What makes a great graduate job ad?
Grant Robson
Graduate job listing pages on our sites receive nearly 1m views every month, but sadly many of these ads are poorly written and don't showcase the opportunities to students effectively.
We've developed this best practice guide to help campus recruiters with the most important aspects of job ad content structure and style. With this guide, you'll be well-equipped to write a job ad that will appeal to the top talent on campus!
Let's dive in!
We'll cover:
How to structure your job ad
We observed how job ad content impacted the millions of graduate job applications across our sites to derive the following best practice guide to maximise job engagement.
Begin with a concise, straightforward job title
Select a job title that accurately represents the position and is both clear and descriptive. Steer clear of jargon, abbreviations, or buzzwords that could bewilder potential candidates. Keep in mind that students may lack the industry knowledge needed to decode an obscure job title. For example, instead of using the title "Business Development Representative," simply opt for "Sales."
Punchy lead in
Compose a brief, captivating one-sentence introduction that showcases the most appealing or distinctive feature of the job.
Keep in mind that you're competing with numerous other job listings, and today's students have a notoriously short attention span. If your opening doesn't capture their interest, they might quickly move on.
Think about what would instantly appeal to the perfect candidate for the role and emphasise the main selling points. If you're struggling to identify a unique or special aspect, focus on the universal appeal of entry-level jobs: getting paid while learning. For example: "Earn $75,000/year and learn from some of the world's best business minds."
Introduce your organisation
Include a brief "About Us" section to inform students about your organisation. Remember, even if you represent a well-known brand, don't assume students are already familiar with what your organisation does.
Write this section using simple and accessible language. Imagine explaining it to your grandma! Avoid using fancy industry jargon, as it could deter some groups of candidates. (Refer to our later tip on the importance of using inclusive language.)
Describe the role
Offer a straightforward summary of the position, highlighting key responsibilities, daily tasks, and the role's overall function within the organisation. Use clear and easy-to-understand language to ensure that students can easily grasp the job's expectations and requirements. If you're having difficulty with the wording, consider dividing the description into two parts:
- Explain the team's purpose and responsibilities.
- Detail the role's specific contributions within the team.
Describe the ideal candidate
Under the "About You" or "Requirements" section, clearly outline the necessary skills, qualifications, and experience for the role. Use precise language and avoid generic or vague descriptions to help candidates understand the expectations.
Consider breaking this section into "must-have" (eligibility requirements) and "nice-to-have" (preferred attributes) categories. Be specific yet realistic when listing qualifications, and only include those that are truly necessary for the role. In addition to educational requirements, remember to mention:
- Any specific visa or citizenship requirements for candidates
- The expected graduation timeframe for applicants
Training, development & rotations
Gen Z places great importance on continuous learning and personal growth. To cater to their preferences, diverge from traditional job listings in this section by emphasising the training, development, and rotation opportunities that drive early career choices. Outline the training programs, mentorship opportunities, any team rotations, and on-the-job learning experiences your organisation offers to attract these candidates.
Salary & benefits
As Gen Z is notably more money-focussed than previous generations, it's crucial for your job listings to highlight salary & benefits to attract top talent. By emphasising perks such as competitive salaries, health insurance, flexible work hours, and professional development opportunities, your job listing becomes more appealing to prospective candidates.
Career progression
Gen Z, known for their ambition, value opportunities for growth and career advancement. In your job listing, outline potential career paths and promotion opportunities, shedding light on what happens after the graduate job or internship program. By providing a clear trajectory, you'll appeal to the aspirations and demonstrate your organisation's commitment to developing young talent.
Work-life balance
Work-life balance plays a crucial role in attracting young candidates. When crafting job listings, it's important to outline typical working hours and highlight additional factors that contribute to a balanced work environment. Emphasising your organisation's commitment to employee well-being showcases a supportive atmosphere for young professionals.
Culture & vibe
To attract Gen Z candidates, it's crucial to showcase your company's mission, values and culture, and share stories of your organisation's positive impact on the community. This will help your ad appeal to candidates who are ready to contribute to your organisation's mission and embody its values.
Including graduate stories, graduate reviews, videos, or day-in-the-life content in your job ads can significantly enhance their appeal to candidates. These materials, known for their high engagement rates, offer tangible examples of your organisation's commitment to employee growth and success. By authentically showcasing your dedication to fostering a supportive work culture, you'll demonstrate that your company truly 'walks the walk,' making your job listings even more attractive to prospective candidates.
How to apply
Clearly outline the application process, including any specific instructions or required documents. End your job listing with a clear call to action, encouraging candidates to apply.
After crafting an exceptional job ad, make it easy for candidates to apply by providing a direct link to your application form. Avoid directing them to a generic careers page and forcing them to search for the relevant job again on your site. This poor user experience could deter Gen Z candidates, who are known for having little patience for such inconveniences.
Style
The way you communicate your job ad is just as important as the information it contains.
Keep it simple and skimmable
Speak in layman’s terms, using simple and accessible language. Make sure your job ad is well-structured and readable. Use dot points, subheadings, and bold or italicised key points wherever possible. Your aim should be to make your job ad skimmable and easy for candidates to find the key points that matter to them. If you make the effort to do this, you’ll be rewarded with deeper engagement from more qualified candidates!
Keep it authentic
Authenticity is key when it comes to writing a job ad that appeals to young candidates. Gen Z values transparency and honesty above all else, so it's important to be honest about the challenges and rewards of the role and avoid exaggerating job responsibilities or benefits. By being authentic, you'll not only attract the right candidates for the job, but also build trust and credibility with your audience.
Keep it inclusive
Use inclusive language and avoid any discriminatory phrases or requirements that could discourage a diverse range of candidates from applying. Avoid gendered language, culturally-specific expressions, and insider language where possible. The current cohort of graduating students is among the most diverse we’ve ever had the pleasure of recruiting. If your mandate is to cast a wide net to attract the best talent, being mindful of biased language is an important aspect of creating a welcoming and inclusive job ad.
There you have it! We've now covered all the most important aspects of job ad content structure and style. You’re now well-equipped to jump in and post a job ad that will appeal to the top talent on campus! We hope you’ve found this guide useful - don’t hesitate to get in touch with any questions, comments or feedback.
