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How to Write a Seductive Job Advert, Yourself.

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Natalie Wild

How to Write a Seductive Job Advert, Yourself 

How you sell your vacancy will impact on the calibre of applicants you receive. Do Coca Cola sell their product by offering it as merely a fizzy brown liquid that tastes kinda nice? No, they advertise and promote it as being part of lifestyle that is fun and exciting and that’s why people buy the product. A job advert isn’t too dissimilar.

Time and time again we see job descriptions being used as job adverts. There are several issues that can arise from this “time saving” method, the main one being a severe lack of candidates deemed of quality or relevance.

A couple of weeks ago, we discussed what REALLY motivates candidates to apply for a role, and a seductive advert was part of it.

Here we’re going to explain what makes a seductive job advert, and how you can write one yourself.

But first, we’re going to bring your attention to something called the Self-Determination Theory (SDT). This is a psychological theory that has grown from research conducted by Edward L. Deci and Richard M. Ryan in the yonder years of the 80’s, that essentially links personality, human motivation and optional functioning. From their research, they established that there are two main types of motivation: intrinsic and extrinsic.

Intrinsic motivation – is the motivation and drive that comes from within and tends to be based around things like our core values, our interests, our personal sense or our morality. 

Extrinsic motivation – is the motivation and drive that comes from external sources and results in external rewards. This tends to be based around things like employee evaluations, awards, admiration and respect of others.

So, now we understand the forces that subconsciously influence motivation, we can apply this to writing adverts. Structuring your advert to include the key points below is essential, but to get the most out of your advert you should also aim to stimulate those intrinsic motivations and demonstrate how you will satisfy the extrinsic motivations that we all have a human need to fulfil.

We believe an advert should look a little something like this: 

  1. HEADLINE
    Include at minimum the job title, location and salary.

    You will struggle to generate applicants if you skip out on providing the location or salary. People won’t be motivated to apply for a job with a mystery salary in a mystery location.
     
  2. PROVOKE INTEREST
    Tap into those intrinsic motivations to entice candidates in by provoking interest in the role and your company. Use this section to also demonstrate how you can satisfy the extrinsic motivation. Discuss the role and the skills required remembering to be concise on the points that are most attractive to candidates.

    Don’t be tempted to just list the tasks from the job description, its never accurate and will turn off applicants.
     
  3. DESIRE
    Why would someone want to apply for this job to work with you?
    Hammer it home.
     
  4. CONVICTION
    They’ve read this far, should they apply? Yes they should. Why should they?
     

Here’s an example of one of our adverts, so you can see what we mean. 

Some other helpful tips:

  • SPELLCHECK – every device has spell check, there is absolutely no excuse for incorrect spelling or grammar. 
  • Don’t use the job spec as a job advert (we’ll keep saying it…)
  • Don’t ever copy and paste from the last advert you ran.
  • Stick to the same structure and format for all adverts your company produces. Inconsistency is unorganised.
  • Include a name and telephone number of a point of contact for every role.
  • Learn more about the Self Determination Theory (SDT) here.

Managing Director of Novate IT, Stewart Smith holds an MSc in Business Psychology with a specialism of applying theories of motivation to recruitment processes. This is only one way of which we apply our understanding of Psychology to business. For help or guidance with your recruiting matters, contact Novate IT today!

We specialise in recruiting for permanent and contract roles across the UK and Europe within the IT and Digital Media Sectors.

All of our current live vacancies can be viewed here: https://www.novate-it.co.uk/job-search

Join us on our Crusade Against Poor Recruitment Practices. If you’ve missed any of our weekly posts, catch up here:  https://www.novate-it.co.uk/blog