Hays UK blog


What do Marketing candidates want to see in a job advert?

By Clare Kemsley, Managing Director of Hays Marketing, Retail and Sales, UK&I

How an employer promotes itself is of crucial importance to a marketing applicant. A job advert is the perfect opportunity for an organisation to sell their culture, their values and their benefits, and it is often the touchpoint at which a relationship is established between consumer and brand, setting a precedent for their future journey and engagement experience. However, the latest insights from the Hays What Workers Want 2018 research shows that this seemingly simple part of the recruitment process is easy to get wrong and can have far reaching consequences. This is not only with respect to talent attraction, but retention also.

Our research shows that misleading job advert content is one of the most common reasons for employees to leave a job within the first 12 months; 44% of respondents cite it as a reason. Additional information that marketing candidates seek when researching potential employers includes working environment/culture information (sought by 70% of candidates) and product and service information (65%). This is not being provided frequently enough by employers, with only 36% and 37% respectively making it available. This disparity could be addressed through the more effective use of job adverts.

Employers should focus on the below three areas when writing their job adverts:

1. Be transparent

Above all, applicants are looking for transparency when considering a new employer. This means providing accurate information on the role itself, its requirements and the culture of the team and organisation and making this information easily accessible at all stages of the applicant journey. If this is not provided, candidates may either be deterred from applying or be disappointed when they start the job due to unfulfilled expectations. Of the 49% of marketing candidates who have left a job within the first 12 months, 45% stated this was because they didn’t fit in with an organisation’s culture as expected.

2. Give enough detail

Our research shows that candidates are looking for detailed information on the salary, benefits, working hours, and location of the job. According to our research, the top factor for marketing candidates when reviewing a job advert is a description of the role itself, which is important to 78% of marketing professionals. Compensation and benefits come in a close second, with 72% labelling this as important. These are key factors that determine why someone takes a job, and including ambiguous or inaccurate information can be a deterrent. Candidates are likely to be filtering their searches based on these criteria, so getting it right is crucial or your job advert may never be seen.

3. Consistent content

Your job advert may be the first thing an applicant sees, but the content you provide about your organisation needs to be consistent at every touchpoint of the applicant journey. Ensure your recruiters and interviewers are able to talk about all aspects of the job description and advert. You should also consider what is being said about you on employee review sites, and if necessary take steps where these reviews may contradict the image you are portraying through your own channels.

Join one of our events or webinars to find out more about our What Workers Want report, which features detailed insights into how employers can hone their application process to attract top talent.

About this author

Over her last ten years at Hays, Clare has developed a detailed understanding of creative and customer focussed industries and the talent they need to succeed. She is a believer that great behaviour drives the culture of the business and allows the customer experience to be one of the highest quality.


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