Published on June 26th, 2013 | by Amy Edwards0
Job Advertising: How Do You Make Your Company Stand Out?
By Amy @BubbleJobs
Here at Bubble it’s fair to say we know job adverts and job specs inside out and back to front. Dealing with hundreds (if not thousands!) of specialist digital job adverts on a daily basis, it’s our job to know what works (and more importantly what doesn’t!), what makes a great job advert and what our recruiters and direct employers can do to attract the best candidates for every vacancy.
Now, as part of our advertising offering includes advert copywriting (we keep telling you we’re more than just a typical jobs board!), we’re always being asked to try and make our clients’ job ads stand out from the crowd and we can see why. When you and every other company out there needs new social media pros, SEO experts and graphic design specialists, your advert needs to offer something a bit different from the next in order to convince a candidate to apply – and 9 times out of 10, it all comes down to your business and brand values.
When it comes to job advertising, we really can’t stress how important it is to try and get your brand’s personality and identify across in the job ad itself. Why? Because while the majority of the social media jobs available are pretty identical, it’s the employers that are different and can make all the difference – so it’s up to you to play on the strengths and profile of your business and try and offer something a bit different.
But hang on a minute, there’s a catch; in a competitive industry like the digital sector, you might think you have a fun, quirky business that’s a bit ‘out there’ and different – but here’s the thing… so do your biggest rivals! Yep, businesses in the digital industry and renowned for having similar brand values and ‘personalities’ – and while you might be proud to be ‘small’ and ‘niche’, so is everyone else.
Hmm, so how do you make your company stand out from the crowd when advertising jobs (when if we’re being 100% honest, it’s really not that different from the rest)? There are a few things you can do:
1. Get The Marketing Department Involved: Your marketing department know your brand and your business identity better than pretty much everyone else so why wouldn’t you get them involved? Think about it; a job advert is really just another form of press release or marketing material so it makes sense to tie it all up together. Like I said before, it’s vital you get your brand’s personality across in a job ad – and the marketing team are the natural choice!
2. Talk To Your Staff: OK, so as a business owner you might think you know your brand pretty well but there’s another group who know it better… your staff! Yep, your staff are the guys working for your business at a grass-root’s level so it makes sense to ask their opinion. Ask them why they like working for your business and what the best things are that your business offers – you never know, they might come up with something you’d completely forgotten!
3. Ignore Your Competitors: When recruiting for new staff, it can be tempting to see how your competitors are doing it but it’s important that you try to resist. Why? Because whether you like to admit it or not, looking at their ads will have a direct influence on how you write yours… and the aim is to be different, remember?! Seriously, just turn a blind eye!
4. Ban Cliche Words: ‘Fun’, ‘Friendly’, ‘Quirky’…. YAWN! It’s like I said before… words like this don’t actually make your business sound any different than the next. If you want to really make your business stand out from the crowd, you need to be original and unique – and there’s no way you can do that by including cliche words in every sentence!
5. Think About The Candidates You Want To Apply: Last but not least, when it comes to making your company stand out from the crowd in a job advert, you need to take a few minutes out to think about the candidates you’d like to find. Think about their age, background, specialism and personality and think about how they might fit in with your company – then try and describe your company in a way which appeals to them but stays true to your roots.
Need any more help with your job adverts? Give us a shout and we might be able to give you a few helpful pointers… and don’t forget; if your business is in the digital sector, we can even write the ads for you… if you advertise on our board – hey, you can’t blame me for trying, right?!