Anyone going into the job market to look for possible employment has his eye out for a specific type of announcement in whatever media he may think of looking into. Once he opens the Classifieds section of the newspaper or any publication, his eyes will immediately be drawn to a specific type of advertisement, containing the information he is looking for or may be interested in.

When he goes online and logs on to any of the job boards or job sites he has signed up with, he will immediately click on the area containing the advertisements that may be related to his job skills and competencies. Even his social media feeds may also be filled with items containing information on job openings in various companies and firms.

These are what we all know as job advertisements or, in short, job adverts. Contrary to what some people may expect, these advertisements, which may range from a few phrases to a block of narrative text with a lot of graphics thrown in, actually require a lot of attention and effort on the part of the one creating them.

If you are one of those people who are wondering what it takes to come up with job adverts that are effective enough to grab jobseekers’ attention, resulting in the advertised job opening to be filled with the right person, then you’ve come to the right place.

Job Adverts: How to Write the Perfect Job and Recruitment Advertisement

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In this guide, we will provide you with an overview of job advertisements, their importance, different types of job ads, and how to write a great job ad using the major components.

AN OVERVIEW OF JOB ADVERTISEMENTS

Before we can move on to crafting job advertisements, however, it is important to gain a full understanding of what job advertisements are.

A job advertisement is basically a paid announcement about a job opening or vacancy in a company or organization. It is one of the many components of a recruitment process, and considered to be one of the essential tools used by hiring managers, recruiters and human resource professionals in order to fill existing openings or needs for skills and manpower in organizations, companies and firms.

When you say “job adverts”, the first medium that will probably come to mind is the classified ads section of newspapers. But that is not the only place where you can find these job advertisements these days.

  • Newspapers and publications with sections devoted entirely to job advertisements. Traditional and old-school recruitment processes still entail the publication of job adverts in publications of local and national circulation. There are even magazines that are specifically and purely targeted towards jobseekers and headhunters, and they are filled with job adverts.
  • Online job boards and job sites. Thanks to the internet, the recruitment process now has a wider and more dynamic reach. Online job boards, job sites, and other forums that deal with connecting jobseekers with recruiters are also sure places to find job advertisements that cut across industries.
  • Television and other audio-visual multimedia platforms. Job advertisements are also broadcasted over the television and radio, basically announcing that this or that organization is currently looking for someone to fill this or that position.
  • Social media platforms. Twitter, Facebook, LinkedIn… these are only a few of the many social media platforms where you can find job advertisements. Companies with strong social media presence often advertise their job openings in their social media accounts, and their followers are the first ones to know about them.
  • Companies’ and organizations’ bulletin boards. Head over to the offices and headquarters of the companies, and they are likely to have a large space in their lobbies or reception areas that are filled with advertisements regarding vacancies and openings in their ranks.

The venue or medium where the adverts appear will vary, depending on several factors, mostly with respect to the size of the company and the nature of the organization, as well as its financial resources. Larger companies that can afford to spend on its recruitment processes may put out its job adverts in multiple platforms, while those who are on a tight budget may opt to pick just one or two.

Watch this great explanation on things to consider when writing your job ad.

 

THE IMPORTANCE OF JOB ADVERTISEMENTS

Product advertisements have one goal: to attract consumers into buying the product or service. The same goes for job adverts, since they are designed to attract the suitable candidates for the open position being advertised.

How can an organization benefit from an effective job and recruitment advertisement? Let us count the ways.

