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    How to optimise job advertisements

    How to optimise job advertisements

    Avoiding exclusion through wording

    Last week our job advertisements on SEEK hit a total of three million views. Three million! While this may seem like just a number to some (a really big number, if we do say so ourselves), it’s actually a huge representation of the impact we’re making. To us, it’s proof that those hours spent gruelling over the keyboard, trying to write that perfect job description are finally paying off.

    As a start-up recruitment agency, nailing that 250-word description is one of the hardest parts of our job. Blended recruiter Manisha has a knack for it, and she still spends up to one hour on each one, refining and editing until she’s 100% confident it will reach the desired outcome. That’s because we know how crucial it is in bringing in the perfect candidate for an employer – it’s the entire purpose of our work.

    There are so many elements that go into an online advertisement. Recruiters and employees need to be thinking of the most important aspects, like the position and candidate description, but also be dedicating time to what we call the ‘cherry on top’. These are the parts that boost credibility; a clean, crisp cover photo, an UPPERCASE title and a structure that’s easy to follow. Every single aspect of your SEEK ads matter, but there’s one other element that can change your game forever yet is so easily forgotten…

    Discrimination, even in its simplest forms.

    On a more serious level, job offers cannot be gender, race or religion specific. But what about on a more basic, unnoticed level?

    Job advertisements need to be accessible and appealing to EVERYONE.

    It happens in the language used and is caused by having a pre-conceived idea of who the lucky candidate will be before the advertisement has even been formed.

    We offer employment in the sales and marketing industry, so it would be easy to assume the chosen candidate is someone who is “outgoing”, “confident” and “good with words”. But what about professionals who have a different approach to sales and marketing? There are so many detrimental implications of these seemingly harmless word choices.

    How many times have you read a job advertisement that asks for a “recent University graduate” or someone who “has a keen interest in this area”? Automatically, these ads rule out an entire age group or narrow the search down to only a small range of qualifications. What about the word “must”? It’s something so simple, yet so overused and influential. Replace it with “ideal” or “would be a bonus” and your pool of willing applicants is suddenly overflowing.

    As a recruiter or an employer, it’s all about building the perfect team. Step one is nailing the job advertisement. Step two is keeping your mind open. There is no such thing as the perfect ‘type’ of person for any job role. It’s time to optimise your wording, we want candidates to click on your ad, not ‘next’.

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