C&M's job advert guide

Here's our indispensable guide to creating a great job advert

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JOB TITLE – Despite the urge to grab attention in your job title, it makes far more sense to keep it simple and generic, so if you're recruiting for a Business Travel Consultant, then your job title should simply be 'Business Travel Consultant'. This is because when a candidate searches for a role, job board algorithms mean the roles which most closely resemble the search term will be featured first. Think about it from a candidate’s perspective - most people will just search for a simple job title, so anything with extra detail (such as 'Business Travel Consultant – South West London' or 'Business Travel Consultant – excellent salary') will feature down the list of search results below adverts with simpler job titles

LOCATION – In complete contrast to your job title, you should be as specific as possible with your location. Candidates are much more likely to search by a postcode, town or city than by a region or county, so never advertise your role as being in the 'South West' or 'North East'. Ideally include the postcode, but if you don't want to specify the exact location, try using the postcode for a nearby train station or coffee shop instead

SALARY – Job adverts that feature a salary are far more likely to grab the attention of job seekers so always include pay levels if you can. If you don't want to include the exact figure then include a salary band, but if you can't mention numbers at all, then highlight another reason for someone to join your company - for instance 'excellent salary and uncapped OTE' or 'competitive salary plus great career growth potential'

JOB TYPE – Specify whether the role is a permanent, temporary or contract position


Job Title - this should be bold and in capitals. For SEO reasons, you will want to repeat the job title around four or five times in your advert. A great way of doing this is to use the headings in bold below.

Description – in lower case, use a couple of sentences to sell your company, briefly detail the role and tell candidates why they should work for you. For instance: 'A fantastic opportunity has arisen to join this established and expanding independent TMC based in wonderful modern offices in the heart of the City. Due to continual growth, we are looking for the best Business Travel Consultants around to join our friendly team and will pay up to £40,000 plus an amazing bonus, benefits and opportunities for career progression.'

Job Title - Responsibilities – i.e. 'Business Travel Consultant - Responsibilities'

  • Using four or five brief bullet points, list the key responsibilities or duties of the role. For instance:
  • Look after a range of high-profile accounts booking their worldwide travel arrangements using Amadeus
  • Deal with enquiries including complex itineraries by phone or email from start to finish including flights, accommodation, car hire, rail etc.
  • Offer the best solution for each customer while optimising profit opportunities
  • Liaise with suppliers and offer a high level of service to clients

Job Title – Required Skills – i.e. 'Business Travel Consultant – Required Skills'

  • Using four or five brief bullet points, list the key skills that are needed in the role. For instance:
  • 5 years' experience working as either a Business Travel Consultant or Senior Business Travel Consultant
  • Knowledge of Galileo or Amadeus is a must
  • Excellent Fares knowledge
  • Strong ticketing experience

Job Title – Additional Information – i.e. 'Business Travel Consultant – Additional Information'

  • Using four or five brief bullet points, list the benefits of working for the company including the salary, perks, bonuses, potential for travel, free car parking etc. For instance:
  • Earn up to £40,000 plus an excellent bonus, benefits, pension and healthcare
  • Free on-site parking and free use of on-site gym
  • Educational trips to long-haul destinations, plus discounted holidays for family members
  • Excellent scope for progression – this is a brilliant time to join this company
  • Work Monday to Friday from 0900 to 1730

Finally, you need to let the reader know how they can apply for the role, so end the job advert with a short sentence stating that if a candidate is interested in the position, they should send their CV to ### or call ###.