Guidelines for Writing an Effective Online Job Ad

• Select an explicit and descriptive job title.
  Make sure the job title you choose is functional and global, but specific in nature. Do not use job titles internal to your company that outside candidates will not comprehend. Not only will this act as a natural means of weeding out those that are not qualified, but job seekers will be able to hone in on job titles that most closely match their specialized skills. Remember to make the title stand out in the ad, as this is often the first thing a candidate will see.
   
  
• Include salary or salary range.
  Everyone wants to know how much they are going to get paid in a position. Posting the salary level in the ad often results in a higher response rate. Listing the salary or salary range can also act as a screening device. Employers and job seekers alike simply do not want to waste time going through the application process only to find out the salary does not match their needs.
• Be very specific in job descriptions.
  A good job description will enable a candidate to comprehend the duties and responsibilities. Be sure to give as much detailed information as possible, so the job seeker will have a realistic image of what the job entails. Include some specifics such as location, hours, department, and where to gather additional company information.
   
  
• Be detailed in what the requirements and qualifications are for the job.
  Make sure you are clear and specific when you list skills, education, experience, certifications and qualifications that are required to perform the job. Also include the qualifications that are not necessarily required, but would be beneficial, such as good communication skills, outgoing personality, willingness to travel, etc.
   
  
• Make sure the ad is well written.
  Check spelling, punctuation and grammar for accuracy. Candidates may be turned off by a less than competent ad. Professionalism is of utmost importance.
   
  
• Provide an engaging company profile.
  In today's competitive environment, offering a compelling description of your company is necessary to attract candidates. Remember to provide enticing details that will set your company apart from the rest. Here are some topics to consider: history, achievements, products and services provided, culture, environment, relative relationship to industry competitors, career opportunities, and future business plans.
   
  
• Include all major and minor benefits.
  Companies are increasingly upgrading and revamping their benefits in a maneuver to recruit the most appealing candidates. Quite often a candidate will choose one company over another simply due to a more attractive benefits package. In order to compete, be sure your ad includes all traditional (i.e., 401(k), medical insurance, vacation), secondary (i.e., tuition assistance, flex hours) and fringe benefits (i.e., day care, event tickets).
• Cater to your audience.
  Knowing your target population (active vs. passive job seekers) can greatly increase the effectiveness of your ad. Speak to each group's unique goals, skills and interests by using industry terms and buzzwords.
   
  Active Job Seekers - These candidates are actively seeking a new position and will be on the lookout for ads identifying the position as starting immediately. Use key words that the active seeker will most likely put into their search engine. The active candidate will be perusing a high volume of job ads, so they will look for bulleted lists that can be scanned quickly.
   
  Passive Job Seekers - These candidates are not actively pursuing a new job and may just be looking to see if something interesting may be out there. It is your job to pull them in with antics in your ad such as identifying an amazing location or lifestyle. Specify any exciting new endeavors your company is undertaking and detail the career opportunities that will result. Passive seekers may not have an updated resume and will be looking for an alternative method (i.e., response form) to apply. Ensure confidentiality, as the passive seeker may not want anyone to know they are seeking employment.
   
  
• Take advantage of the additional space online ads provide.
  Traditional print advertisements restrict employers with high costs and limited ad space. Advertisers compensate with abbreviations and short copy. Online job advertisements are different in that they allow employers to maximize the cyberworld's unique and spacious properties. Without space limitations, online advertisements should include complete, detailed and unabbreviated copy that will attract the attention of more qualified candidates.
  
• Compose the ad as if you are trying to sell a product or service.
  Candidates are essentially "shopping" online for the best position with the most superior company. Online job postings should reflect this by promoting the best features of the position and company. Be sure the ad considers the candidates' needs first. This will attract their attention and will prompt them to "buy into" what your ad has to offer.
   
  
• Specify and glorify the geographic location.
  Be sure to include the address and geographic location of the position. Prospective candidates will more readily recognize locations if you list large nearby cities as markers. Make the location more attractive by noting conveniences such as easy access to major expressways or close proximity to public transportation. Use of snappy adjectives (i.e., trendy, popular) to label a community will also help.
   
  
• Position your ad in the correct placement category.
  The most common method online candidates use to look for a job is by searching location, job category and industry. Make sure the category you place your ad in is both appropriate and similar to the other kinds of jobs posted in that category.
   
  
• Make it as easy as possible for candidates to respond.
  Be sure to let job seekers know how they can reply to the job ad by giving them a multitude of avenues to respond. Include phone numbers (when applicable), fax numbers, website and postal mailing addresses. Email addresses can be an especially effective method of capturing responses when time is of the essence. Remember to specify the format necessary to accept resumes via email.
   
  
• Acknowledge the receipt of a resume or job application.
  Extend the courtesy of acknowledging that you have received a candidate's response. Job seekers will appreciate this and will be more willing to answer a future ad posting for your organization.