How AI can help you write quality and effective advertising

In this blog, we’ll look at how AI can help and how to create a brief for AI to make the resulting advert as attractive as possible.

How AI is helping to create job adverts

1. Text generation: the AI can generate text that is grammatically correct and stylistically consistent. Tools such as OpenAI’s GPT-4 can create engaging and easy-to-understand job postings that accurately reflect an employer’s requirements and offerings.
2. Personalisation: the AI can analyse the target audience data and tailor the language and style of the advert to appeal to a specific group of candidates. This means that an ad for a technical position will have a different tone and content than an ad for a creative position.
3. Search Engine Optimization (SEO): AI can help identify keywords that will improve your ad’s visibility on search engines and job portals. This will ensure that the advert is seen by as many potential candidates as possible.
4. Analysis and Improvement: AI-powered tools can analyse the performance of previous adverts and suggest improvements based on which elements worked best. This may include adjustments to the text, structure or even the visual elements of the advert.

Examples of tools using AI to create adverts

1. Textio: Textio is a tool that uses AI to analyze and improve job ads. It provides immediate feedback on how well the advert is performing and suggests specific changes to improve its effectiveness.
2. Job Ad X: Job Ad X uses AI to optimize and distribute job ads. It helps to know where and how to publish your advert to achieve maximum reach and attract relevant candidates.
3. Recruitment AI by HireVue: This tool uses AI to analyse the text of job adverts and suggest improvements to make them more attractive and easier to understand for potential candidates.

How to write a job posting for AI

In order for the AI to create an effective and attractive advert, it is important to provide it with a sufficiently detailed and clear brief. Here are a few steps on how to achieve this:

1. Define the target group: Specify who the ad is for. For example, “We are looking for software developers with at least 3 years of experience in Python programming.”

1. Highlight key benefits: please list the main benefits of working for your company. For example, “We offer flexible working hours, remote working, and training and personal development allowances.”
2. Indicate the skills and qualifications required: Please describe in detail the requirements for candidates. For example, “We require experience in web application development, knowledge of database systems, and the ability to work in a team.”
3. Adjust tone of voice and style: Choose a tone and style that appeals to your target audience. For example, “If you are innovative and passionate about new technologies, we are looking for you!”
4. Optimise for search engines: include relevant keywords to improve your ad’s visibility. For example, “Python developer, software development, web applications.”

TIP: From our experience, we know that AI can draft the first draft of an advert for us, but we are still a long way from having her writing copy as an experienced consultant. Therefore, we recommend to use AI tools only as inspiration and the final version should still be edited by a “live” consultant. This is especially true when placing ads on LinkedIn, which reduces visibility when written in AI-only text.   

Example

The assignment, in order for the AI to generate a really high quality and attractive advertisement for the position of Sales Director, needs to have the following questions answered from the following headings:

• Can you provide me with basic information about your company (history, size, products/services, markets)?

• Where will the Sales Director position be located?

• What are the main responsibilities and tasks of this position?
• What are the daily, weekly and monthly duties?

• What are the short and long term goals for the Sales Director?
• What are the main KPIs (Key Performance Indicators) against which performance will be measured?

• How many people will report directly to the Sales Director?
• What departments or teams will he or she manage?

• What is the minimum education required?
• How many years of experience are needed and in what areas?
• Are there any specific technical skills or certifications required?

• What personality traits and soft skills are most important for this position?
• Is team leadership or project management experience required?

• What sales strategies and processes are you currently using?
• What changes or innovations do you expect from the new Business Director?

• What markets and customers are key for you?
• What are the main challenges and opportunities in these markets?

• Who are your main competitors?
• What are your competitive advantages and weaknesses?

• How would you describe your company culture and values?
• What are your expectations of a new member of management within the company culture?

• What career development and training opportunities do you offer?

• What is the salary range for this position?
• What other benefits and bonuses do you offer?

• What are the main challenges facing the company that the new Sales Director will have to address?

• What is the expected date of entry?
• How will the selection process work and what are the key deadlines?

We believe that the trend of using AI is going in a really good direction. At us at staffing agency, we’ve already “thrown a lot of repetitive activities down the throats” of our AI assistants. So far they are far from perfect, we are still looking at their “fingers”, but they are learning fast and their help is invaluable at a really ridiculous cost.