Writing Good Job Adverts to attract talent

Writing good job adverts is an integral part the recruitment process

Writing good job adverts can contribute to the success of your company, by attracting talented employees. With that being said – are you writing good job adverts?

Attracting the right applicants is a fundamental part of the recruitment process. Because of this, writing good job adverts is a skill in itself.

You may not have the luxury of hiring a great copywriter – so, we’ve listed our top tips for writing the best job adverts:

1. Find the right audience

It’s one thing to write a good job advert – but another to make sure that it’s reaching the right candidates. Try and put yourself in their shoes. This will allow you to determine the best place to reach them.

Creating an ideal candidate persona may seem far-fetched. However, doing so helps to better position your job posting to give you the best chance at reaching the right talent.

2. The Human Factor

A successful job advert is not one which receives the most applications – it’s the one which attracts the right type of candidate for the role.

Consider this: how would you describe the role to a friend? Let the candidate know what’s in it for them! Boring language and basic formats are the biggest no-no’s when it comes to adverts – use your personality to make it shine.

Adapting your tone or style of writing can make a huge difference in encouraging your candidates to apply. Therefore, you should check out what other adverts are saying – as a means of comparison.

3. “This fits just right,” said Goldilocks

Not too long, not too short. The length of your job advert should sit in the ‘Goldilocks Zone’, as well as helping them decide if they fit the role.

Reading over 1,000 words is more than enough to deter a candidate. Break up the content – use bullet points and short, punchy paragraphs to get straight to the point. Maybe even include a short video, so it’s not all text?

4. Paint a picture of what success looks like!

Tell the candidate what they can expect to achieve within the first 6 months. What skills will they pick up? What will they be able to do that they couldn’t do before? Candidates will want to know how the job is going to help them progress – in both a personal, and a professional capacity.

As well as highlighting the things that they will learn – give them a taste of the challenges they might face. You’d like to think they’ll know that the job won’t be easy. But, outlining some of the main things that they will have to deal with will help put this into perspective.

Painting a picture of what success looks like gives potential applicants the opportunity to understand whether or not the role is for them. Align their objectives with what they can achieve by working for you. This helps them to re-evaluate if they really want to join your business for the right reasons. Furthermore, it helps to filter out unsuitable candidates before you even begin the recruitment process.

5. Encourage your readers to apply

Good job adverts help a reader to determine if they would like to apply. Drive interested job seekers to the application process by providing clear instructions, links and a call to action.

A job ad is your opportunity to leave a lasting impression of your company. Hone in on why joining your company is in the candidates’ best interests. Taking our top tips into account will get you well on the way to writing good job adverts – helping you to start attracting great, new talent today.

7 Steps to the best Recruitment Campaign ever

Contextualised Recruitment

What is contextualised recruitment?

Contextualised Recruitment is essentially the practice of equality in the recruitment process. Equal assessment is the theme if most recruitment processes anyway. However, the equality can always be questioned when it comes to deciding who to progress through these processes. Are they progressed through their actual talent or simply their credentials?

Contextualised Recruitment is the focus on the talent and potential of any applicant or candidate – their tangible skills outweigh their background. Think of it this way; if you received applications from two candidates, one with a first class degree and the other with a second class degree – who would you seek to hire?

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How does contextualised recruitment work?

The implementation of Contextualised Recruitment seeks to stem away from the generalisations that the candidate with the better degree is the better choice.

Employers will tend to make an offer to the candidate with the first class degree, purely because of their background. Furthermore, this looks to delve deeper into the candidates’ actual abilities and their achievable potential.

    • Increased talent pool. Increasing the number of applicants, with a more accurate screening process, leans towards the assumption that at least one of them will have exactly what you want.


    • Wider skills base. This links hand-in-hand with the increased talent pool; no candidate is the same as the next, meaning there will be a greater variety of skills at your disposal.


    • Builds public profile. You begin to get noticed more by a wider group of people; there is not one type of person that will apply – you are seen to be making offers to different people with different skills.

contextualised recruitment

What are the downsides of Contextualised Recruitment?

Where there are positives, there are also negatives – Contextual Recruitment is no exception. Like most things, following the guidelines too strictly creates its own issues.

    • Following CR too strictly can lean back towards a sense of inequality in your recruitment process. It’s easy to fall back into the routine of hiring the same person every time.
      Taking the easy option of avoiding the repetitive, tedious work that comes with sifting through copious amounts of applications may seem the best thing to do, because it provides you with more time to focus on other things.
      The idea behind Contextualised Recruitment isn’t to say that Candidate B is always going to be the better option. The idea is simply in place to ensure that you can pick the most suitable candidate for the best reasons.
      The fear of not receiving fair assessment is enough to discourage candidates from applying.


  • Whilst CR can increase the talent pool, it can also create an adverse effect if followed too strictly. My advice? Create a screening process that is the result of a number of different recruitment theories and ideas. This will help you find the one most suited to the needs of your business.
The appropriateness of Contextualised Recruitment is in the eye of the beholder. Will you look to incorporate it into your future recruitment plans?

Are you thinking about running a recruitment campaign?  Click here to find out how Cohesion can help you. 


