Learn how an effective job advert becomes not just a job description, but an inviting story of your company culture that appeals to potential employees. Find out how the right mix of transparent presentation of values, realistic insights into everyday working life and authentic employee stories attracts the perfect candidates. 

Do's and dont's: Designing job vacancies correctly

A job advert is often the first point of contact between potential employees and a company. Like a shop window, it gives a first impression and arouses interest - or not. The essence of an effective job advert is not just to describe a vacancy, but to paint a vivid picture of the company culture and attract the right talent. 

The path from job advertisement to interview - the applicant journey  

Imagine this: A potential employee, let's call him Jonas, scrolls through countless job adverts looking for his next professional challenge. What will make him click on your advert and not the hundred others? It's the way your advert not only describes a position, but tells a story. It should be an invitation to become part of something special. This is where the journey of effectively communicating your company culture and reaching the right candidate like Jonas begins. 

1. Transparent presentation of the corporate culture  
   Back to the potential applicant Jonas. He's not just looking for a job, he's looking for a place that reflects his values and goals. A study by Deloitte emphasises this: 94% of managers and 88% of employees believe that a strong corporate culture is crucial for success. Your advert should therefore paint a clear picture of your company values. Is it a dynamic start-up that values innovation and risk-taking? Or an established company that values stability and many years of experience? These details make the difference for potential employees. 
   
   
2. Offer insights into everyday working life  
   Applicants want to be able to visualise what their day-to-day work will look like. A Gallup study shows that 53% of job seekers attach great importance to work-life balance. So talk about flexible working hours, home office options or other aspects that characterise daily working life in your company. But don't promise anything you can't deliver. 
   
   
3. Clear description of the role and expectations  
   A precise and realistic job description is crucial. It avoids misunderstandings and attracts the right candidates. Our candidate wants to know what skills are required and what challenges await them. A clear description helps them to recognise whether they are the right person for the job.
   
   
4. Involving employees and their stories  
   The true ambassadors of your company culture are your teams. According to LinkedIn, 75% of job seekers value insights from current employees. Share their stories and experiences to paint an authentic picture of your organisation. This can be done through video content, blog articles or by integrating employees into the job advert itself. Make sure that the text and images are authentic and do not appear contrived.
   
   
5. What to avoid  
   Excessive jargon and unrealistic requirements can be off-putting. They could give interested parties the feeling that the advert is more pretence than reality. Simple, clear language and realistic expectations are the key here. 
   
   

An effective job ad is more than just a job description. It's a story that reflects your company culture and appeals to talent. It's about not just filling a position, but starting a relationship based on shared values and goals. 

Sources:
https://www2.deloitte.com/de/de/pages/human-capital/articles/human-capital-trends-deutschland.html 
https://www.gallup.com/de/472028/bericht-zum-engagement-index-deutschland.aspx 
https://business.linkedin.com/content/dam/me/business/de-de/talent-solutions-lodestone/body/pdf/de_de_LTS-Global-Talent-Trends-2022.pdf