Recruiting adverts are a decisive lever in the competition for the best talent. Many companies rely on traditional methods, but only a few utilise the real secrets that their competitors have long known. With targeted recruitment adverts, you not only reach more applicants, but also the right candidates. In this article, we show you how to optimise your ads so that they really stand out and convince.
Why recruitment adverts are so important
Recruiting adverts are the figurehead of your company. They decide whether potential applicants are even interested in your job. Many companies formulate their adverts too generically. As a result, they get lost in the crowd. However, it is often just a small difference that significantly increases the number of applicants.
A practical example: For months, a company in the IT sector had hardly any applications for a developer position. After revising the recruitment adverts with clear tasks and a modern tone, the number of applications tripled within two weeks.
In the healthcare sector, too, it is clear that those who tailor their recruitment adverts to the needs of their target group reach more qualified applicants. A hospital that aligned its adverts with the values of its employees was able to recruit suitable nursing staff more quickly.
Another example: A craft business that added photos and short videos to its adverts received significantly more feedback from young applicants. The visual presentation made the job more attractive.
Recruiting adverts: The five secrets of your competitors
1. clear and precise job titles
A meaningful job title is crucial. Many companies use internal designations that are incomprehensible to applicants. It is better to choose common and standard titles. This way, your advert will be found by more candidates.
An example: Instead of „Digital Marketing Transformation Specialist“, the title should be „Online Marketing Manager (m/f/d)“. This increases visibility and applicant activity.
It is also evident in customer service: Writing „customer service employee (m/f/d)“ instead of „superhero in customer service (m/f/d)“ reaches more applicants. Search engine optimisation plays a major role here.
Another example: A logistics company used the title „Logistics Coordinator (m/f/d)“ instead of „Logistics Ninja“. The number of applications increased significantly.
2. target group-orientated language
The language of your recruitment adverts should match the target group. Avoid unnecessary jargon and abbreviations. The advert must be easy to understand for everyone.
An example: A company from the financial sector wrote its adverts in a friendly and approachable tone. Applications from young career starters increased significantly.
It has also been shown in the skilled trades sector that those who formulate their adverts in clear and motivating language reach more applicants. A company that focussed its advertisements on the values of its employees was able to attract suitable skilled workers more quickly.
Another example: A company from the catering industry used a relaxed and humorous tone in its advertisements. Applications from young applicants increased significantly.
3. visual preparation
Images and videos make your recruitment adverts more attractive. They show the working environment and corporate culture. This increases visibility and applicant activity.
An example: A company from the IT sector added photos and short videos to its adverts. The number of applications increased significantly.
In the healthcare sector, too, it has been shown that those who add photos and videos to their adverts reach more applicants. A hospital that added photos and videos to its adverts was able to attract suitable nursing staff more quickly.
Another example: A craft business that added photos and short videos to its adverts received significantly more feedback from young applicants. The visual presentation made the job more attractive.
4. optimisation for search engines
Optimising your recruitment ads for search engines is crucial. Use keywords that your target group frequently searches for. This increases visibility and applicant activity.
An example: A logistics company used keywords such as „logistics coordinator (m/f/d)“ and „logistics jobs“. The number of applications increased significantly.
Customer service also shows that those who use keywords such as „customer service employee (m/f/d)“ and „customer service jobs“ reach more applicants. Search engine optimisation plays a major role here.
Another example: A company from the IT sector used keywords such as „online marketing manager (m/f/d)“ and „online marketing jobs“. The number of applications increased significantly.
5 Unique corporate culture
Show your corporate culture in your recruitment adverts. This will make your advert unique and distinguishable from others in your industry.
An example: A company from the financial sector showed the values and working atmosphere in its adverts. Applications from young career starters increased significantly.
In the skilled trades sector, too, it is clear that those who align their adverts with the values of their employees reach more applicants. A company that focussed its advertisements on the values of its employees was able to attract suitable skilled workers more quickly.
Another example: A company from the catering industry showed the working atmosphere and values in its advertisements. Applications from young applicants increased significantly.
BEST PRACTICE with one customer (name hidden due to NDA contract) For months, a medium-sized company in the logistics sector had hardly any applications for a logistics coordinator position. After revising the recruitment adverts with clear tasks, a modern tone and the inclusion of photos and videos, the number of applications tripled within two weeks. The new ad was also optimised for search engines and used keywords that the target group frequently searches for. This enabled the company to recruit suitable specialists more quickly and fill the vacancy.
My analysis
Recruiting adverts are a decisive lever in the competition for the best talent. If you formulate your adverts clearly, precisely and in line with your target group, you will reach more applicants. Optimisation for search engines and the inclusion of photos and videos increase visibility and applicant activity. Show your corporate culture and make your advert unique. With these secrets, you can optimise your recruitment ads so that they really stand out and convince.
Further links from the text above:
5 effective recruiting strategies you need to know
SEO for job adverts: Easier than you think
5 tips for effective recruiting
SEO in recruiting: optimise your job ads
Social media recruiting: advantages, tips & best practices
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