What does an effective job description mean?
What does it mean that a job advertisement is effective? What indicators can we measure this effectiveness with? Of course, it depends. The effectiveness of a job description will vary depending on the expectations of a given company and the purpose of recruitment.
So before you start writing job descriptions, think about what purpose they should fulfill. Do you want to reach specialists in a specific field? Or maybe you want to get as many applications as possible? Knowing the purpose, it will be easier for you to formulate a compelling job description, and to choose the places for its publication.
In addition, define KPIs, i.e. key performance indicators, that will allow you to measure the effectiveness of given job descriptions and select those that best meet the set goals.
How to write a job description?
Regardless of whether you’re searching for a copywriter, graphic designer, translator, IT expert or any other freelancer it is worth including the following elements in a job description. With our tips potential candidates will receive a comprehensive description of a given position, and not only partial information. So what should a well-written job description contain?
Job description
This seems like an obvious point, but it is worth taking a closer look at it, especially if you are searching for a specific specialist. This is because, just by reading the requirements, they can sense whether as an employer you know who you are really looking for. Consider what the hires will do (describe the responsibilities) in the given position and what skills they will need to have to perform these tasks.
By describing the specificity of work in a given position and the scope of responsibilities of the future employee, you will not only make it easier for job seekers to imagine whether they will meet these tasks. You will also be seen as an employer who knows what their employees do and why you are looking for an employee for a given position.
Set expectations for the future employee
When listing the requirements for a candidate, first list the must-have skills (obligatory), and then go to the ‘nice-to-have’ skills. When formulating requirements, answer the following questions:
- Does the candidate need to have a university degree? If so, in what field?
- Does the candidate need to know a foreign language? If so, which one and at what level?
- Do the candidate’s skills need to be confirmed by an appropriate course/certificate?
- Does the candidate need to have experience working in the same or a similar position? If so, what is the expected experience length?
- Does the candidate need to have specific skills, such as knowledge of a given computer program, working in a group, or a driving license?
- Should the candidate know or have experience working in a specific industry, e.g. IT, financial, etc.?
By answering these questions, you will get a list of requirements that a potential candidate must meet. However, focus on those that will actually be useful in the daily performance of duties. Too long a list of requirements may discourage potential candidates.
Introduce your company
There is nothing more frustrating from a candidate’s point of view than a job description from a ghost company. Would you like to apply for a position without knowing which company you are sending your CV to? Who will process your personal data? What industry does the company specialize in? Probably not, so when writing effective job descriptions, take care of introducing the proper image of the company.
Company information is a section where you can present your organization attractively so that the candidate wants to click the ‘apply’ button.
- Briefly describe what the company does and what its values, missions, and goals are.
- Answer the question: What makes your company stand out? It can be cooperation with interesting clients or engaging projects — give specific examples.
- Describe the organizational culture and what it looks like to work in a given team/department.
In addition, you can inform candidates that they can find more information about the organization’s activities on the company’s website. However, do not forget to include an appropriate link.
Present the terms of employment
To write a good job description, you must not forget about this section. Be sure to include information about:
- Type of contract — what contract do you offer? Employment contract, B2B, civil law contract (commission contract, contract for specific work).
- Working time — are you looking for a full-time employee? Would the candidate work part-time? At what time should the employee perform their duties? Do you offer a flexible schedule?
- Work mode — Will the employee work from the office or fully remotely? Or maybe there is a possibility of hybrid work? Are there any business trips planned?
- Salaries — state the salary range, and indicate whether the rates are net or gross. In addition, let them know if you offer non-wage benefits (if so, what kind).
At this stage, also inform the candidate how they can apply for a given position:
- Do they apply via a form available on your website or an intermediary’s website (where the advertisement is published)?
- Should they send an email to apply? If so, please provide your email address.
- What application documents do you require — a CV, cover letter, etc.?
The candidate will also wonder when they can expect to get a response. Therefore, determine a realistic time when you will come back to them with feedback. We encourage you to contact not only the selected candidates who have passed the CV selection stage, but all applicants so that they are aware that the position has been filled and know the reason why they have not been selected. In addition, the job offer you prepare should inform what stages the hiring process consists of.
Read and review the description
Before you publish a job description, take on the role of a potential candidate. Read the whole thing and consider whether the offer answers all possible questions and whether it is sufficiently understandable and attractive. Check the description also in terms of language and grammar. For this purpose, you can use additional tools, e.g. LanguageTool.
What to avoid in a job description?
You already know how to write an engaging job description. It is time to move on to an equally important issue, i.e. what elements a job description should not include. Let’s analyze them based on the most common mistakes.
Too general information
The general description of duties and requirements not only makes the recipient not know what they are applying for, but also discourages potential candidates and exposes the company to unnecessary costs. After reading the description, the person needs to know what they would do in a given position, and what skills are crucial to be able to effectively perform the tasks entrusted to them.
So instead of general phrases such as ‘work in a young dynamic team’ or ‘attractive salary’, put a specific job description, description of the required qualifications, proposed remuneration (specific rates), and the course of the recruitment process.
