2.2(a) The content

Information for the advertisement will come from the job description and person specification. In display advertisements, the details of the person specification may be summarised along with some company information.

• Applicant should recognize what the job is, especially its basic functions.
• Advertisement should attract & maintain the reader’s interest & present a favourable image of the company.
• It should be clear what the requirements are so that unsuitable applicants will not apply.
• Give facts, not hype.
• Applicants should see the job as an improvement on their present position.

Smaller advertisements will obviously only be able to list a summary of the essential criteria.

You may choose to prepare an information pack to email to interested candidates.

How do you know your ad has been successful?

• It is not necessarily because you have had a huge response, but that the right applicants have applied.
• Is the only role of advertising to attract applicants for a position? No it is also a PR job for the company. It is your name in lights and your image you are projecting.