  • It will increase the chances that the candidates who will apply are suitable for the open position, meaning that the applicants have the skills, talents and competencies required specifically for the job being advertised. A poorly written job advertisement will lead to just about anyone applying for a job, even if they are not qualified for it. For example, a company that is looking for an engineer may find itself pelted with application submissions from people with zero background and knowledge in engineering.
  • It reduces the time spent by recruiters and hiring managers going through applications of unsuitable applicants. In the previous example, they would not waste time sifting through the resumes of people with medical backgrounds, because the job advertisement precisely stated that the company needs an engineer. And it is not just the time spent in the preliminary screening that will be saved, because they will also save time on the rest of the recruitment process. Imagine a hiring manager realizing only during the interview process that the person has no knowledge whatsoever about production engineering processes. That means he just wasted time on that applicant, when it could have been spent on other, more qualified prospects.
  • It improves the quality of staffing of the company. A company’s growth is not just reflected by the numbers, or how much profit it made during its several years of operation. Even the quality of manpower will also be indicative of its growth. Many companies have gained repute for having a structure that is staffed by quality people, with brilliant minds, talents and skills. Another result of this is that qualified candidates will be keeping their eyes on the company, in case it has job openings in the future. The company will then have less trouble attracting the top candidates for its open positions.

TYPES OF JOB ADVERTISEMENTS

Job adverts, just like product and service adverts, also come in different “shapes and sizes”, in order to attract more potential applicants. There are two main forms or types of job advertisements:

Display advertisements

These advertisements are designed to be displayed and to grab attention at first glance. It makes use of bold headlines and a generous amount of photographs, illustrations and other graphics. Thus, they are usually prepared with the help of graphic ad designers.

In display advertisements, size matters, and so does creativity. The adverts can come in various sizes, and the general principle is “the bigger, the better”. Of course, those with limited budget may settle for adverts the size of a small box, while those with more money to spend may pay for job adverts that will be run on full pages of newspapers or magazines. Those who have even more money to spend could even run their advert in two pages, making it a full-spread job advertisement.

Classified advertisements

Compared to display advertisements, classified advertisements are simpler and much more straightforward. Think of an entire page filled with job advertisements that, at first glance, essentially look the same. There is a general heading indicating a job category, and under that category will be the job advertisements, which are usually composed of a heading and text relevant to the job being advertised.

There is often no room for the company advertising the open position to exercise its creativity in this type of advertisement, and neither does it have the freedom to style it in a way that is sure to grab the attention of jobseekers perusing that page.

BASIC ELEMENTS OF JOB ADVERTS

According to the U.S. Small Business Administration, a job advert is effective if it reflects the role that the selected applicant or candidate will perform once he is hired by the company, as well as the expectations of the employer regarding his performance.

Various literature and sources have quoted the basic elements of a successful job posting or advertisement, listing varying numbers of these elements. Some compressed the basic elements into five, namely:

  1. Information about the job opening or vacancy: This includes the duties and responsibilities of the position or job opening that the organization aims to fill.
  2. Candidate profile: This is an outline of the education, experience, skills and other requirements of the open position.
  3. Company information: This provides potential applicants an insight into the working environment.
  4. Employee benefits: This includes the salary range and other benefits that the employee who will be chosen for the job will receive once he is employed and performing.
  5. The application process: This basically provides instruction on how the applicants will apply, and where they will send in their application letters and resumes.

From the above lists, we can safely say that the basic elements of a job advertisement include the Job Title or Designation, the Job Description, the Company Description, and a Call to Action. We will go into the elements in more detail once we discuss the key points in writing a successful job advertisement.

Follow this five tips on writing your job ad.

 

WRITING THE JOB ADVERTISEMENT

Factors to Consider Before Writing a Job Advertisement

  • Your ideal candidate for the job: Before you can write a job description, and the job advertisement, as a whole, you should first know exactly who your ideal candidate for the open position will be. Imagine the type of person, employee or worker that you want performing the tasks that the job entails. By putting yourself in their shoes, you will have an idea what they are looking for in a new working or employment opportunity.
  • The platform for advertising: Where will you post your job and recruitment advertisements? Your medium or choice of advertising platform may have an effect on how you will craft your advert, especially with respect to its styling and design, as well as what you will write in the Call to Action section, where you will instruct interested applicants to apply for the job opening.
  • Your budget for job and recruitment advertising: Publication of job advertisement in newspapers and magazines generally cost money, and the same goes for advertising on television and radio. Knowing how much you are willing and able to spend on the advertising will determine how long the advert will be. If you have allotted more than sufficient money to be able to afford a half-page advertisement, then you will have more leeway on the amount of content you will include in the advert. If budget is tight, and you are given only a small box to fit the advert in, then you have to be more circumspect when choosing what to put in there.