No salary range
According to research conducted by Adobe (the analysis of which can be found in the report ‘Adobe’s Future Workforce Study‘), as many as 85% of respondents claim that they would rather not apply for a job if the salary range was not included in the description. It is also worth emphasizing that not all potential employees expect only a high salary. The lower salary may be compensated by other factors, such as additional benefits (e.g. co-financing sports activities, private medical care), or a specific atmosphere and organizational culture.
No company information
As we mentioned, no one wants to apply for a job description that is not followed by the company name. This gives the impression that the organization has something to hide. Therefore, it is worth presenting the business profile and the way the company operates in a short but attractive way. In this way, you will ensure transparency and a good company image.
Incorrect job title
There are cases where the job title does not reflect what a future employee would do. The duties and requirements described in the offer must be consistent with the role that the potential candidate would play. If the job title is confusing or incomprehensible to the reader, they are unlikely to apply to your offer.
No CTA
CTA (call to action) is intended to prompt the user to take a specific reaction. Therefore, it is worth incorporating appropriate CTAs, e.g. ‘Apply’, and ‘Join our team’, in the content of the advertisement so that it encourages the new employee to send application documents (cover letter, CV).
How to write a job description? Additional tips
When creating a job offer, pay attention not only to the content of the description but also to its appearance. A long announcement in the form of a block of text is neither legible nor attractive. Instead, outline responsibilities, requirements, and terms of employment. Thanks to this, the information will be transparent and the candidate will be able to read it efficiently. In addition, add a header to every paragraph to inform what the reader will learn from that section. In this way, they will be able to easily find the issues that interest them.
When writing a job description, also focus on the language tailored to the target group. Sentences should be formulated differently when addressing people from Generation Z, and in a different way when addressing people near retirement age. Knowing the characteristics of a given generation, it will be easier for you to prepare recruitment ads that will be considered attractive and stand out from other job offers.
How to write a job description that will attract specialists?
Do you want to write an effective advertisement that will attract the attention of valuable candidates? In this case, in addition to the elements described above, you must include the information that will be necessary for those applying for the given job. Most candidates for specialist positions are people who are likely to be currently employed. So if you are looking for an employee with specific skills, you must reach them differently.
In this case, to start the recruitment process, you should first look for the best candidates, e.g. on social media (e.g. on LinkedIn). Then you need to write a job advertisement for a specific position. What is crucial here is not only a detailed description of the position or scope of responsibilities. The specialist is already familiar with them. We want to create an attractive job offer that will make the recipient want to consider a change of employer.
First of all, include the salary range (check the average earnings on the labor market and offer an equally attractive salary). You can also offer unusual benefits, such as reduced working hours or a 4-day working week.
It may also be crucial to inform the candidate about the purpose of conducting the recruitment process. For example, a company may want to implement ambitious and engaging projects that a potential employee can treat as an ideal way to develop their skills.
Once you have written the advertisement, contact the selected candidates and present your offer to them. At this stage, it is worth diversifying the recruitment advertisement by adding personalized information in the message, e.g. referring to the current scope of duties of a given candidate, or even including their name in the conversation. In this way, the offer will be of interest to suitable candidates, and you will gain valuable contacts and applications.
How to write a job advertisement that will reach potential candidates?
The recruitment process consists of many tasks. As an employer (recruiter), you must not only write the offer but also publish the advertisement in the right place. Again, it is crucial to define the target group, i.e. suitable candidates. To do this, answer the following questions:
- What do I imagine the perfect new employee to be like? – Take into account their knowledge, experience, skills, and even character traits.
- Which generation do they belong to? – What are the characteristics of this generation? What language does it use? What platforms does it use? For example, use popular social media to publish ads, e.g. Instagram, Facebook, or TikTok.
- Do I want to recruit blue-collar workers? – The recruitment of blue-collar workers requires finding suitable candidates differently, e.g. you can post an advertisement in employment agencies or local social groups on Facebook.
- Do I want to recruit specialists in a specific industry? – For example, you can find IT specialists on LinkedIn or online forums, including GitHub, Reddit, and Stack Overflow.
If you want the recruitment advertisement to reach the right candidates, you must first determine which platforms and websites they use most often. Only then you can publish the written advertisement there.
If your goal is to outsource tasks or projects to subcontractors, you can publish your job advertisement on the Useme website. With the help of the platform, you will not only quickly find suitable freelancers, but also efficiently and legally settle accounts with subcontractors.
What’s more, Useme takes over your employment-related responsibilities, which means you do not have to worry about formalities such as signing contracts, classifying the type of work, or acting according to applicable regulations.
Takeaway
Although there is no one golden rule to writing a job advertisement, by following the above tips, we believe that you will reach the right candidates and the published job ad will achieve your recruitment goals. Remember that when looking for an employee, it is not only important to write a recruitment advertisement, but also to decide where you will publish it.
Also, check how to write an administrative assistant job descrirption.