As we fast approach an important date for the UK, more and more views about Brexit are being aired every day. Opposing arguments, facts and figures can muddy the waters, and when speaking with friends and fellow colleagues there’s uncertainty with both arguments.

With 1 in 20 workers in the UK from the EU and potential changes to free movement, Brexit could have a major impact on the UK’s employment market. With skills shortages across some of our major sectors, it’s hard to picture employment without uncertainty; Brexit or no Brexit.

Whether the UK remains or decides to leave the EU, combatting challenges in recruitment should be an important consideration for any employer. More than ever, the debate has meant that we’re speaking with clients, partners and other industry experts about breaking down barriers; advising on better ways to attract candidates and open more employment doors.

Being Flexible – according to Glassdoor, around a third of workers would prefer the option of working flexibly to a pay rise. Some employers will want staff to be fully flexible, but now is the time to be rethinking this – why should employees be flexible if employers aren’t trying it themselves? A change to rota patterns may be a headache in the short-term, but longer term flexibility for staff may create better working environments and aid retention.

Talking with future talent – with the apprenticeship levy announcement, more employers are considering apprentices as an essential route to hire. It’s been disheartening to hear that some schools and colleges are unable to engage with employers or advertise vacancies where they aren’t the chosen learning provider, and we feel strongly about an attitude change to ensure access to employer information is provided to all pupils and students.

Creating a buzz about your sector – thanks to negative press, bias and misconceptions, it’s not easy to uphold positive industry reputation. For those who face these difficulties, we say do something about it! What does it really mean to work in your world, what exciting challenges can be expected in role, and what rewards go with them? We’re seeing more employers turn to the power of video, social media and gamification to get their message out there – and if you’re one of them – we salute you!

Brexit or no Brexit, the employment sector is ever-changing. As recruitment experts, we have a duty to challenge and break down employment barriers no matter what route the UK takes.

A blog written by Dave Beesley who is passionate about breaking down barriers in recruitment. Get in touch with him at dave.beesley@cohesionrecruitment.com

Apprentices are a fantastic way to build a future talent pipeline for your organisation – but, an effective recruitment process is key to ensuring you are able to hire the best available talent.

With that in mind we’ve focused on some of the top bug-bears when it comes to hiring apprentices and what you can do to ensure your recruitment processes are working for you, rather than against you.

  1. Meaningless job descriptions

What makes the difference between whether or not a candidate applies for a job? Sure, a great employer brand is important, but to really captivate applicants you need to create a job description that says what it does on the tin. Normally the first hurdle which businesses fall down on – in being informative, job descriptions often turn out boring, full of waffle and state the obvious.

A great job description inspires people to make a difference, giving them an overview of what success in the role looks like and getting them excited about the prospect of join in your business – remind YOURSELF of why YOU joined and portray that passion in the job description.

Don’t be afraid to give your business a personality by expressing your culture and values. At the end of the day, a good job description will attract people who will fit into your organisation.

  1. Seemingly unnecessary and endless processes

It’s increasingly common to see an increasing number of hoops that candidates are expected to jump through, before they can secure their dream job.

Top candidates are in great demand, so stop putting them off by requesting huge swaths of information up front and make applying easy!

Application forms can be a great way to identify if a candidate meets the essential or minimum criteria for the role. Killer questions will streamline applicants efficiently – after all, you don’t want to waste their time as much as yours.

Limit your application form to pull out the essential criteria you need to decide if the applicant will proceed onto the next stage – since if they make it through, you’ll have the opportunity to get all the other information later.

  1. Using dated methods for a tech-savvy audience

Understand the type of applicant you want to attract to your organisation – it is most likely you are recruiting 16-24 year olds who will fall into the category of Millennials. As the most tuned-in, tech-friendly generation to date, it is likely that video or Skype interviews will be best for assessing how well individuals of this age group will perform in your organisation.

However, it can vary from industry to industry – for all of our graduate clients, we conducted video interviews for most roles except technical roles since we found there was a substantial drop in the level of performance in these roles.

But using technology shouldn’t be restricted to formal assessments – Millennials have a powerful social media presence, so it’s essential to create an engaging recruitment process which isn’t restricted to the traditional methods of emailing, phone calls and careers events. Using Twitter, in particular, is proving to be hugely successful in candidate correspondence and FAQs.

  1. Assessing for experience, when they don’t have any!

Apprentices will be entering the job market with little to no experience – so exactly how will you assess their fit for the role? What many recruitment teams make the mistake of doing is to conduct competency-based interviews as they would for candidates with experience. Naturally, apprenticeship applicants will fall down at this stage, missing out on the employment opportunity just as the organisation loses the chance to mould the apprentice into a future leader for their business.

Rather than screening out candidates on this basis, switching to Strengths Based Interviews (SBIs) to look at what apprenticeship candidates enjoy doing and have a natural aptitude for – rather than what they can do or have done in the past.

Understanding what motivates a candidate at their core, SBIs identify levels of enjoyment which paint a picture of how well an applicant would naturally perform in that role. The more their strengths are aligned with the organisational values, the better they perform.

Taking into consideration our top tips for creating an effective apprentice recruitment process can make all the difference in finding the right talent to join your organisation – after all, apprentices may just become the future leaders of your organisation.