Crafting effective recruitment messaging when advertising your job opening image

Crafting effective recruitment messaging when advertising your job opening

An employer’s recruitment message is a significant factor affecting whether people apply for and accept an offer of employment.

To craft a compelling and effective recruitment message, your company should begin by considering the following questions:

  1. Does the recruitment advertisement present information that is important to my target candidate group?
  2. Is the information specific and realistic?
  3. Is the recruitment statement phrased appropriately?

Effective Recruitment Messaging Tips

Tip 1 – Include information that is most important to your targeted candidates:

When writing your job ad you must clearly describe what the position entails, the desired candidate’s expertise and skills, and what your company offers in return.

Your recruitment message needs to be more than just a position description. Many organisations begin to craft the recruitment message by gathering information about the required knowledge, skills, abilities and other characteristics from the position’s job description. However, there are different ways to approach the recruitment message from a job-analysis perspective.

Try to identify the positive job features while not exaggerating what the role delivers.

  • List the job attributes considered significant by applicants such as job duties, work schedule and location.
  • Communicate your employer values, advancement opportunities and job security.
  • Tailor your message to meet your targeted audience’s specific needs—for example, flexible working hours for parents, or the ability to work from home.
  • Offer factual information about positive job attributes, for example, an exemplary safety record; and negative aspects such as considerable travel.

Recruitment is a two-way street where candidates and clients are effectively marketing themselves to each other. As an employer, your ad may communicate the job requirements to prospective applicants, but what about the offer? Consider what you are offering the applicant and let them know about it. Effective recruitment messaging will cover the needs of both parties. Being too one-sided can result in candidates losing interest in your company and the advertised role.

Smaller Company? Just be Specific

If you are a smaller company looking to recruit staff, make special mention of the unique aspects of working with you. Rather than being generic and saying “excellent benefits” you might like to explain the excellent benefits. For example, new employees receive complimentary gym membership after probation.

Tip 2 – Get Specific and Realistic

Being specific about the role you are trying to fill, and the candidates required responsibilities will ensure you attract the right candidates. Likewise, to attract the best fit, you should offer a realistic insight into your organisational culture.

When composing your recruitment message, consider including the following specific and realistic details.

  • Provide a salary range or actual salary.
  • Describe job demands and likely work schedule clearly.
  • Discuss specific benefits rather than being vague (e.g., number of vacation days, flexibility of start and finish times).
  • Communicate the “must-have” attributes for an applicant to be hired.

Unfortunately, it is common for new hires to feel job-dissatisfaction early on when the recruitment message does not match the role. When their new job is not what they expected, they may feel they did not do enough research or feel the organisation intentionally misled them. By improving the information’s accuracy throughout the recruitment process, you can eliminate job disillusionment, high turnover and poor performance.

Tip 3 – Wording matters.

Is the statement phrased appropriately? Using precise language is essential.

You need to ensure you capture qualified individuals most suitable for the line of work.

  • Identify the positive and negative aspects of the position, but do so using confident language.
  • Be careful about gender-specific language which could target one group over another.
  • Keep your messaging specific and include the information that is most important to your targeted candidates.
  • Showcase diversity in recruitment through your organisational culture and your recruitment messaging.

Review your wording to ensure you have provided sufficient insight into the responsibilities, daily activities, and negative aspects of the job. Would your ideal candidate understand what the position entails? Would they be aware of the talents and interests required to be successful in the role?

Utilise the Recruitment Process

Don’t feel you need to go overboard within the context of your recruitment message. Your recruiter or HR adviser can provide additional information to interested candidates during a phone interview or a tour of the worksite or in conversations with prospective co-workers. Be sure you are providing realistic and accurate information about the role throughout the process to avoid recruiting the wrong hire.

Need Help?

If you need assistance with effective recruitment messaging, candidate canvassing or anything HR-related, we can help! Contact Suzie and the team at Majer for a confidential conversation.


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