University of Connecticut University of UC Title Fallback Connecticut

Writing a Job Advertisement

For optimal results, job advertisements and recruitment processes should follow the classic AIDA selling format: Attention, Interest, Desire and Action.

Recruiting Tool

Careful attention should be given to any potentially offensive or discriminatory statements in advertisements. Employment advertisers should also be aware that the Americans with Disabilities Act (ADA) of 1990 have raised additional issues. Wording used in advertising that focuses on the job process rather than job results can be viewed as discriminatory.

Attention:

Attention is to attract attention from job-seekers. It is the headline of the advertisement that draws attention to the job.

Interest:

Interest is to attract interest by establishing relevance in the minds of ideal candidates. The advertisement must portray information in a way that relates closely to how readers think about their positions.

Desire:

Desire is to create desire to pursue the employment opportunity. The ad must be appealing and show the rewards available to the successful candidate.

Action:

Action is to provide clear and concise instructions for response to the ad copy / job posting.

It is important to try not to accomplish too much in the ad copy. It should not be a complete job description.

Be concise and brief
Use short sentences, familiar words, and personal pronouns
Make the ad appealing
Use the present tense
Avoid jargon, abbreviations, and/or acronyms
Market the position and the University as an Employer of Choice

Careful attention should be given to any potentially offensive or discriminatory statements in advertisements. Employment advertisers should also be aware that the Americans with Disabilities Act (ADA) of 1990 have raised additional issues. Wording used in advertising that focuses on the job process rather than job results can be viewed as discriminatory.

For example, instead of stating “A valid CT driver’s license is required for this position,” the ad should read “Travel is required.” Awareness and sensitivity can help to avoid problems. Please contact the ADA Case Manager at (860) 486-2036 or via e-mail at Ryan Bangham if you have any questions regarding ADA workplace accommodations.