如何写出闪亮的招聘广告 - 中人网

Following last year’s hiring spree in financial services, the employment market in Asia Pacific is cautiously optimistic and the quest for talent is still competitive.

Devising strategies to attract good candidates is important and none more so than posting effective job advertisements. That sounds easy enough, but horror stories of badly framed adverts persistently abound.

开发吸引优质候选人的战略是非常的重要，而最有效的方式莫过于发布一个有效的职位广告。听起来很容易，但现实中，依旧有大量设计拙劣的招聘广告层出不穷。

Whether you are a hiring manager, a HR practitioner or an agency recruiter, the sections below will help you put together a more compelling job ad and increase your recruitment success.

不论是你是招聘经理、HR从业人员，还是中介机构的招聘官，以下的章节将帮助你如何组成一个极具吸引力的职位广告，并增加招聘的成功率。

Job adverts need to catch a candidate’s eye via a title that stands out for all the right reasons. Titles have evolved (and inflated) over the last five years as companies have sought ways to differentiate themselves from their competitors. This gives candidates the impression that they are more highly valued at one firm than another, says Caan Krsztew- Ivanow, partner, financial services, H Capital.

职位广告需要通过职位名称脱颖而出，从而吸引候选人的眼球。职位名称的功能在过去5年逐渐演变成公司区别自己和竞争对手的方式。这给候选人的印象是与其他公司相比，他们在这家公司受到更多的关注并能展现更高的价值。（Caan Krsztew- Ivanow，H Capital的合伙人）

Even though unique job titles are usually created by employers themselves, recruitment agencies should be cautious of using titles which are too abstract as this can baffle job seekers. Krsztew-Ivanow comments: “All these different titles may not be very constructive for the firms either, because candidates who apply may have been misled about what the role is about.”

尽管独特的职位职位名称通常由雇主自己所创造，招聘中介需要谨慎使用职位职位名称，以免出现过于抽象职位名称，反而成为影响求职者判断的障碍。Caan Krsztew- Ivanow分析：“所有这些不同的职位名称同样不太可能会为企业带来太大的建设性作用，因为候选人在申请这个职位时，或许会被职位名称所误导，以致错误理解这个职位。

Commonly used descriptions for a position will get a higher hit rate than new and grand sounding titles, which mean little to anyone other than those who invented them. Nonetheless, in Asia especially, an important consideration is the associated prestige perceived in a title. Matthew Hill, managing director of Ambition, says: “People in Asia are fairly concerned about their job title, if it’s seen as ‘less’ than where they are right now, they may not apply, so firms have to be conscious about this.”

一般来说，职位的描述比起新颖的职位名称要更具备吸引力，这代表除了设计职位名称的人以外，这对其他人没有太大的影响。但是，在亚洲地区却有所不同，一个很重要的观念是能从职位名称中体现个人的威望和声誉。Matthew Hill，Ambition的总经理说：“亚洲人很在意他们的职位名称，如果这个职位名称看起来比他们当前的职位要低的话，他们有可能不会申请，所以企业必须认真考虑这个问题”

Broadly speaking, recruiters say job descriptions are not comprehensive enough. Hill regularly sees JDs which simply mention the duties of a role and nothing else. These come off as bland and boring.

总得来讲，招聘官总觉得职位描述不够详细。Hill一般看到的职位描述只是简单说明了日常的工作内容及角色就了事。这样未免让人感觉乏味和无吸引力。

He says: “Candidates have a lot of options right now so job adverts have to excite. They should talk about what joining the company means for the candidate. Where is this company going? What has its performance been like? What have bonuses been like?”

他说：“候选人当前拥有很多选择，所以职位广告必须要让他们感到兴奋。职位广告中应该体现出加入这家公司对候选人意味着什么。这家公司的发展方向是什么？公司的一贯表现如何？公司的福利奖励如何？

It’s important to tailor the JD to the specific target audience, stresses Hill. If it’s a graduatelevel job, the JD must hit the sweet spot with these candidates. It could mention lifestyle factors, the firm’s corporate responsibilities, and training programmes. An advert which is too detailed for junior candidates will get a limited response, adds Krsztew-Ivanow.

