“When is a job advert not a job advert? When it's a job description posted as a job advert!” says James Woodward of headhunting firm, Rosslyn David. “Little in job adverts talks about the potential benefits to the candidate. Yes, a company will list the wider benefits, but do they convey 'why' you should join them or 'what' the future would look like, 'how' you would fit into the team and 'where' the opportunity could take you? These are the job adverts that attract the best fit people and will have the highest conversion rates to hire.”

Jonathan Green of the GreenJobs network of websites adds: “Although a job description and a job posting are very similar in nature - they are not the same. They are two separate documents. Failing to distinguish between the two can be problematic because the aim of each is different; the posting should entice candidates and the description should inform candidates.” 

Hiring is a challenge, but getting the advert right may open the door to more suitable candidates.

It may be worth checking out the local jobs market and seeing how successful local businesses advertise their jobs.  Consider how what you put in job adverts speaks to future employees or their friends and family who know they are looking for a job. Sell yourself, if you are one of the best companies to work for in the area, say that. If you have generous benefits, tell people.

Ask your current employees why do they still work for you, why they are loyal? This could reflect your company’s culture, which can attract employees. After all, a working day can be long, people want to be somewhere they like!

It is also worth bearing in mind that it isn’t just about interacting with people when they are hired where you need to consider the language you use. BMRA’s employment partner Croner points out: “Check that the wording used in job advertisements is not potentially (directly or indirectly) discriminatory against people with particular protected characteristics, eg race and age.”

You can read Jonathan Green’s full article on how to write job adverts and descriptions here.