Key Points in Writing the Job Advert

In noting the key points that one must remember when writing a successful job and recruitment advertisement, we will follow the seven basic elements as enumerated by the Wentworth Institute of Technology.

1. Job Title, or the headline

This will serve as the Heading or Title of the entire job advertisement. There are some cases where a sub-headline is used, mainly to provide a brief description of the job, as in the case of jobs of a contractual nature, or for a limited period of time only.

  • Use a job title that is industry standard. It should make use of descriptive words that anyone will immediately recognize and understand the moment they lay their eyes on it. While sticking to industry standard job titles, it should also be specific, and one way to do that is to target specific groups based on the area or field of study that the job belongs to. For example, a pharmaceutical company may use words such as “Medical” and “Researcher” in its heading. A healthcare facility may come up with a job advertisement with a title containing words such as “Nursing”, “Healthcare”, “Caregiver”, and others. This will make it easier, say, for a jobseeker with a nursing background to spot the advertisement even when it is listed alongside other similarly-formatted job adverts in a full Classified Ads or Job Wanted page.
  • Job title must be clear and does not mislead anyone who reads it. You are looking for a Software Engineer? Then say so. Writing “An engineer skilled in software development” implies that you welcome applications by anyone with a background in any engineering field, as long as he has knowledge on software development.
  • Job title must be catchy and appealing. This does not mean that you should include a catchphrase in there to grab the attention of jobseekers. It simply means that it must contain keywords that can potentially attract suitable candidates. For example, a job title that says “Clerk” is not as catchy as, say, “Accounting Clerk” or “Administrative Assistant”.
  • Keep it simple. Avoid using jargon words. You may also be inclined to use flowery words and adjectives to make it more appealing, but it may only end up becoming ambiguous and off-putting when the reader of the job advert looks at the full context. Remember the goal of writing a job title, which is to tell the readers exactly what the job is. You have more chances to elaborate on that later on in the body of the job advert.

 

2. The Hook

Usually, this is the first paragraph of the job advertisement, and it serves as a lure or a lead that answers the following questions:

  • Why would a jobseeker be interested to perform this specific job?
  • What is so unique about this job, setting it apart from other similar jobs? Basically, the hook is where you will try to attract the jobseeker, or anyone reading the job advertisement, even someone who already has a job. Some of the hooks or attractions that you can probably include in the first paragraph of the job advertisement are:
  • One or two specific functions of the job that utilizes the primary skill or expertise of the individual. Or it could be anything that will grab the attention and interest of the candidate, and motivate him to respond to the job advertisement. For example, you could write the hook as a sentence, like “Are you creative and innovative? Be our next Junior Designer!” Or they could be simple phrases, such as “seasoned and creative”, “great career opportunity”, or even “fun working environment”.
  • Benefits that will be received by the employee who will perform the job, on top of his salary. Examples are subsidies for clothing and housing, and also transportation and representation allowances.
  • Exciting programs and projects that the company is currently working on – or will work on in the future – where the job and the jobholder will play an active part in.

3. Company information

This is the second paragraph of the job advertisement, and it covers information about the company, including its offerings (products and services) and some more general information that provides a glimpse of the corporate and working culture within the organization.

