or a zip code to reference the location
- Details - this includes the start date, hours / days of the job (don't assume people know its 8-5 / M-F). Other details such as temporary, off-site, direct hire, long term, one week, freelance, etc are important details to your ad!
- Pay Rate / Range - YES, this is important. In today's economy you've got to make sure you include a pay rate! Its better to give a range if you aren't sure of an exact rate rather than nothing at all. Just think, would you want to apply to an ad if you weren't sure what the pay rate was? Especially if the market range is large?
- Job Description - If you are getting a job description from a client (which is where most staffers get a description) DO NOT COPY AND PASTE. Read the job description. Remember, they are utilizing your services because YOU are supposed to be the expert! Most hiring managers aren't great at writing job descriptions. You only get a short amount of time catch the readers attention and this is where most can get lost in all the text.
- Requirements - This portion is often forgotten or left off. Why? It seems like too much? Too direct? I'm not really sure. It's important. This will help filter out applicants that aren't qualified and save you time!
2. Remember your audience
- So why is it when recruiters write job descriptions we get robotic and dry? The key to a great ad is to capture the readers attention. Dry, boring, robotic ads lose potential applicants. Why cant you write a job ad similar to how you would talk to a potential applicant? (assuming that you arent dry and robotic in the interview as well) If you are writing a job ad for a specific trade and you are not versed in the industry or trade you run the risk of sounding ignorant. YOU MUST know enough to speak intelligently about the job!
3. Provide a feeling of the culture and anticipated work load and be specific.
Quantitative words and descriptive adjectives are far more impactful than simple adjectives that can be interpreted differently by those who read it. For instance, take a look a these sample headlines:
a busy doctor's office is seeking a great front office coordinator
- vs. -
A high volume (20+ patients a day) is seeking an independent , multi-tasked switchboard operator.
4. Quickly capture your readers attention.
So read carefully on this one. Lets discuss what we are really trying to do here. Before your ad is even read, you must compete with the hundreds of emails that your potential applicant is receiving each day. (ok, maybe not hundreds... but I get way more than that so I'm estimating here) Furthermore, where are most people reading their emails?
Usually a smart phone.
Depending on your phone settings and text size you can see about 5-7 words in a subject line, and 12-17 words in the first few lines of the email. What does this mean? Your subject line needs to be attention grabbing and give the basics of your email and contain no more than about 5 words. Your first 12-17 words in the body of the email need to include a headline that explains in detail (with enthusiasm) your job.
This technique is proven and is used heavily in the email / online marketing world, but hasn't quite made it to the everyday recruiter. AND this technique is fail safe, even if your applicant is looking at a computer screen you cant go wrong with using these same guidelines.
What do you think is the most important part of an emailed job advertisement?