Krsztew-Ivanow分析，针对特定的招聘目标调整职位描述是非常重要的，如果这是一个应届毕业生水平的的工作，那么职位描述必须瞄准这些候选人最关注的地方。例如：可以提到生活态度、企业的社会责任与文化、培训计划等。如果一个针对初入社会的求职者的职位广告写得过于详细的话，那么其能得到的效果会受到限制。

George McFerran, head of Asia Pacific for eFinancialCareers, say firms should make a clear distinction between internal job descriptions (which typically set out the role’s requirements in a sterile fashion) and job advertisements, which should ideally be lively and impactful. Saying the position is a “level-six role” or riddling an advert with internal jargon means nothing to external job seekers.

Asia Pacific的负责人George McFerran，认为企业应该有一个区别内部招聘的职位描述（通常会直接阐述职位的要求）和对外招聘的职位广告的详细说明（应该更为生动、有创意并且有影响力）。例如将该职位定义成“Level-six“（资深级别）或者在职位描述上加一个内部标记，表示这个职位是不接受外部求职者的申请。

A balance needs to be struck, advises McFerran. Adverts should have enough detail to be interesting but not so laden with description that they bore the target audience. The manner in which the advertisement is presented also matters. As they say, the medium is the message. McFerran suggests an easily readable format. Multiple paragraphs, bullet points, clear segmentation and bold headers are all easier on the reader than a chunky 400-word piece of text.

McFerran建议在职位描述上要保持平衡。广告应该具备足够的详细说明同时也应该充满趣味，不要超负荷堆砌着过多的职位描述，以免让目标候选人丧失兴趣和吸引力。职位广告的表现形式往往也很重要。正如大家所说的，媒介即信息。McFerran建议采用简单、清晰易读的格式。相比一篇排的密密麻麻的400字的段落，多重段落，强调重点，清晰的段落分割点，重点突出标题能更加有助于读者看懂。

The devil’s in the detail, agrees Krsztew-Ivanow. Some of the multiple sins he’s seen include poor spelling, different font sizes and no application email address. Such sloppiness is not only reflective of the firm, it also puts off potential applicants because of the lack of attention to detail.

Krsztew-Ivanow很认同“成败常在于细节“这个说法。他所见过的一些错误包括：错误的语法和错别字，不同大小的字体，以及无效的简历投递地址。这些被忽视了的细节不仅仅有损企业的公众形象，也同样对潜在候选人造成负面的影响。

One of the most common complaints by candidates about job postings is that many appear to have been written by people who have no understanding of the role. Sometimes copy is hastily lifted wholesale from the company website or job spec. This usually comes about when the writing of adverts is delegated to junior staff members instead of experienced line managers who understand the organisation and the job inside out.

来自候选人最常见的关于职位广告的抱怨之一，是很多职位职位广告看起来是由一个根本就不了解该职位的门外汉所写。有时是仓促地批量从公司网站或者职位说明上复制粘贴上去。出现这种情况的原因是因为写职位广告的工作往往被托付给初级的HR，而不是了解组织以及工作职责的资深的部门经理。

Hill recalls a particularly embarrassing advert where a rival recruitment firm forgot to exclude
the name of the organisation, even though it was a confidential briefing and the incumbent
was about to be replaced.

Hill回忆起一个特别让人感到尴尬的招聘广告，一个和他有竞争关系的猎头公司，在帮客户发布招聘广告时忘记删去客户公司名称，即使这是一个机密的通告，表示这个职位的现任已经准备被辞退。

Krsztew-Ivanow says stamping the brand on an advert is ideal when a firm is going through a major expansion. However, the converse also holds true. “They should not use branding after a period when the firm has made redundancies or restructured. If boutique financial houses want to be recognised in the market place, they ought to use their company name every time.”

Krsztew-Ivanow认为在招聘广告上印上公司的品牌Logo，对于一个正处于扩张的公司来说是非常有利的帮助。但是，相反的观念也有它的道理。“公司在裁员或者重组后的一段时期内是不应该这样做的。如果专业的金融公司希望在市场上获得承认，那他们应该在任何情况下都要亮出他们公司的名字。”

Hill reckons using the company logo in an advert is often a good idea. Anecdotally, he sees firms with brands getting about 20 per cent more responses than those without. “I think some candidates may feel that advertisements without brands may not be the real deal. Whereas when candidates see the brand name, it draws them and they can get excited about the brand.”

