Writing and reading job advertisements correctly: Intersection of applicants and companies

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Job advertisements are always read from two perspectives: the company and the applicant perspective. Since this text form represents the interface between the two groups, it must be correctly written as well as read correctly. (c) Florian Klauer via Unsplash

Here writes for you:


Florian Schardt AZUBIYO_Florian Schardt_Gründer und GeschäftsführerFlorian Schardt is the founder and managing director of AZUBIYO GmbH.


The 2 sides of a job advertisement

Job advertisements always have two sides: Companies summarize in them all requirements for the applicant and show what they have to offer as employers; with the aim of winning the right candidate.

Applicants are given an important insight into the company, which makes it easier for them to find themselves as the most attractive employer.

Intersection of applicants and companies

At the same time, the job vacancy allows the applicant to compare his / her personal qualifications and strengths with the job advertised and thus to find the right job. This is because, depending on the company, completely different job profiles and working conditions can be hidden behind one and the same job description.

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The job advertisement is thus used to determine the greatest possible intersection between the applicant and the employer, so that in the ideal case the appropriate counterparts can be found at the end. For this reason, it is essential for companies like Jobuchende to be able to write and read jobs correctly.

1. The job advertisement from the company's point of view

Job posting is one of the most important pivot points in a company's apprentice marketing. An appealing job display is always clicked - even if you provide additional pictures and videos to pupils. Surprisingly, this is not so much the effect as the content - information content and authenticity are the most important. In order to keep all important content on a small scale, the classic W-questions are the first orientation:

  • Who are we and what do we offer?
  • Who are we looking for?
  • What do we expect?
  • How to apply?

Content is king

First of all, it is important that the job ad is visually appealing and clearly arranged. That means it takes a meaningful combination of body text and bullet points. Job advertisements with mostly continuous text and no paragraphs are very difficult to read. The content of the text must be meaningful, with attractive descriptions of the company (values, philosophy ...) and the training content.

Because not only professionals, but also schoolchildren want to read information about salary, further training opportunities or possible incentives. And a personal address appeals to students better than a form of address too formal: "You just graduated from high school?" is better than "We expect a high school diploma". Specific information on training should also be mentioned: How high is the remuneration or what is the chances of being taken on after the training?

The 6 most common mistakes to avoid

  1. too much flow text
  2. place too high demands on the applicant
  3. Use of internal terminology
  4. incorrectly chosen titles - for example without the term “training”
  5. Too short job advertisements - that is not meaningful and seems uninteresting
  6. Company services and services for the employee

2. The job advertisement from applicant view

After a company publishes the job advertisement, “work” begins for all job seekers - there are also a few things to consider when reading a job advertisement. Young applicants in particular are quickly overwhelmed with the compressed information and requirements.

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This is because companies always describe their wish candidates and qualification profiles are quickly utopian. So, if you have a real interest in the company and the company, you should not be deterred by the requirements in the job posting.

The difference between “must” and “can”

The most important point in advance: No candidate has to fit 100 percent on the criteria mentioned! An example: Soft skills are often very subjective and can be learned and improved quickly in everyday work. Therefore applicants should differentiate between important and unimportant requirements. This works if you are aware of the "must and can criteria":

“Must criteria”

They are compulsory for an appointment, applicants should bring these requirements in any case. This usually includes graduation or professional skills. They are often described as follows:

Got to

“Can Criteria”

They are desires that companies make to their potential candidates. These are requirements that are beneficial to the position but do not necessarily have to exist, such as practical experience. Applicants recognize “optional criteria” for example by the following formulations:

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Ultimately, it is important for applicants to realistically compare their strengths and abilities with the claims listed in the job advertisement. Anyone who meets the must-have requirements and in addition has one or the other optional criterion, should definitely use one Casting try.

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