Published on 15-11-2018
How does an effective job advert look like? Trying to attract talent can be quite a challenge. That is why using marketing strategies, such as the AIDA model, isn’t a bad idea – the only difference being that you aren’t marketing a product but your employer brand. Here’s an explanation of what the AIDA model stands for and how to use it to write effective job ads.
Developing a job advert is similar to other forms of advertising: Your main aim is to sell a product, in this case a job. You need to appeal to the readers – and potential future candidates – in an engaging manner. A good job advert, thus, is easy to read and uses simple language while containing all the relevant information about the job itself and the company as a whole.
The Dos and Don’ts of an effective Job Advert
Writing an effective job advert is a more complicated than it looks. That’s why, before we dive into how the AIDA model works, we want to have a closer look at the dos and don’ts of job ads.
What to avoid:
- excessive details about the job or area
- boring descriptions of role and ideal candidate
- too much emphasis on the job and not on the person
- none or little information on what you can offer as an employer
- Over designed graphics
- Long, complicated words
Looking at the flip side, with a job ad you want to communicate the following:
- Precisely what the job offer is about by using clear job titles
- An insight on how the application process will look like
- Outline your company’s individuality as an employer: What makes you desirable?
- Provide information about company’s culture and employer brand
Following those general guideline is a good first step on the journey towards the perfect job ad. Now, let’s get into the AIDA model and its advantages.
The AIDA Model
The AIDA model was developed in 1898 by marketing specialist Elmo Lewis and is as relevant for the marketing industry as it was in the 19th century. The AIDA model is an acronym for the following four phases:
Let’s walk through the process step-by-step!
Draw ATTENTION to you Job Ad
The first point of the AIDA model sounds simple enough: The ad must attract a job seeker’s attention. However, in world where we get constantly bombarded with advertisements, images and videos, grabbing the attention of your desired target audience can be a challenge. So, before you start building an attention grabbing job ad, ask yourself the following questions:
- Where can I find my desired target audience?
- Am I using the right medium and platforms to reach them?
- Is my job ad designed correctly for the specific platform?
When you know where to find your desired audience, it is time to build an effective job ad. According to the AIDA model, an ideal job advert leaves an overall impression by providing an optimal mix of Layout,
Design, and Graphic elements.
A strong, consistent employer brand is hereby the key to success. Creating a career website with a clear corporate design will improve your candidate experience, make you stand out as an employer and leave a lasting impression in the candidates head. Here’s more about how to build a strong employer brand.
Attention: Creating strong visuals that grab candidate’s attention and leave a lasting impression. Communicating content on platforms that are relevant for specific target audience.
Stimulate INTEREST for Company and Job
While the point Attention of the AIDA model is more concerned with the cognitive level, the following two phases Interest and Desire aim at the emotional level.
An effective job advert stimulates a certain interest with the following:
- Clear structure
The rule of thumbs here: More is less. The created content should focus on possible questions of the job seeker instead of communicating the interest of your company. Both, layout and content play a crucial role in creating user-friendly and interesting job adverts. According to a recent Stepstone eye tracking study, the optimal layout of a job ad should look something like this:
In terms of content, you should include information about the job, its purpose, responsibilities and the team. Make sure you only include details that are interesting and relevant. In general, you should try to answer the following questions with your job ad:
- Who advertised the position?
- Who is the company looking for?
- What is expected from applicants?
- What does the employer offer?
It is hereby important to pay close attention to your target audience. What kind of information is relevant for them? For example, where an economist has an eye on the company’s international success, a computer scientist tends to place more emphasis on technology leadership or technical work equipment.
Interest: A balanced combination of a clearly structured layout and relevant, precise information that answer possible questions out of the perspective of the job seeker.
Create the DESIRE to Work for your Company
The AIDA model suggest that you should aim for creating a desire for the position. After job seekers read your ad they should think “This sounds good. This is perfect for me. I want to learn more about this position”. But how can we create a feeling like this?
85% of all job seekers are looking for information about the corporate culture, motives and values ?of your organization during the online orientation process. These are the most important factors for a candidate when considering a new employer. Making this information easy accessible and visible to job seekers in a job advert or on the career website is essential. Media content, such as pictures and videos as well as employee voices additionally reinforce the emotional impact of a job advertisement.
Another great way to making your company more desirable as an employer is to enable the job seeker to directly check their personal Cultural Fit. CompanyMatch Engage is a quick and easy solution to integrate the matching technology into your career website. Candidates have the opportunity to discover their individual and anonymous match with your employer brand without leaving your domain.
Desire: Creating an emotional connection with the possible future candidate by making information about the company’s culture, vision and values accessible. Support those details with relevant visuals and enhancing widgets, such as CompanyMatch Engage.
Call to ACTION: Submitting a Job Application
The last step of the AIDA model encourages job seekers to submit their application. Unfortunately, studies have shown that a lot of job seeker jump off at the last moment and don’t submit their application. The reasons for this are diverse.
Here some possible explanations:
- Long paths to the start of the application
- Complicated or incomprehensible application forms
- Mandatory fields for which applicants must obtain information and interrupt the application process
- Technical inadequacies that prevent the sending of the application
Avoiding those mistakes and creating a smooth and simple candidate journey should be on the agenda of every HR professional. And don’t underestimate the power of mobile application!
Rosemary Haefner, Chief Human Resource Officer at Career Builder, breaks down the main point of Action pretty precisely:
A positive candidate experience is a competitive advantage in a job market where candidates have flexibility in their job selection. To remain competitive and create an experience that attracts, secures and retains today’s top talent, you need to determine how your current hiring methods measure up to what candidates are looking for.
Do you want to know more about the importance of corporate culture and cultural fit? CompanyMatch released a white paper dedicated to the topic. Please do fill out the attached form to start the free download.