Copywriting for Recruitment


Copywriting for Recruitment

Who is this course suitable for?

Members of in-house resourcing teams, plus anyone responsible for writing recruitment copy online.

A quick overview

This workshop is designed to provide delegates with the skills, tools and techniques they need to write online copy for recruitment campaigns which will:

  • Attract better candidates and discourage unsuitable candidates
  • Reduce time-wasting applications and time spent in processing
  • Reduce overall costs and increase the efficiency of your recruitment process
  • Promote your Employer Brand and reputation to engage quality candidates
  • Enable you to compete more effectively in the marketplace

With a strong practical focus, delegates will create two job ads from their own job descriptions which they are invited to work on during the course.

At the end of the workshop, delegates will know how to quickly convert complex (and sometimes dull) job descriptions into highly compelling, targeted and effective online job ads.


Session One
  • Benefits of Better Recruitment Copy
  • What Makes a Good Job Advertisement?
  • The AIDA Model – Essential elements of an advertisement
  • A Suggested Copy Plan
  • Corporate & Cultural Selling points
  • Key Rules – Understanding Legal Implications
Session Two
  • Writing Online Recruitment Ads
  • Key Steps to Writing an Effective Online Recruitment Ad
    • Step 1 – Identify your Target Audience
    • Step 2 – Have a Clear Purpose
    • Step 3 – Plan the Structure
Session Three
    • Step 4 – Create your Content
    • Step 5 – Find your Tone of Voice

Practical Exercises

Write, critique and refine two Job Ads from Job Descriptions provided prior to the course so that we can help with ideas and suggestions.

What will be achieved?

By the end of this workshop delegates will be able to:

  • Understand how to use the AIDA model to prepare job ads
  • Ability to research, plan and write targeted job ads
  • Understand how to extract key elements from a job description
  • How to identify needs of the target audience and search preferences
  • Competency in writing job ads that showcase the employer brand
  • Understand how to adapt language and tone of voice to achieve results
  • Confidence in write highly effective job ads quickly and accurately

What’s included?

  • Pre-Course Preparation
  • Comprehensive Training Manuals
  • Certificates of Completion
  • Training Report (including delegate feedback)
  • Post Course Support
  • Training Review (after 8 weeks)

Ingenium People Trainer – Steve McNally

A graduate of University of London, Steve joined the Graduate Publishing Programme of Thomson International Publishing in 1987.

After two years, he moved to Charles Barker Advertising to commence a 24 year career in Recruitment Marketing & Employer Communications – winning an unparalleled 36 Awards for Excellence (including the CIPD’s inaugural award for Best Diversity Communications).

For details of dates and costs or more information please contact

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