  • Keep it short. Do not fall into the trap of giving a compressed history of the company. It will be up to the applicants to do further research on the company. Just give them the “bare bones”, so to speak, to introduce the company to them. You may speak briefly about its founding, but focus on the company’s current position or standing in the industry. You want to paint your company to be an attractive prospect as an employer, one that employees would be able to grow in and with.
  • Indicate the services or products of the company. Why is this important, you ask? It is possible that the jobseeker may have never heard of the company, but once he reads the company information and learns its products, it may turn out that he has been a long-term user or consumer of that brand of product or service.
  • Highlight any successes or recent accomplishments of the company. Again, this will provide an insight on the company’s potential for growth. The top candidates are most certainly going to look for employment in companies that are relevant in the industry, and you have to clearly demonstrate that in your job advertisement.
  • Include any information about the working environment and the overall atmosphere in the workplace, since many applicants are also curious about the company or organizational culture that they will be applying to. It is common sense, really: people want to work in a place where they can enjoy their work, and not be worked to the bone like slaves.
  • Include a link to the company website, if any, or other sources where the jobseeker may find more information about the company, in support of the short introduction that you just made in the advert.

We come to one issue where you may rethink including the company information in your job advertisement: that is if the company does not want to announce to all and sundry that it is recruiting or hiring. It may be because it is company policy, or it may be because it does not want the competition to catch wind of its recruitment actions.

If this is the case, you may opt not to reveal the name of the company. However, you should still include a snippet in there about the type of business that the company is involved in, or the industry it belongs to, such as “a pharmaceutical company” or a “local nursing facility”. Not mentioning anything about is bound to cause more questions than answers and, most likely, low applicant turnout.

4. Skills, experience and education

These are the requirements of the job, meaning that the person who will perform the job must have these skills, experience and education on his first day on the job.

  • Be clear, specific and concise. Upon reading this section of the job advert, the potential applicant should be able to immediately conclude whether they are qualified for the position or not.
  • Choose the essential or critical skills, instead of listing ALL the skills that you want the person to have. Keeping the required list short will accomplish the task of attracting jobseekers, instead of boring them and, worse, even overwhelming them to the point that they will be discouraged to apply for the job. Similarly, you have to identify every detail about the experience that you want the candidates to have. If you are also looking for specific certifications and accreditations, such as a professional certification or license, spell that out in the job advertisement.
  • Make a clear distinction between requirements and additional qualifications. You must distinguish the “must-have” qualifications and skills from the other qualifications and skills that are “nice to have”, but not really strictly needed in the applicant. For instance, you may create two separate categories for the skills, one for the required skills and the desired skills, which are appropriately described as “desired or preferred, but not required”. This will encourage more applicants to apply because, even if they do not have those desired skills, they are not strictly required, which means that their application may still have a chance. This is in direct contrast when you list down all the skills as “required” (or make no differentiation or qualification), resulting in less applications received by the company.
  • In many cases, employers also specify some preferences or “special criteria” that the applicants must be able to meet in order to qualify. This is one of the ways that hiring managers can eliminate applicants that are unqualified, or fall short of their expectations. For example, a job advert for a project manager or project team leader may ask applicants to include a project proposal along with their application letters and resumes, in order to be given a job interview. This requirement should also be clearly stated in the job advertisement.
  • Avoid listing personality traits since, technically, these are not skills. Personality traits such as “proactive”, “outgoing”, and “with pleasing personality” are not measurable, and are even subjective. It is easy for applicants to convince themselves that they have these personality traits, for the simple reason that they want to apply for that job. Some may resort to imitating these behaviors and pretending to have them when everything else says otherwise. Listing items that are considered to be rhetorical is also not recommended. Examples are “hardworking” and “with strong work ethic”. It is a given that the employer would want to hire workers who have these traits, so it would not make sense to include them in the job advert. You may only end up making the advert unnecessarily long, taking up space that you can use for other, more important content.

5. Responsibilities of the position

This is where you will indicate the tasks, activities, duties and responsibilities that the future jobholder will perform on a regular basis. The purpose of this is to clearly state the purpose of the job, and provide a glimpse of its relationship to the other positions within the organization or company.

