The perfect job ad
Did you know that 50% of candidates abandon applications when key information is missing from the job ad?
In today’s digital age, it’s no surprise that around two-thirds of jobseekers use online platforms to search for a new position. That’s why online job ads remain the number one tool for attracting qualified talent.
To be effective, your job ad must meet a number of requirements, both in terms of content and appearance.
This guide provides a clear and practical overview of how to craft the perfect job advertisement.
Layout and structure
What’s true for any webpage also applies to online job ads: clear and consistent presentation keeps readers engaged.
The more pleasant the ad is to read, the more likely candidates are to apply.
• 60% of qualified candidates say the visual aspect of a job ad influences their decision to apply.
• Yet only 35% feel that company information is clearly presented.
Key tips for structuring your job ad:
- Break your ad into sections: job title, introduction/company description, job description, requirements, benefits, contact details, and additional information (e.g. location, call to action, or application process).
- Use clearly defined blocks for each section.
- Highlight section titles with consistent typography.
- Use visual cues to draw attention to key information, especially the job title.
- Place the most important content toward the left, as readers tend to scan from left to right.
Job title
The job title is the first thing candidates notice. It plays a crucial role in attracting the right applicants. Keep it short, precise, and aligned with commonly used search terms.
Avoid:
- Mixing languages (e.g. Dutch and English)
- Internal terminology or jargon
- Generic phrases like “We’re hiring” or “Career opportunity”
- Soft skills (e.g. “team-oriented”, “motivated”) in the title
- Unclear abbreviations (e.g. “QA Manager”)
Introduction
The introduction gives you a chance to present your company’s identity and values. It should answer key questions candidates may have, while helping to strengthen your employer brand.
Include:
- Company size, industry, and core services
- Unique elements of your business or sector
- Your mission, vision, and values
- A brief insight into your company culture and the role employees play in achieving your goals
Be authentic, candidates quickly pick up on clichés or empty buzzwords like “innovative” or “market leader.” Focus instead on what truly defines your company and what makes it a great place to work.
Job description
The job description should clearly outline the tasks and responsibilities associated with the role. According to a Stepstone survey, only 42% of candidates feel that job descriptions adequately describe the role’s duties and responsibilities.
Describe the role in detail:
- Use 5 to 8 bullet points with keywords to outline the main tasks.
- Start with the most important duties, followed by secondary tasks.
- Conclude with strategic information, such as operational responsibilities, key projects, or initiatives.
Be specific, the more detailed and precise you are, the more likely you are to attract suitable candidates.
Candidate Profile
The required qualifications, skills, and experience must be clearly stated.
Key points to cover:
- Specify the necessary qualifications (academic or professional) and any specialist knowledge required.
- Indicate the level of professional experience expected.
- If no qualifications are necessary, make that clear.
- Clearly differentiate between essential and desirable skills.
Avoid vague terms like “good team player” or “ability to work under pressure.” Instead, identify the specific skills or experiences that are most important for success in the role.
Ensure the qualifications are realistic, neither too demanding nor too lenient. This balance will help attract the right candidates.
Corporate benefits
Candidates are not just looking for a job; they want to know what’s in it for them. Use this section to highlight the benefits your company offers.
Popular benefits include:
- Financial perks (e.g. pension savings, profit sharing, performance-related bonuses)
- On-site amenities (e.g. company restaurant, free drinks, meal vouchers)
- Health and wellness programs (e.g. fitness memberships)
- Employee events and team-building activities
- Family support
- Remote work options
Understanding your target audience is crucial here. Tailor the benefits to what matters most to your ideal candidates.
Salary
The topic of salary can be sensitive, but transparency is key. According to Stepstone’s survey, nearly 60% of jobseekers would appreciate salary information included in job ads. Being open about compensation helps avoid any assumptions or misunderstandings.
Interested
Encourage candidates to apply directly via the “I’m interested” button located above the job ad.
To ensure a clear and consistent experience, external links to other job offers, websites, or competitor content are not allowed.
It is recommended to avoid including direct email addresses—use the application button to centralize responses.
Don’t forget to outline the main steps of the recruitment process to keep candidates informed and enhance transparency.
Location
Location is key. If your company is based in a desirable area, be sure to highlight that in the job ad.
Important tips:
- Avoid exaggerating or making promises you can’t keep. Candidates will quickly catch on if the location is misrepresented, which could lead to disappointment and a higher turnover rate.
- Stick to one location per job ad. If multiple locations apply, publish separate positions for each.
- Always specify the full address, including the postal code, to ensure accuracy and compatibility with job boards like VDAB.
What information do candidates want to see in job advertisements?
In job advertisements, candidates too often come across vague terms such as ‘competitive salary’ or ‘performance-related pay’. So there is room for improvement in Belgium when it comes to salary transparency.
While it’s understandable that companies are reluctant to talk about salaries, a lack of transparency can give the impression that they want to give themselves a chance of hiring someone at the lowest possible salary.
That’s why we should start talking more openly about money. When you give an indication of salary in a job advertisement, it’s important to consider carefully what salary would be competitive for the job in question. Many factors play a role here: in which cities and regions do employers offer the highest salaries? Which sectors pay the most?
Find out here whether you are offering sufficient salaries and what you need to bear in mind when setting remuneration levels.
Final Thoughts
In today’s competitive job market, clear, detailed, and transparent job ads are crucial to attracting top talent. By following these guidelines, you can create job ads that not only inform but also engage and attract the right candidates for your roles.