How to write an internet job advert

You might think that advertising a job on an internet site is just a question of cutting and pasting the job spec onto a web page, but you would be wrong. A large part of the skill of getting good applicants for your jobs lies in correctly targeting your audience, making them aware of the jobs on offer and getting them to apply.

Getting seen

The most important place to start is planning how to get your advert seen by the people you want to see it. Many companies spend a lot of time on the job specification rather than on marketing the job to the correct target audience. The first thing you need to do is consider three things:

– who your target audience is
– how they are likely to search for jobs
– how you can get them to see your jobs

Defining your target audience depends on the kinds of skills you need for the job, which industry sectors this covers and which companies might be relevant.


Most potential candidates will search on something generic to a job,for instance, working mothers who are looking for flexible work will search on terms like flexibility, work life balance, etc. Their main concerns will be where the job is, what the job involves and career progression, whether it can be done flexibly and pay. Only after this will they be interested in who the employer is and which industry sector it covers. To ensure your target audience finds your advert you need to ensure they can find it easily on a keyword search. Think about what kind of words your target jobseeker might type into a search engine – such as ‘flexible working’, or ‘family friendly policies’, and if your business is able to offer those things, make sure you include those words in the body of your job advert.

Selling the job

Once you have your information and search terms clear, it is important to sell the job to potential employees. This involves ensuring the job title is sufficiently enticing for people to click on rather than a generic title which won’t stand out among many other similar job adverts. When it comes to the job description, again use phrases that are inviting and positive rather than a bland statement of the facts. Always include a contact email and phone number at the end of the job advert and don’t ask people to complete a registration form in order to apply as this is offputting. Similarly, research suggests that providing an online application form which links off the job advert site back to an employer’s website puts people off applying. Try to keep them on the website where the job has been posted.

Read more

Top 20 keywords that working mums search on:
Part time job
Part time work
Women back into the workplace
Women back to work
Mothers back to work
Mums returning to work
Working parents
Working mums and dads
Working mothers and fathers
Flexible role
Work from home
Work at home
Mums working
Term time
Flexible jobs for mums
Working from home
Home-based jobs
Working from home
Home-based jobs

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