  • List down the major responsibilities. Do not include all the tasks that will be performed by the employee, because you may end up with a job advert that is more than two pages long. If there are a lot of responsibilities, select three to five of the major ones, or those that take up a large bulk of the time of the jobholder.
  • Be specific about the role of the would-be employee, especially with regards to his skills and experience, and even educational background. This is so that the advertisement will discourage those who are not qualified, or who do not meet the minimum requirements, from applying for the open position.
  • Start the responsibilities and duties with action words. Action words provide more impact and give more weight to the actual functions of the job. “Updates ledgers and inventory records” certainly comes across as having more impact than stating it as “maintenance of ledgers and inventory records”. “Preparation of letters and communications” sounds a bit vague when compared to, say, “writes letters and communications”. Use action verbs that directly describe the action that will be performed by the jobholder.

Make sure you describe the job responsibilities in a powerful like stated in the following video.

 

6. Compensation and Benefits

There are instances when companies do not include any information regarding compensation. Which should not be the case. As early as the job advertisement, the elephant in the room must be addressed because – let’s face it – a very large part of the reason why people look for jobs is the pay. They want jobs with handsome pays, or where they will receive pay that is commensurate to the work that they are expected to put in.

  • Indicate that money comes with the employment opportunity. For many, this may seem like a foregone conclusion, but it is still important to state that fact. There are several ways to go about this, and some of the most popular and commonly used phrases are “with competitive pay” and “compensation commensurate with skills and experience”.
  • Again, be specific. You may not be able (or are unwilling to) state the exact salary or compensation that the eventual jobholder will receive once he gets the job, but what you can do is put in a salary range or average instead. In fact, a range is more recommended than stating the monthly or annual rate up front, because it means that there is room for increases or income growth as the employee stays longer in the job or performs better. Another advantage of putting in a salary range is that you will eliminate the risks of entertaining applicants who want to be paid more than what you are offering for the job. Naturally, the moment that a jobseeker with high expectations with respect to a salary find that the range stated in the advert is not what he had in mind, he will move on to other advertisements.
  • Provide a list of benefits that will be offered along with the job. By breaking down the benefits, you will be able to attract the potential applicants further. Of course, this does not mean that you should include all benefits, including free lunches on Wednesdays or carpooling privileges. Select the benefits that will appeal more to your candidates, such as retirement benefits, health and medicare insurance, transportation allowances, and other subsidies.

7. Call to action

At the end of the job advertisement, you are now going to tell the prospective applicant what to do in order to apply for the job.

  • Shape it in the form of a direct message to the reader. You are talking directly to him, enticing him to apply for the job, and telling him exactly how to go about it.
  • Provide a clear outline of the next steps that the applicant needs to take. Make sure the following are addressed:
    • How to apply for the open position, whether you accept online applications, actual physical submission of documents, or submission of application via email.
    • Where to direct their applications (e.g. mailing address, email address, or the actual address of the place where applicants may personally submit their application letters and documents, and contact numbers)
    • What documents to submit aside from, of course, their application letters and resumes
    • The inclusive dates of acceptance of application, putting emphasis on any deadline of submission
  • Keep the application process as simple as you can. Do not inundate them with a lot of steps to follow in order for them to be able to get their resumes to you. By keeping it straightforward and simple, more candidates will apply, and you will also have greater chances of attracting the stronger ones.

You will notice in the above points that there is one underlying principle that must be followed by anyone preparing a job advertisement, and that is to be specific. Be specific when writing the job title, when listing the required skills and qualifications, when providing information about the company, the job, and the compensation and benefits.

Design of the Job Advertisement

This pertains to the format and presentation, or the look and feel, of the job advertisements. Your goal, as the one writing a job advertisement, is to create one with a design that focuses on clarity, with the use of text and layout, while maintaining a professional image for the advertisement, and for the company advertising.

While it is true that the different media or platforms where job advertisements may be posted or published have their own unique characteristics, the same design concept will still apply. This is actually another challenge posed towards creators of job advertisements: to come up with an advert that will work whether published in newspapers and magazines, or uploaded in social media, job websites and other online job boards.

In writing a job advertisement, the tried-and-tested AIDA selling format is highly recommended.

AIDA stands for Attention, Desire, Interest, and Action.

