Welcome to the next chapter of our recruitment advertisement (job ad) creation guide.
Today we learn the easy way to write a great job ad without freaking out.
Two things make writing hard:
- Where to start.
- How to go about it.
Happily, the solutions to both are simple.
The intuitive way to write something is to start at the top of a blank page or screen.
Yet staring at a white wasteland can freak you out.
Job ads don’t have to be written this way.
Not what it seems
Many people find writing ads hard because the structure of an ad is different to the process used to create it.
This is the structure of a good job ad:
- Bullet points.
- Introductory paragraph.
- Selection criteria.
- Call to action.
Each part leads the reader to the next, which is great.
As a writer, however, this structure invites you to start at the top and work down.
This is much harder than letting the ad ‘evolve’ via the process below.
The right way
This is the process to create a good job ad:
- Gather and study all data.
- Imagine your audience.
- Highlight data relevant to them.
- Jot the information down in point form.
- Order the points according to the structure above.
- String them together in sentences.
- Groom the sentences.
- Write a headline.
- Read the ad aloud.
With this approach, you don’t have to work out where to start writing, or how.
Nor do you suffer the blank-page blues.
You don’t even begin by beating your brain for a killer headline (we cover that in Part 4).
If you follow this method, you’ll never suffer writer’s block.
Think of the best job ad you’ve ever seen. (Maybe one that led to a dream job.)
Did its structure resemble the one I’ve described?
Now that you’ve seen my process, do you think it could work for you?
Either way, I’d be delighted to expand, explain or defend any part.
So please add your voice.
Or, voice your ad!
* If you like peeking at the last pages of books, go here.