March 6, 2023

This week’s blog is inspired by our great-return guru Joe Slavin’s LinkedIn musings

It’s the success story that illuminated lockdown. Your mate's dad, stuck inside with an alarming amount of time for self-reflection, assessed his life and made a significant career shift. Isn’t that inspiring? What a guy! He took charge of his destiny, put in the work, and reaped the rewards! On an individual level, this works - we celebrate your mate’s Dad’s entrepreneurial valour - but when 611,000 people contemplate this switch, a problem and a gap in the enduring workforce emerges. 

With Millennials getting kicked out of their houses so their landlord can raise the rent and Gen Z simply seeking employment where they’re treated ethically -  it’s the older generation in their 50s and 60s who were able to follow this lockdown dream and make the drop out of regular employment during lockdown. 

The loss of this generational knowledge was severe and intense.

This exodus of older workers has backed inflation and a tight labour market. In response, the UK government is launching a series of measures to entice older workers back into the workplace. Midlife MOTs, Returnship, and reversible mentoring plans are all being discussed, but what are you doing to ensure your job ads are enticing enough for these workers as they slowly re-integrate, or do you use a blanket approach with unoptimised and consciously biassed Job Ads?

In fact, what are you doing to ensure your job ad is enticing to all?

Your Answer

If you’re thinking, ‘what do I need to do’ then read on. Your answer is to jump in with Optimal’s solution! Our Saas solution is powered by AI and tackles DE&I, SEO and structural issues with a simple press of a button.

Here’s how optimising your job ads is beneficial across six major touchpoints:


  • Good content can make or break the success of placing new employees in a business
  • A fierce sense of morality drives Gen Z’s drive to apply for roles, so it’s important to communicate this in your ad
  • To attract a diverse and inclusive level of applicants, you must include everyone and be sure you use inclusive language


  • Automation allows our AI to do the hard work for you
  • No more skimming for spelling, punctuation, and grammar
  • Ensure your job ad is original enough to be indexed on google and all of the search engines

Engagement & Readability

  • Create job ads that are easy to understand that entice the applicant whilst not excluding candidates due to gender, ethnicity, ageism, sexual orientation or accessibility
  • Avoid the wrong wording, length or physical form on the screen, and don’t discourage the perfect candidate

D&I and Inclusivity

  • A legal requirement in the UK - you can’t set a profile for your ideal employee using any of the protected characteristics unless you can actively prove there is a genuine business need
  • The Equality Act also protects against Indirect Discrimination, such as all applicants to a job being male or asking for an unobtainable level of experience for younger potential employees (i.e. 10+ years)

EVP: Employer Brand Proposition

  • First impressions are critical in a candidate-driven market with record-high candidate vacancies
  • If your EVP is evident in your job ad, your company’s message is consistent, attracting the best candidate and placing you a step ahead in engaging and retaining top talent

SEO: Search Engine Optimisation

  • Including the correct keywords and a firm SEO strategy will widen the net in client attraction
  • Keywords are scanned for by the major search engines, allowing them to index your content and rank its position in their returned search results

Optimal’s solution

Work with us at Optimal, and your response rate for open positions will soar by a minimum of 24%. Let our AI choose the most readable parts of your job ads to display. You’ll save the precious time you would have spent combing through old or plagiarised job ads to ensure you’re conveying the correct image in the new world of attracting suitable and diverse candidates. No longer will applicants be put off by the vacancy or how it’s been advertised. Optimise once and post in multiple places - your new ad is in a downloadable, editable form to drop into whichever job board or multi-poster you like!

We are also integrated with Bullhorn and Salesforce. We ensure your ad is Diversity & Inclusion compliant, meaning you’ll be the top choice commercially and win business over other, less enlightened competitors.

Ready to join forces? Why not book your demo today and get started with Get-Optimal?