Recruitment advertisements are now broadcast on ultra-competitive platforms and face saturation of attention. In this constant flux, it is sometimes complex to highlight the real interest of a position. To write an offer that captures the talents that your company really needs, it is crucial to master both the codes of attractiveness and the legal obligations.
If, at first glance, the exercise seems simple, a few lines of presentation and a list of missions, each word must be weighed.
The objective is twofold: maximize the impact with the best candidates and avoid any discriminatory awkwardness that could seriously harm your brand image.
1. Zero tolerance on discrimination: a legal imperative
The law strictly prohibits the insertion of discriminatory statements. An advertisement must in no case be based on criteria other than professional skills.
Prohibited exclusion criteria:
- Origin, surname or membership (real or supposed) to an ethnic group, nation or race.
- Sex, morals or sexual orientation.
- Age and marital status.
- Pregnancy status or genetic characteristics.
- Political opinions, religious beliefs, union or mutualist activities.
- Physical appearance, state of health or disability.
Legal exception: Mentions aimed at encouraging the hiring of disabled workers (e.g.: “Position open to people recognized as disabled workers” Or “TH priority”) are authorized and recommended. They allow the company to meet its employment obligation (article L. 323-1 of the Labor Code).
Please note: Beyond the legal aspect, a company that creates “bad buzz” on social networks for a discriminatory offer suffers immediate reputational damage which drives away talent in the long term.
2. The structure of a successful ad
For a candidate to be able to project themselves, your ad must be precise and exhaustive. Here are the essential elements:
- The job title: Use a clear title, understandable to everyone and above all attractive. Avoid overly complex internal jargon. This is the trigger for the click.
- The profile sought: Detail the background (training, experiences), technical skills (tools, languages) and soft skills (autonomy, rigor, team spirit).
- The experience: Specify the expected level (beginner, 2-5 years, senior, etc.).
- Description of the missions: Don’t be too general. Detail the daily tasks and actual responsibilities.
- The business context: Present your identity (Startup, SME, Large Group), your culture and your growth prospects.
- Practical information: * Publication date.
- Name of employer (unless anonymous offer).
- Workplace and accessibility (teleworking possible? proximity to transport?).
- Type of contract and duration (CDI, CDD, temporary).
- Remuneration: displaying a salary range is today one of the main click criteria for candidates.
3. Drafting obligations (Toubon Law)
The job offer must comply with the following rules:
- Editing in French: If the job is located in France, the advertisement must be in French. If the job title has no equivalent (ex: Community Manager), a detailed French description must accompany it to avoid any confusion.
- Universality: This obligation applies regardless of the nationality of the employer.
- Posts abroad: Even if the position is based outside France, if the employer is French, the offer must be available in French.
Our advice to make the difference
In a market marked by a shortage of talent in many sectors, editorial work owes nothing to chance. To avoid wasting time during the selection phase, precisely define your expectations in advance. A transparent and human announcement is the key to attracting not “the most” candidates, but “the right” candidates.
