Job advertisement: Recruiting tips 2022

Online and print
51% of respondents prefer online job portals when looking for a job according to a Marketagent.com Study from 2021.

At least 38% also prefer to find out about vacancies via contacts such as family, friends and acquaintances.

In line with the general trend, the greatest focus for job advertisements is also on online postings. This has the advantage that - unlike print advertisements - more information does not cost more. It therefore offers the opportunity to formulate the advertisement in an appealing and, above all, visually convincing way. Give an insight into everyday working life at your company, convey the feeling of the working atmosphere - these simple parameters can significantly improve the reception of the advertisement.

W-questions
There is no way around them: the W questions. These questions form the core of the advertisement and at the same time provide structural clues.

• Who is it for?

Which company is looking for employees?

• What is it?

Which exact position is vacant? Including whether it is a full-time or part-time position.

• Where?

Where are you looking, where is the place of work? Information on possible home office options can also be provided here.

• When?

When is this position available?

• How much?

The legally required salary information (the minimum salary according to the collective agreement) is provided here.

It is important to note that people should not search for vacancies under "Other employees" or "Personnel". It is better to be as specific as possible here, such as "clerk" or "accountant". A Keyword check is very helpful in this step and offers the opportunity to make the ad as relevant as possible. It is equally important to formulate job advertisements neutrally in accordance with the Equal Treatment Act and to give every applicant the chance to apply. Advertisements that refer exclusively to one gender, age, etc. are not permitted.

Salary information
Salary details are necessary in terms of the minimum salary stipulated in the collective agreement, if available, and are a key criterion for applicants. According to Marketagent.com 2021, salary is the reason for 48% of respondents to change jobs.

Of course, it is easiest to state the gross monthly salary, but it is also important to state the weekly working hours.

Another basic option is to state the annual salary, including the 13th and 14th salary. If the position is to be assigned to a job group, this should also be stated in the salary. Although the annual salary provides a good overview, it is not specific or tangible enough for many people.

The most transparent form of salary information is the "from-to" method. This allows you to openly communicate what your industry-standard overpayment looks like based on qualifications.

Passive vs. active formulation
Passive formulations still make up the majority of job advertisements. This is one more reason to switch to the more attractive variant of active wording. In this way, you involve the applicants and offer a good insight into what they can expect from you.

"Design of graphics" is the passive negative example here, so to speak. The active formulation is better: "You design graphics and subjects". The ideal formulation is achieved when you also communicate the expected result: "You create graphics and subjects in accordance with our customers' CD guidelines and help them to achieve a uniform brand image".

These formulations also resonate with the corporate culture - in the example above, especially the "per Du" within the company posting the job.

With these basics, your next job advertisement will be successful and attract more applicants. Our experts will be happy to discuss these steps with you and find the right way to make your job advertisements visually appealing or to communicate them to the right applicants.

Either way, we are happy to be at your side!