Are all job postings authentic?

The ideal job advertisement: storytelling is a must

The internet revolution is around 30 years old. HTTP has driven job advertisements from print to online, from one-way communication to dialogue. Employer branding is almost as old. Employer brand education taught recruitment ads to advertise. From small sports motifs to large testimonial campaigns. But what was hip yesterday is obsolete today. Useful tips and practical examples for the ideal job advertisement.

Content is king, you read it again and again. And that's right: In the fast mobile world, it is becoming more and more important to attract attention with good content in a job advertisement. Storytelling as a powerful instrument for addressing target groups plays an important role in this. In contrast to dry data and facts, stories arouse our emotions and create the willingness to deal with a job and a company for longer. Provided the story is well told and authentic.

The ad text in the optimal job ad: good storytelling and credibility

This should also be taken into account when designing the ideal job advertisement. More than ever, it is important to motivate the right candidate (Right Potentials) to apply and to win them over to the company. The art lies in the precise dosage of soft, personal factors and hard, professional requirements. This is achieved by presenting the offer as an attractive employer where companies can and should show off with everything ("We offer"). Good storytelling, for example a powerful one Headline concept, connects the target group with the employer brand and helps to make brands distinguishable from one another. Offers that trigger enthusiasm in the applicant must always be placed visibly.

Practical tip: The employer brand can be strengthened with employer branding measures. In addition to the content, credibility - i.e. the actual implementation in the company - is particularly important for the effectiveness of the statement, according to the result of the empirical study "Recruiting Trends 2017" in the topic special "Employer Branding and Personnel Marketing".

He who seeks finds

Before switching is after switching. In principle, a job advertisement should first be found. SEO (search engine optimization) is the key to the best possible findability of job advertisements.

Practical tip: In order to find the right keywords, it helps to think into the applicant's mind and understand their search behavior:

  • Which words will the applicant enter in the search mask?
  • Which terms do the search engines use as suggestions for type-ahead searches (auto-completion)?

The identified keywords are then incorporated into the ad text. It is a good idea to repeat the job title in the job description of the job posting.

The ideal job title

The job advertisement in your relevance and Discoverability optimize via the title. Because: The job title has the highest ranking weight. Particularly in an environment of high advertising competition, keywords help to move the ad forward.

Practical tip: Include job titles, subjects, specialist training, industry or qualifications in the job title, as the seeker also enters them in the search field. For example: Computer scientist as software developer with knowledge of C + and Java (f / m)

Readability: Usability of job advertisements

One becomes more and more common mobile device used when looking for a job. In the age of mobile recruiting, the Ease of use of an ad makes a decisive contribution to a positive candidate experience.

Practical tip: Away from the text-heavy advertisement with continuous text towards responsive ad with bullet points. It's about writing authentic and meaningful job advertisements. The main tasks and suitable qualifications are to be described in a concrete, clear and understandable manner.

Good layout: visual storytelling

Text alone is no longer enough. A successful structure and a attractive design of advertisements are the alpha and omega of accurate recruiting. Visual storytelling plays an important role in this. As the psychologist and Nobel laureate Daniel Kahneman describes, the brain needs little information to understand and to put together a story that is as plausible as possible: WYSIATI - What you see is all there is.

Practical tip: "Eyecatchers" in the form of images, employer videos, logos, colors or shapes increase the attractiveness of an advertisement:

  • Accompany testimonial statements with text through video interviews
  • Make the location and workplace clear with a slideshow with photos
  • Simply explain complex issues with infographics.