How to Make Your Job Advert Stand Out

As we enter the height of job advert season, it's crucial to ensure your job postings stand out on Kent-Teach. Between April and June, our platform sees a surge in both active jobseekers and vacancies. To help you create effective adverts, we've analysed our top-performing job postings from the past few years. These insights are based on the number of applicants and the subsequent shortlisting rates. Our case studies include a variety of roles, from teaching assistants to headteachers, with application numbers ranging from 14 (for headteacher positions) to 53 in other vacancy areas with an average of 28 applications per vacancy. Here are some key takeaways to help your adverts shine and attract the best candidates.

1) Keep It Concise

While it might seem challenging, aim to keep your adverts between 200 to 300 words. Key details like the start date, position title, and salary are already included in your advert page, so there's no need to repeat them. Focus on creating an engaging and concise main body.

A concise advert ensures that jobseekers can quickly grasp the essential information without feeling overwhelmed. Remember, the goal is to pique their interest enough to encourage them to apply and learn more about your school through the attached documents.

2) Start with a Strong Strapline

Your advert has just 3-6 seconds to capture a jobseeker's attention. Begin with an attention-grabbing strapline—whether it's a catchy phrase, a rhetorical question, or an insight into the position's availability. Highlight your school values and culture to help candidates resonate with your school.

For example, instead of starting with "We are looking for a dedicated teacher," try something like "Are you ready to inspire the next generation at our innovative school?" This approach immediately engages the reader and sets a positive tone for the rest of the advert.

3) Offer What You Can Provide

Stand out by leading with what your school can offer candidates before listing what you're looking for. This approach has been shown to have a bigger impact on attracting applicants.

Candidates are often looking for more than just a job; they want to know what makes your school unique and what benefits they will receive. Highlight aspects such as professional development opportunities, a supportive work environment, and any unique programs or initiatives your school offers.

4) Highlight Key Qualities

While it's important to state the qualities you're looking for, remember to be concise. Focus on the most important qualities and direct candidates to the attached person specification for more details.

For instance, instead of listing every desirable trait, focus on a few key qualities that are essential for the role. You might say, "We are seeking a passionate and innovative teacher who is committed to fostering a positive learning environment." This gives candidates a clear idea of what type of person you're looking for and the qualities your school values in their staff.

5) Optimise Layout

Use bullet points, headings, bold text and changes in layout to break up text and make key statements stand out. This makes your advert more readable and allows candidates to find information easily.

A well-structured advert is visually appealing and helps candidates quickly identify the most important information. Use bullet points for lists, bold text for key points, and headings to organise different sections of the advert. This approach ensures that your advert is easy to navigate and understand.

6) Consider Your Tone

The tone of your advert can significantly impact its effectiveness. Feedback from student teachers and Early Career Teachers (ECTs) shows that they prefer adverts that are friendly, supportive, and inspiring. Ensure your advert reflects the atmosphere and work environment of your school.

For example, instead of using formal and impersonal language, try to convey warmth and enthusiasm. Phrases like "Join our friendly and dedicated team" or "Be part of our inspiring educational community" can make your advert more appealing to potential candidates.

8) Focus on Qualities Over Qualifications

Adverts that emphasise qualities like caring, inspiring, and enthusiastic tend to attract more applicants than those that focus solely on qualifications. While some roles require specific qualifications, consider if certain qualifications can be obtained on the job for the right candidate.

For example, instead of stating, "Level three teaching assistant qualification required," you could say, "We are looking for a caring, inspiring, and enthusiastic individual who holds (or is willing to obtain) a level three teaching assistant qualification." This approach broadens your candidate pool and emphasises the personal qualities that are important for the role.

By incorporating these tips, you can create job adverts that not only stand out but also attract the best candidates to your school. As always if you need any support in writing your advert, checking the copy or advice on the content please feel free to reach out to the Kent-Teach team, who will be happy to help. Happy recruiting!

We recommend that all our school customers use the Kent-Teach online application form, regardless of the advertising package that you are on. Here are 8 reasons why our online application form will increase the number of applications you receive for your vacancies.