  • First, the job advertisement must be able to attract the attention of readers, especially the targeted jobseekers. This refers to the headline or banner portion, often containing the job title.
  • The advertisement must be able to establish relevant interest in the targeted candidates, meaning the information imparted must relate to how the reader thinks and feels about certain issues.
  • The job advert must be able to create desire among the targeted candidates, encouraging them to pursue a great opportunity (in this case, the job itself). You may play up the appeal of the job (such as the challenges and opportunities for growth that it entails) and the rewards that the reader may aspire to.
  • The job advert must have a straightforward call to action, providing clear instructions on what the interested applicants should do next. It could either be a prompt for them to call a number for more information, or to send a letter, a resume or CV to a specific address, or to download an online application form, if it utilizes this platform.

When designing, styling or formatting your job advertisement, take note of the following:

DO:

  • Make it quick and easy to read. Readers do not want to have to go through a lot of words and lists before they get to the main point of the advert, which is to convince them to apply for the job.
  • Use a font style that is professional-looking (avoid script font styles or those with elaborate and fancy designs). The most commonly used font styles are Arial and Tahoma (for sans serif fonts) and Times and Times New Roman (for serif fonts).
  • Adopt a font size that is neither too small nor too large. Keep in mind that not all readers have the same 20/20 vision as you. A font size between 12 and 20 point-sizes is safe for the heading and subheadings, if any, while the main text’s font size should be somewhere between 10 and 12 points.
  • Check for any grammatical and typographical errors. Proofread several times if you must, and have other people go over it, until you are satisfied that it is error-free.
  • Try to keep your sentences short using, on average, fifteen words per sentence. Shorter often means clearer, and it is also easier to read. Aside from complicated words, you should also try to avoid using word contractions such as “don’t”, “can’t”, and “haven’t”.
  • Keep your paragraphs short. If you have a paragraph that is essentially a large block of text, chances are high that the reader will not bother reading and trying to understand the whole thing.
  • Make sure there are enough white or empty spaces around the text so that the eyes are drawn to what is written. If you put them too closely together, the whole advert will look too cramped, and will not entice people to read it, because they will feel like they will simply be sifting through many text.

Make sure to draft your want ad the right way. This is an interesting take on writing a job advertisement.

 

DO NOT:

  • Go overboard with graphics and illustrations. These may only become distractions and overshadow the message you are trying to convey.
  • Use upper case or capital letters in your advert. Can you use capital letters in the heading? Yes, you may, but it is not really recommended. This is because many people find it difficult to read words written in all capitals.
  • Be free with the use of italics. Somehow, italicized words are more difficult to read. If you should want to put emphasis, embolden or underline the words you want to emphasize instead.
  • Play around with colors. You may think it is good design sense to use a colored or patterned background and overlay other, darker, colored text over it. This may just make the advert look tacky, and the strong candidates may not take it seriously. Stick to black or dark-colored text for better contrast and easier readability.

Other Tips on Writing the Perfect Job and Recruitment Advertisement

  • Use simple words, in a language that your targeted candidates use and understand. Remember that you are talking to them through the advertisement, so you should be speaking their language. As much as possible, use layman’s terms, and avoid being too technical about it unless, of course, the job title and the job description call for the use of the technical terms. For example, when you are looking for an Accountant, you may use the words “Quickbooks” and “IFRS” (International Financial Recording Standards), since these are terms that your targeted candidates – certified public accountants – will definitely recognize and understand.
  • Avoid exaggerations. So you want to attract as many applicants as possible, with the hope that the top candidates will be among them. That is why you decided to “pad” the advert, just a little bit, in order to get their attention. Little or big exaggeration is still exaggeration, and this is a way of misleading potential applicants. Another risk of exaggerating the content of your job advert is that you are also increasing the likelihood that the applicants are gullible and, worse, poor or non-performers. They are aware that the job you advertised may be too good to be true, yet they still applied for it. That means they are also the type to have unrealistic expectations from their job and their employer. As an employer, you definitely would not want to be saddled with an employee like that.
  • Since you are basically talking to the target candidate, use the second person point of view when writing. This means the use of the pronouns “you”, “your” and “yours”. This will give the reader – your target – a sense of involvement, as if you are asking them directly to apply for the job.
  • Use bullet points when listing details or items. This will make the job advertisement easier to read as opposed to, say, a block of text containing a narrative of what you are looking for. The applicant may fail to identify the salient points of the job advert, and you may end up receiving applications from unqualified applicants, for the simple reason that they did not fully understand what they read in the advertisement. At the same time, when listing, make sure they are ordered and organized in a sensible and concise manner. Steer clear from being too wordy and, as a result, overshadowing the true message that you want to convey by creating lists. Do not feel the need to explain yourself in great length, because there is still the rest of the recruitment process to do exactly that.
  • Do not mention anywhere on the job advertisement any preferences when it comes to gender (except when the nature of the job calls for it) and sexual preferences, religious affiliation, origins, family situations, political orientations, and the absence of medical conditions or handicap. This will render your advert as discriminating and turn people off from applying.

