Job advertisements remain a key element of successful recruitment. Artificial intelligence (AI) can be used to make job advertisements more target group-oriented and effective.
Demographic change is presenting companies in Germany and Europe with major challenges: The population is shrinking and ageing, while competition for qualified workers and specialists continues to increase. This makes it all the more important to address potential candidates in a targeted and motivating manner. Job advertisements continue to play a central role here.
Modern job advertisements should do more than just communicate technical requirements – they must also appeal to the personality and expectations of the target group. Artificial intelligence (AI) makes it possible to make more targeted use of this potential. In order to give the North Rhine-Westphalian mechanical and plant engineering industry a practical insight into these opportunities, ProduktionNRW organized a virtual exchange of experiences on 25 February 2025.
Highlighting personality and expertise in a targeted manner
Andrea Veerkamp-Walz, consultant for HR and innovation management at VDMA, showed how AI technologies can be used to optimize job advertisements. Using the example of a job advertisement for service technicians in the field of automation, she demonstrated how AI supports the creation process. It is particularly important to address the target group in a way that takes into account both the essential requirements and the personal characteristics and expectations of potential applicants.
Another key point is the clear and appealing communication of tasks, requirements and benefits. Emotional appeal and practical presentation help to arouse the interest of applicants and motivate them to apply – aspects that can be cleverly supplemented by AI. The consideration of specific target groups, such as people with a migration background, was also addressed.
AI has numerous advantages when creating job advertisements:
- AI can significantly speed up the process of creating and revising job advertisements.
- AI helps to better tailor job advertisements to the desired target group.
- AI provides optimized formulations and structures to improve ad texts.
- AI can respond to specific requirements and wishes of the target group that are to be formulated in the prompt, thus enabling an even more precise approach.
Exchange of experience and discussion
Various practical issues were then discussed. These included the targeted use of the “you” form for young applicants, the relationship between the company presentation and the focus on the actual job and the use of WhatsApp as a communication channel. The strategic presentation of company benefits was also discussed.
The event made it clear that the integration of AI into the recruitment process opens up new opportunities to make job advertisements more efficient, more individual and more appealing. This not only enables companies to act more efficiently, but also gives them a better chance of attracting the attention of the desired target group.
Organizer
The event is organized by ProduktionNRW. ProduktionNRW is the cluster for mechanical engineering and production technology in North Rhine-Westphalia and is organized by VDMA NRW. ProduktionNRW sees itself as a platform for networking, informing and marketing companies, institutions and networks with each other and along the value chain. Significant parts of the services provided by ProduktionNRW are funded by the Ministry of Economic Affairs, Industry, Climate Protection and Energy of the State of North Rhine-Westphalia.