When looking over your recruitment advertising strategy, it’s important to consider the content of the adverts that you’re putting out into the world.

In a fast-paced world of online recruitment, you may feel as though you lack the time to sit down and write a spanking new advert for every role your school is hiring for. However, if you notice smaller application numbers than you’re used to, it’s worth going right back to basics and reviewing the quality of your adverts.

These adverts are a reflection of your school and therefore should be perfectly crafted, showing what you have to offer as an employer. You may think that sending the job description out as an advert is fine. However, this isn’t the case.

Failing to recognise the difference between the two can be dangerous because the aim of each is so different. A job advert should entice potential candidates whereas a job description is there to inform candidates.

To help you attract the right applicants to your school, we’re going to explore the differences between a job description and a job advert.

#1 Job adverts sell, job descriptions tell

A job description serves its purpose – to describe exactly what the job entails. It’s there to inform. However, do you think that the small details of the role, such as ‘update SLT on class performance’, are going to make your open position more attractive to prospective candidates?

With a job advert, it’s important to sell the aspects of the role that are going to draw applicants in. Will candidates have the chance to go on any exciting school trips? If so, tell them!

#2 Keep it short & sweet

Job adverts should be short and punchy, briefly summarising the duties that the successful candidate will be doing and provide a general overview of the role.

You should avoid putting your job description on job boards as candidates will be put off by overly long adverts.

#3 Think about your school

Your job adverts should showcase your school. Try to keep your school description as brief as possible – simplify it to a couple of sentences, and focus on the USPs your school offers.

Do you have an excellent range of benefits? Do you have an amazing culture that will make the role more desirable? Shout about it.

#4 Consider who you’re addressing

Most job descriptions are written in the third person. For example, ‘the successful candidate will…’.

In adverts, it’s important to engage candidates and pull them into the advert. Talk in the first person, address them directly. For example, ‘You will…’.

#5 Know your audience

Job descriptions and job adverts are usually viewed in different mediums. Job descriptions are often viewed as a document on a computer, or printed out and read in person.

However, job adverts work completely differently – job seekers have to find your vacancy online by searching and, therefore, keywords are important.

#6 Think about your essential criteria

Job descriptions usually contain long lists of essential points about the role, including lots of skills. 

Many of these points are important but are redundant in an actual job advert, where candidates should be able to assess themselves on experience and knowledge.

Within job adverts, it’s important to keep the essential information as short as possible, rather than a long shopping list that only a fictional perfect candidate will have.