Hill觉得在招聘广告上使用公司的Logo通常都会取得不错的效果。大多时候，他看到那些印上Logo的公司所得到的求职反馈要比其他公司要得到多出将近20%。“我认为有些候选人可能觉得印上Logo的招聘广告要更具备真实性。每当候选人看见公司Logo,会被这个品牌所影响并感到兴奋。“

The advent of online applications may have widened the pool of potential candidates, but it has also increased the probability of getting greater numbers of inappropriate and ineligible applicants. Putting caveats in a job posting can be a double-edged sword. Krsztew-Ivanow sees them as being “essential” in preventing an avalanche of undesired candidates from applying.

On the other hand, having rigid specs can backfire if they are too exclusionary. For instance, when years of experience are on a JD, the employer may miss out on a superstar candidate who hasn’t quite got enough years under her belt. “The advertisement should talk more about skills, experience, types of exposure. Someone working in a fast-track organization with eight years of experience, for instance, may have had more exposure than another candidate with 10 years of experience,” says Hill.

在线的广告也许会增加潜在候选人的数量，但往往也增加了不合适/不符合资格的求职者的数量。在招聘广告中增加附加说明是一把双刃剑。Krsztew-Ivanow把这当做是一种阻挡蜂拥而至的非目标求职者的必不可少的工具。另一方面，如果附加说明的内容含有过多的排斥性，那么有可能会产生相反的效果。例如，当招聘广告中强调工作经验和工作年限，那么雇主很有可能会错过一些不符合此项条件但非常优秀的“明星雇员“。招聘广告应该更多的谈及技术、经验、能力、表现的方式。比方说，一个在快速发展的企业里有8年工作经验的人，比起在普通公司有10年工作经验的候选人要更为合适。

Money will always be one of the biggest considerations for most candidates and excluding a guide on salary in an advert will certainly result in fewer applications. Krsztew-Ivanow thinks there should at least be an indication of compensation and benefits in the advert. He says:“Due to job titles now being larger than life, the salary band will offer candidates an idea of
how senior the role really is.”

大多数候选人把金钱看做是求职中最大的考虑因素之一，一个没有提及到薪酬的招聘广告无法吸引到更多的求职者。Krsztew-Ivanow认为招聘广告中至少要提及到福利待遇。他说：“现今人们把职位名衔看的很重，一个职位的薪酬水准将给求职者最直接的印象，这个职位是否真的像其标题描述得那么资深呢？“

However, others like Hill, say the package should not be mentioned because candidates will expect to be awarded the high-end of the salary scale and will be disappointed if they are not.

然后，也有不少人像Hill一样对此抱有其他看法，薪酬福利并不应该被提及到，因为有些候选人会抱有过高的期望以为自己能达到公司所给出的薪酬范围的最高点，如果他们无法得到将会非常失望。

Other recruiters add that there are always ways to give a nod to salary levels despite the sensitivity of the issue. This can be done by touching on other elements of a reward package, such as a reference to the potential to earn a ‘generous’ bonus or ‘exceptional’ benefits, all of which send a positive message about remuneration policy.

很多招聘官表示他们也在找寻一种既能展示薪酬的方式，又能不触及敏感的因素。建议可以通过提及奖金组合来吸引求职者，例如在招聘广告中显示有潜在的机会能得到“丰厚“的奖金和”超出预期的“津贴等，这些都能向候选人传递公司的薪酬政策的积极信息。

In summary, Krsztew-Ivanow says: “The better the advert is structured, the better the quality of the candidate because good candidates will thoroughly take in all the information supplied before coming to a decision on whether to apply or not.”

总的来说，Krsztew-Ivanow认为：“招聘广告是有逻辑性和结构性越强，吸引到的候选人质量越高。因为好的候选人会在求职前，仔细研究并分析招聘广告中所提供的所有信息，最终才会决定是否申请这个职位。“