What should be included in a job advertisement?
The content of a job advertisement varies depending on the job and the company. Sometimes colorful and eye-catching, sometimes simple and factual. In any case, your job advertisement should contain the following information. The aim is to give potential applicants the most important information at a glance.
Job title
- Short and sweet
- Use official job title: Studies show that this is what job seekers search for most often.
- Avoid internal company terms
Brief description
- Arouse interest in the job and company
- Specify place of work and/or start of employment
Description of the function
What activities does the job involve?
- Tasks and activities of the job
- Use of technical terms permitted, as applicants should be familiar with the subject matter
- Honest and transparent
Requirement profile
What is expected of the candidate?
- Mandatory criteria (“mandatory”)
- Optional criteria (“advantageous”)
- For specifically requested school or educational qualifications, also state the exact qualification
Description of the offer
What does the company offer?
Employer benefits (e.g. flexible working hours, further training)
Contact us
What happens next?
- Information for questions
- Specify how the application should be made (e-mail, letter, online)
- Explanation of the application process
- Link to recruitment software
- Invitation to apply e.g. via application form
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Tips for modern job advertisements
Gender neutral
The job advertisement should be formulated in a gender-appropriate way, from the title to the contact details. This means that in addition to the masculine and feminine form, the gender-neutral form must also be used. In Germany, for example, this has been mandatory for employers since January 2019 in accordance with the General Equal Treatment Act (§ 1 AGG). This can be integrated at the end of the title with one of the following suggestions, for example:
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Project manager (m/f/d) → d for diverse
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Project Manager (all genders)
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Fireman/woman → Firefighter
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Salesman/woman → Salesperson
Free from discrimination
Do not use any formulations that could disadvantage applicants on the basis of age, gender, sexual orientation, ethnic origin, religion or disability. For example, you should not look for a “young” personality. It is also better to refer to “fluency in German” rather than “mother tongue: German”.
Desired application channel
Clearly state the channel through which you would like to receive the application. This will help you avoid unnecessary data entry. After all, if possible, you don’t want to receive physical applicants if you actually process them all by email or via software.
Honest & transparent
Formulate the tasks of the job honestly and transparently. Otherwise there may be unpleasant surprises during the probationary period at the latest. You can save yourself the effort of repeated recruitment if you avoid overly positive statements from the outset.
Do you receive too few applicants for a job advertisement?
There is a shortage of skilled workers in certain industries and professions. The bottom line is that this is reflected in a low number of applicants for the relevant jobs. This makes it all the more worthwhile to pay attention to the following in job advertisements:
- What is your target group looking for in the title?
Choose the name of the job advertisement accordingly. Studies show that people very often search for the name of a profession or training program. Take the test and enter your title ideas in the search engines. Do you get the results you want? Alternatively, you can also use tools that help you with keyword searches (e.g. Google Trends).
- Create SEO-optimized job advertisements.
Use your defined keywords in the job title and meta description. Your marketing managers can help you if you have any questions.
- Reduce the mandatory requirements.
Focus on the can-do requirements.
- Think about where your target group is looking for jobs.
Try other channels or platforms and analyze the success.
- Continuously improve the content of your job advertisement.
Check the success of your changes based on the return of applicants.
Questions & Answers: Tips for modern job advertisements
What must be included in an advertisement?
A well-structured layout with clear sections (e.g. title, company description, tasks, requirements, benefits, contact) makes it easier to read and helps applicants to find the relevant information quickly.
What does non-discrimination mean in a modern job advertisement?
Non-discriminatory means that no preferred group is targeted on the basis of gender, age, origin, religion or other personal characteristics. Formulate inclusively and avoid stereotypical requirements.
How can SEO be used in a job advertisement?
Use relevant keywords that potential applicants might use to improve search engine discoverability.
Why is honesty important in a job advertisement?
Honesty creates trust and ensures that applicants have realistic expectations of the job. This avoids disappointment, saves a second recruitment and increases long-term success.
