Recruitment advertising is often treated as a quick, transactional step in the process when it comes to agencies but it’s the first thing candidates see. Whilst often the agency will not say who the client is it’s the advert that gives the candidate market the first impression of your opportunities and reflects how seriously candidates think you take hiring.
In my 20+ years in recruitment as both a recruiter and a candidate I can safely say I’ve seen the good, the bad and the ugly when it comes to recruitment advertising
So, if you work with recruitment consultants here’s a question worth asking:
Would your recruitment partner be proud to show you the advert they’ve written to attract your future employees?
Or is it a copy and paste version of your job description that gives no value to you or the candidate?
Because the quality of the advert comes down to one thing, how much time your recruiter has taken to understand your role, your culture, and what success really looks like in your team. If they haven’t asked those questions, how are they going to connect you with the best talent available and write something that appeals to the market?
What do poor recruitment adverts look like?
A copy and paste of job specs with no personality, no storytelling, and no reason to care about the opportunity.
A long list of skills and “nice-to-haves” that exclude more candidates than they attract.
Stating candidates must have X years of experience of something which more often than not is discriminatory against certain groups.
No mention of reasonable adjustments or flexibility, missing the chance to engage with more diverse talent.
A one-way message that tells, rather than asks questions or inspires.
And my personal favourite – the advert that has been copy and pasted and still has the client name all over it.
What do great adverts look like?
They are written with purpose, excites people showing the real impact and opportunity behind the role.
They are written with inclusive language that welcomes everyone.
It reflects your culture and values, not just the salary on offer, location or requirements on a list.
It focuses on potential, behaviours, and outcomes as much as it does the technical skills.
It makes people want to be part of your business.
So, if you are getting true value a great recruitment partner should:
Take the time to really understand you, your business, environment, goals, and team.
Consult you on the brief and help you define what truly matters in the hire with insights on the market.
Be confident and proud to show you the advert they’ve written to attract the right people.
Protect your brand and reputation by ensuring every word aligns with your values.
Deliver advertising that broadens reach, improves diversity, and enhances your overall candidate experience.
Because anyone can copy, paste and post a job.
But the recruiters who genuinely add value are the ones who treat advertising as a strategic, creative extension of your brand and take pride in doing it right.
If you would like to discuss more or share your own challenges and priorities when it comes to attracting and retaining the best talent for your business get in contact with me directly and let’s see how I can help you.
Mark
07900557982