How to make your job offers more attractive

The wording, tone and message used in job offers are the key elements to generate interest in your candidates and make job offers more attractive. The way in which the offer is presented, the tone with which the communication is received, and how identified the individual feels when reading the offer, will be the keys to the decision to enroll.

Most importantly: What message does the candidate need?

The first thing many companies do in their offerings is to talk about themselves. About the wonderful company that it is, the team they have, about how well they talk about the brand or treat their staff.

Talking about us is great, but we forget the most important thing: what the candidate needs to read to sign up for the offer.

Corporate websites are exactly that, “cover letters” in which each corporation talks about itself. It's your website and that's why you should have spaces solely and exclusively to tell how good you are: the candidate is in your territory and it's your moment of glory.

This means that in an offer it is of little use for us to tell how good we are, if we are not able to convey to the candidate what he wants to read, that is, what benefits that job has for him or her.

How to write a job offer

Precisely the benefit sought by the candidate is what we must know how to convey to him through good writing.

An essay that includes rhetorical questions and other elements of communication that make you think “this is what I need, just what I was looking for”.

How do you know if you are drafting a job offer correctly?

As you will already know to what Candidate person You are directing the offer to him, it will be much easier for you to put yourself in his place and read and reread the offer by putting yourself in his shoes, checking if you would actually sign up instead.

Tips to make offers more attractive:

• Customize the offer to the maximum (attacking your interests or needs from the start).
• Greet the candidate at the beginning and say goodbye at the end of the offer
• Use short paragraphs and highlight key concepts in bold
• Use rhetoric to get the candidate to ask himself the questions
• It meets two basic criteria: benefits of working in your company and employment conditions
• It includes images or video (video offers are booming and significantly increasing the rate of registrations in offers).

What tone to use in the content of the offer depending on our objective

As with everything, it will depend on the profile you are targeting. Practically all profiles appreciate closeness and trust in communication. As long as it's not too much, (we've all been candidates at some point), and we appreciate being spoken to us in an understandable language and with a closeness that makes us feel comfortable.

When the objective is to generate Engagement

This is the nicest part of the offer. The one that allows us to make the most attractive job offers.

This is where the candidate reads questions or phrases that make him think if the job covers the vital needs he may have (having money to travel, a good schedule to take care of the children or to be compatible with studies, a job with a vision for professional growth...).

We must be able to generate that engagement through an informal and close tone.

When our goal is to sell the job to the candidate

Selling the job to the candidate directly means talking about conditions (salary, schedule, objectives...). These are practical and necessary topics to bring the offer itself to the purest reality. All offers must include this part.

The pure and hard sale of the offer must be written in a corporate, demonstrative and, whenever possible, testimonial tone.

The corporate tone because they are the conditions of the company itself, so the tone cannot be any other way.

The demonstrative tone is interesting if we have material to demonstrate the arguments we are attacking.

And finally, the testimonial is super effective. If in an offer we can include the testimony of an employee who has already applied for a similar offer and works in the company, there will be nothing more convincing for the candidate than an experience told in this way.

When the objective is to communicate about our brand

When we talk about our brand in an offer, it's our moment of glory. Nowadays, unfortunately, most offers remain in Communication and Sales, ignoring the third (and for me the most important): Engagement.

The corporate part of a job offer is important, but ideally it should be included at the end of the offer and in a short paragraph as a signature.

In this brief signature, the tone will always be corporate and informative, and it is in our power to want to use closeness as a tool of attraction so that the candidate feels more comfortable and generates in him the action to apply.