What are you trying to achieve?
1. Sell the vacancy:
Your advert should contain persuasive reasons why the reader should apply for this job. You need to make the proposition as attractive as possible without misleading the audience about the actual nature of the job. You are competing with other organisations in the same media for the same people.
2. Attract suitable candidates:
Exclude those people who are not appropriate, either by experience or qualifications. However you must not discriminate on the grounds of age, disability, ethnic background, religious belief, gender or sexual orientation.
For example: "A full driving licence and access to a vehicle is essential" may be discriminatory if reasonable adjustments could be made. A disabled applicant could have a buddy driver (arranged by Access to Work) and so, it may be better to say, "Applicants must be able to demonstrate the ability to travel between sites".
3. Enhance the public image of the organisation:
Promote an image of your department/unit as the employer of choice. Some people who read the advertisement will not be interested in the specific vacancy, but the image that your advert promotes, through style, copy and typography, could well stay with them. If the advert looks bad or reads poorly then the reader may draw the obvious conclusion.
If you are unable to find what you are looking for in these pages please email firstname.lastname@example.org or call on 01392 383415.