Today I am going to demonstrate two different ways of posting the same job on the web. The first way is the all too common lazy one where a recruiter simply cuts and pastes the job description and top and tails it with a bit about the client and a response mechanism. The other way is the right way, and that is, instead of cut and pasting it, to take the information from the job description and craft it into a bit of copy that not only flows, but reaches out to potential candidates and really sells the role.

Have a look at the two pieces of copy below. Notice the huge difference between them, both in length of copy and tone? One's a dull and boring list with little or no allure, whilst the other talks to the candidate on a personal basis and tells them exactly what's in it for them. In short, it sells the job rather than just goes through the motions.

HERE'S THE DULL, ALL TOO OFTEN SEEN ON THE WEB, LAZY PIECE.

Technical Advisor
Good salary + car Kent
My client iare looking for a Technical Adviser.The Technical Adviser reports to Technical Support Manager. Member of the Technical Advisory Team, providing technical advice including the accurate calculations relating to the use and loading of glass. Maintenance of the Company’s technical communication database, library and the production of reports and advisory documents, as and when required distribute to key personnel. Regularly communicate technical information to internal and external customers, members of the Sales Team and other staff as required and advise on the implications and alternative possibilities.

KEY RESPONSIBILITIES:

On a daily basis, to deal with technical enquiries relating to the use of glass in buildings from external and internal customers

Develop positive relationships with customers at all levels and become a valuable asset to their day to day operations.

Providing training/presentations in technical matters for external and internal customers to a sufficiently high standard for Architectural practices

On a regular basis, providing technical information to the Sales Department, both internally and externally in order to assist with the support of the customer base

Attend and present at appropriate training courses in informal and formal situations both internally and externally, as requested.

Communicate effectively at all levels, both verbally and in writing

Improve customer service and support to the optimum levels

Using technical information and drawings, ensure technical information supplied results can be applied to current Building Regulations and Standards

Actively contribute to the continuous improvement process and the ongoing development of a Total Quality Management culture by, for example, changing behaviour and identifying and implementing improvements to processes and activities, and encourage others to do the same

Ensure the provision of a safe and secure working environment, in keeping within legal requirements

Any other ad hoc tasks which may be required from time to time.

QUALIFICATION, EXPERIENCE AND KNOWLEDGE

· Graduate calibre

· Scientific/technical/construction/engineering background

· Experience of mechanical or structural design calculations

· Ability to interpret technical drawings and data

· Excellent communications skills, both written and verbal
· Ability to work as a team member within a small busy team
· Excellent IT skills
· The desire to learn and develop knowledge of the use of glass in buildings over the long term
· scientific or architectural or engineering degree.
· 3 years in a similar role in the glass processing, glazing, curtain walling industry or building industry
· Knowledge of relevant Building Regulations, British and European Standards
· Full UK Driving Licence
· Customer service and support experience
· Flexible approach and prepared to travel at short notice

To apply, please contact etc. etc. etc.

HERE'S THE PIECE, WRITTEN FROM THE SAME INFORMATION,
THAT ACTUALLY SELLS THE ROLE

Technical Advisor
£competitive + car + benefits Maidstone, Kent

My client, a global player in industrial manufacturing, is looking for a real self-starter to train as Technical Advisor for their float glass and fabricated glass products.

A key member of their Technical Advisory team, their extensive training will enable you to provide advice to colleagues, as well as customers in the building and construction industries, on all aspects of the use of glass. You’ll also be responsible for maintaining our technical communication database and library and regularly producing reports and advisory documents for key personnel.

On a daily basis you’ll deal with a whole host of technical enquiries relating to the use of glass in buildings and develop positive relationships with customers at all levels. Indeed, you’ll become an invaluable asset to their day-to-day operations. Providing training/presentations in technical matters to a standard high enough for architectural practices is another important part of the role, as is helping the sales team by providing technical information that supports their customer base. In short, you’ll educate and inform and help take customer service and support to their optimum levels.

A graduate with a scientific/ technical/ construction/ engineering background, you already have some experience of a manufacturing business and are familiar with mechanical or structural design calculations. What’s more, you know how to interpret technical drawings and data and are interested in learning and developing knowledge of the use of glass in buildings. It’s a role that involves a lot of travel, so as well as being comfortable meeting customers face-to-face, you’ll need the flair and communication skills it takes to educate them about our products.

To apply for this interesting, varied and challenging role working with one of the industry's major players... etc. etc.

Advertising isn't just about posting up one job. It's about a whole perception of an organisation. And, you only get one chance to make a good first impression! So, from now on, if you don't do so already, why not make sure your job advertising copy really hits the mark rather than coming up short? Remember, a job description is not a sales tool, it's merely a checklist of duties, skills and experience. To truly sell the job, you need to craft the copy, not just go through the motions.