I want to learn more about this position”. After job seekers read your ad they should think “This sounds good. The AIDA model suggest that you should aim for creating a desire for the position. Create the DESIRE to Work for your Company Interest: A balanced combination of a clearly structured layout and relevant, precise information that answer possible questions out of the perspective of the job seeker. What kind of information is relevant for them? For example, where an economist has an eye on the company’s international success, a computer scientist tends to place more emphasis on technology leadership or technical work equipment. It is hereby important to pay close attention to your target audience. In general, you should try to answer the following questions with your job ad: Make sure you only include details that are interesting and relevant. In terms of content, you should include information about the job, its purpose, responsibilities and the team. According to a recent Stepstone eye tracking study, the optimal layout of a job ad should look something like this: Both, layout and content play a crucial role in creating user-friendly and interesting job adverts. The created content should focus on possible questions of the job seeker instead of communicating the interest of your company. While the point Attention of the AIDA model is more concerned with the cognitive level, the following two phases Interest and Desire aim at the emotional level.Īn effective job advert stimulates a certain interest with the following: Philips knows how to grab the attention of readers. Communicating content on platforms that are relevant for specific target audience. Here’s more about how to build a strong employer brand.Īttention: Creating strong visuals that grab candidate’s attention and leave a lasting impression. Creating a career website with a clear corporate design will improve your candidate experience, make you stand out as an employer and leave a lasting impression in the candidates head. According to the AIDA model, an ideal job advert leaves an overall impression by providing an optimal mix of Layout,Ī strong, consistent employer brand is hereby the key to success. When you know where to find your desired audience, it is time to build an effective job ad. Is my job ad designed correctly for the specific platform?.Am I using the right medium and platforms to reach them?.Where can I find my desired target audience?.So, before you start building an attention grabbing job ad, ask yourself the following questions: However, in world where we get constantly bombarded with advertisements, images and videos, grabbing the attention of your desired target audience can be a challenge. The first point of the AIDA model sounds simple enough: The ad must attract a job seeker’s attention. Let’s walk through the process step-by-step! Draw ATTENTION to you Job Ad The AIDA model is an acronym for the following four phases: The AIDA model was developed in 1898 by marketing specialist Elmo Lewis and is as relevant for the marketing industry as it was in the 19th century. Now, let’s get into the AIDA model and its advantages. Provide information about company’s culture and employer brandįollowing those general guideline is a good first step on the journey towards the perfect job ad.Outline your company’s individuality as an employer: What makes you desirable?.An insight on how the application process will look like.Precisely what the job offer is about by using clear job titles.Looking at the flip side, with a job ad you want to communicate the following: none or little information on what you can offer as an employer.too much emphasis on the job and not on the person.boring descriptions of role and ideal candidate.excessive details about the job or area.That’s why, before we dive into how the AIDA model works, we want to have a closer look at the dos and don’ts of job ads. Writing an effective job advert is a more complicated than it looks. The Dos and Don’ts of an effective Job Advert A good job advert, thus, is easy to read and uses simple language while containing all the relevant information about the job itself and the company as a whole. You need to appeal to the readers – and potential future candidates – in an engaging manner. Here’s an explanation of what the AIDA model stands for and how to use it to write effective job ads.ĭeveloping a job advert is similar to other forms of advertising: Your main aim is to sell a product, in this case a job. That is why using marketing strategies, such as the AIDA model, isn’t a bad idea – the only difference being that you aren’t marketing a product but your employer brand. How does an effective job advert look like? Trying to attract talent can be quite a challenge.
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