7 Ways to Improve Job Ad Response Rates

7 Ways to Improve Job Ad Response Rates


Your company may be doing amazing things for your industry, but are your job ads reflecting your awesomeness?

Too often, companies hash out quick job ads with little care as to how it translates to the job seeker. Is the ad telling a compelling story? Does it attract the type of worker you want to see apply? Is it visually appealing?

In the Internet age, advertisements are everywhere, leaving plenty of job seekers to be disillusioned with or untrusting of this medium. Companies looking to ramp up their recruitment process need to pay careful attention to the specifics of their paid job ads.

Here are seven ways to improve your ads and attract the best job seekers for your company:

1. Remember AIDA

AIDA is a selling format used by marketers and advertisers to describe what should occur when a person views an ad: Attention, Interest, Desire, Action. Keep this in mind when writing your job ad. First, get the job seeker’s attention with great branding and compelling copy. Create interest by establishing your company’s relevance, and foster a desire to join the team. Finally, compel the job seeker to take action by applying.

2. Don’t overbrand

Your brand should be present in the job ad, but not overbearing or distracting. This is particularly true if you’re a small or medium-sized company. You want to include your company logo and colors, but keep the focus on the job seeker and the open position.

3. Ensure your ad copy is professional

Avoid too many exclamation points and skip the sensationalism. You want your open position to appear compelling and exciting without being a downright lie. Don’t fool job seekers into thinking your company or open position is something it’s not — you’ll attract the wrong candidates, and your company will suffer as a result.

— Post Jobs for Free at Doostang.com/hiring

4. Think simple

Ensure the text of your online job ad is clear and readable on any browser. Ensure you’re not over-explaining the position — pick out the key points, and keep the description simple. Too many words will bog down the ad and make job seekers lose interest.

5. Avoid over-designing

Your ad should be visually appealing and draw the reader’s eye, but resist the urge to ad fancy fonts, bright colors, or patterned backgrounds. You want to draw the job seeker in and keep their interest, not throw them off with harsh or distracting visuals.

6. Keep the focus on the job seeker

Your ad doesn’t have to include a full list of benefits and job responsibilities — you can link to a more detailed description on your company website. Keep the focus on the person and how they’ll benefit from the position. This shows your company is focused on worker needs first — an attractive element for any job seeker looking for fulfilling work.

7. Include key points

Key information to include in a job ad: a job title, the employer or recruitment agency, location, a concise employer and job role description, and an outline of the ideal candidate. But don’t be afraid to get creative — you can keep your ad even simpler by adding a catchy headline and including a few short sentences to get click-throughs to your company website. Be careful with this strategy, and make sure to run it through a few eyes or a focus group first to gauge what works.

Job ad responses can be tough to gather. Keep your copy concise and your visuals compelling, and you’ll attract the right job seekers in no time.

— Post Jobs for Free at Doostang.com/hiring —

Heather R. Huhman is a career expert, experienced hiring manager, and founder & president of Come Recommended, a content marketing and digital PR consultancy for job search and human resources technologies. She is also the instructor of Find Me A Job: How To Score A Job Before Your Friends, author of Lies, Damned Lies & Internships (2011) and #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010), and writes career and recruiting advice for numerous outlets.



  1. says

    Definitely agree with the use ‘key points’ reference, apart from the fact that it adds an attractive factor to the job advertisement – it also makes it far easier for a potential candidate to find the job via the search feature. I love the topic of this particular article, and it’s definitely worth split testing and stepping inside the mind of a job seeker when writing a job advertisement.

  2. taysir says

    It’s so easy to mess up your job search that everyone does it. You will almost certainly find a job search technique that you have applied in your search for employment. You may even find your job search problem.

    Job Search Technique #1: Do nothing, or mostly nothing. Assume that there are no jobs out there, or there are too many qualified candidates to conduct a successful search.

    Job Search Tip #2: Say nothing. Never talk about being out of work or underemployed. The surest way to never get a job, is to never ask for one. The second surest way to fail a job search is to never mention to people you know that you’d like a job. If you really want to mess up your life, stay in your house and pull the curtains on the world.

    Tip #3: Search online postings for 8-12 hours a day. Jobs are filled by people, not computers, so you must interact with people before you get the job. A successful job hunt might involve finding who the hiring manager and trying to contact him. But that’s a successful job search technique, so you wouldn’t want to try that! Heaven forbid that you doggedly call someone to find out who is in charge!

    Tip #4: Apply for dozens of jobs a day. Is a numbers game, right? Nope. It’s a matter of conveying that you are the exact right person for the job. If you are applying for every job, then you are wasting your time and the time of the people whose jobs you are applying to. At the very least confirm that the job which you are applying to exists. An easy way to confirm that the job exists is to ask when the start date is. Sadly, not all postings are for jobs that actually are being filled.

    Tip #5: Don’t bother to tailor your resume to the language of the post. Don’t bother tailoring your cover letter to the language of the posting. Its logic, isn’t it. As more and more jobs get posted on job boards, searching these millions of jobs requires a computer. How does a person search millions of resumes–by entering search words, of course. You resume should use the same language as the posting for it to show up in the search. Don’t lie, just use the same language to describe the same type work.

    Tip #6: Give up. The average job search takes 3 months. If you expect to be paid more than $100K it can take 5 months. Some of the more effective job search techniques take a long time to work. Networking is best done when you still have a job, not started when you walk out the door. So don’t expect overnight results, because getting a job is about building the relationships that lead you to the right position.

    Did you find your job search problem among these stellar, idiotic job search techniques? Most people looking for jobs today have one or more of these problems–and some won’t admit it.

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