EXAMPLE OF AN EFFECTIVE JOB ADVERTISEMENT

Take a look at the following sample, posted in Google Careers, that contains all the elements of an effective job advert, and observing the tips and tricks discussed.

Creative Engineer

Google

User Experience & Design

Mountain View, CA, USA

Google is known for its speed and clean design, and our websites must also be fast and clean. Our Webmaster team creates and maintain Google’s web sites. As a Webmaster, you collaborate with Marketing and Engineering teams to create compelling, efficient and accessible web pages. You work independently on many projects, but also take directions from team members across the organization. The impact of your work is huge as millions of users traffic our websites every day.

As a Creative Engineer, you will work on different product areas across Google, with your web content taking center stage in product launches, events, and marketing campaigns. You will partner with Product, UX, and your team to build front-end web experiences. You will use your experience to drive medium to large-sized tasks and projects while exercising considerable independent judgment and discretion.

You will be responsible for the creation of high quality, world-class web content for desktop and mobile devices. You will engineer front-end components that will present information in new, innovative, and creative ways. Your work will require a focus on compatibility, accessibility, and internationalization.

Your components should be modular, reusable, and well documented to the benefit of the greater team. You will experiment with emerging technologies and discuss their merits with fellow team members.

At Google, we’re always trying to provide our users with the fastest services possible. Google Fiber works to go the very last mile, providing fiber-optic Internet connections directly to users’ homes. We’re building one of the fastest networks in America so that users can experience the future of broadband because we know that your Internet connection can never be too fast.

Responsibilities

  • Architect, develop, and maintain an innovative, engaging, and informative web site
  • Collaborate with Marketing, Product, and Engineering partners
  • Be able to multitask while meeting tight deadlines
  • Challenge established thinking and discover new ways of approaching and solving a problem

Qualifications

Minimum qualifications:

  • BA/BS degree or equivalent practical experience.
  • 4 years of experience developing mobile websites and applications.
  • HTML5, CSS3, OO JavaScript and Python development experience
  • Experience with content management systems. Experience using templating language (e.g., Jinja or Django)

Preferred qualifications:

  • BS or MS in Computer Science or equivalent
  • Experience with JavaScript libraries (e.g., Closure, AngularJS)
  • Experience with Google App Engine, Google Custom Search, and Google Analytics
  • Fluency in Canvas/CSS animation
  • Fluency in one or more of: Python, Java, C/C++
  • Strong consistency and attention to detail

The above example is taken directly from the Google Careers website, the jobs portal of the giant Google. Reading through the whole thing will reveal that it contains all the basic elements of an effective job advert. There may not be a clear-cut call to action, but the web page has a clearly visible APPLY button on the top right corner that interested applicants can simply click on if they want to apply for the job.

When you look at it, writing a job and recruitment advertisement pretty much follows the same principles as when you write other forms of advertising. The goal is the same, although the subjects may be different. You are talking to jobseekers, encouraging them to take the action that you want, which is to apply for the open position in your company.

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