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Script Writing Best Practices


Creating a script for your video job ad will help you define what you want to share with candidates and organize the information in a way that is easy to follow. Put the following best practices in place and read on to learn how you can create an outline and write your own script.

Start with an outline.

Make a list of everything you want to cover and organize it so your delivery will be clear and easy to follow. This will also ensure that you don’t leave anything important out of your script.

Tell candidates what’s in it for them.

Try to take the focus away from the job responsibilities (what you’ll get from them) and appeal to their interests by highlighting what they will get out of working for you. Put yourself in the candidate’s shoes and think about what would motivate them to apply. Cover benefits, company perks, how this role will make an impact, etc.

Be honest.

Will this person be expected to work nights and weekends? Travel 75% of the year? Even if it’s not glamorous, be transparent. That way you’ll know that candidates who express interest are really up for the challenge. And on the other hand, don’t over-embellish either. Set reasonable expectations so candidates have a clear understanding of your offering.

Make it more than the job ad.

Video is an amazing medium. It can communicate so much more than a text-based job description. So, plan on covering things that are unique to your company, like culture, work environment or team atmosphere, and complement these additions with images or video clips.

Incorporate your employer brand.

Tell candidates what you are known for as an employer. If you don’t have a positioning statement, think of something that makes you stand out from the competition. Outstanding growth opportunities, award winning product team, careers with a social impact, an eco-friendly mindset – this is an opportunity to promote who you are as an employer.

Add a call to action.

Tell candidates exactly what you want them to do. Ask them to review the job requirements and responsibilities and apply. If the requisition is time-sensitive, make sure viewers are aware to encourage prompt responses.

Watch the clock.

When you are writing your script, 150 words will result in about 1 minute of video. Most video job ads range from 1-3 minutes, so it’s important to use this time wisely. Stay on topic and keep it relevant.

Whether you’re recruiting for your company, or for a client, your job ad can cover a range of topics. Just make sure to focus on things that will appeal to your target candidates and entice them to apply. Consider the following topics for your script outline and write down the questions you want to address.

Position Details

  • Can you summarize the responsibilities?
  • How does this position impact the company?
  • What sets your top performer apart from your average incumbent? Why?
  • Is it necessary for candidates to have industry experience for this role? Why or why not?
  • What projects will the successful candidate currently be working on?
  • What type of project should a top candidate have direct experience with?
  • What about this position would compel top candidates to consider it?
  • What makes this role interesting?


  • What problems will this role solve?
  • What opportunities are you aiming to capitalize on?
  • What is the relationship this role has to other lines of business within the organization?
  • How would you measure the success of a person in this position?
  • What are the top three contributions this new hire will make within their first 90 days?
  • How does this role contribute toward the organization’s strategic goals?


  • How would you describe the company culture?
  • What are the “must-have” candidate qualities?
  • What are the “like to have” candidate qualities?
  • Which personality traits have worked out in the past?
  • How important are interpersonal skills?

Team/Career Path

  • What’s the size/structure of your current team and who will your new hire report to?
  • Can you describe the team culture?
  • Will your new hire have any direct reports?
  • What does the career path for this role look like?


  • What’s the salary range for this position?
  • What benefits or perks are offered?
  • Why would I like going into the office every day?
  • What’s the working schedule for this position?

Hiring Process/Timing

  • Is there urgency associated with this position?
  • Who is involved in your hiring process?
  • When do you ideally want your new hire to start?
  • What will the interview process look like for this role?

Once you’ve built your outline, it’s time to put it all together into a script. The tips below will help you get everything down on paper and ready for the spotlight.

First, order your info.

The structure of your script can vary depending on what you want to cover, but here’s an order to consider:


Introduce yourself/your title


Introduce the position


What’s in it for them?


Who are you looking for


Compelling information about your company


Sign off & call to action

Then, set the tone.

Align your script with your company’s communication style by choosing words and phrases carefully. Is it formal and professional? Relaxed and casual? Or somewhere in between?

If you have trouble getting started, pretend you’re talking to a prospective candidate about the position. Talk aloud and you’ll soon hear the words you’ll want to jot down for your script.

Entry-Level Script

Hey there, I’m Janice Willard and I’m so glad I caught you because I really want to show you why Proof Financial is a fantastic place to start your career. Our Financial-Advisors-in-Training start off in an intense program that will not only make sure you’ll sail through your certifications, we’ll give you the tools you need to really find success within this dynamic and exciting industry.

If you want a success story – you’re looking at one. I’ve been a part of this team since 1998 and once I joined I never looked back. I worked hard, but the resources here really gave me a leg up in the industry. So, if you’re looking to get into the financial industry, have a go-getter mentality, and would enjoy a boatload of perks including comprehensive benefits, free parking, free-lunch Fridays and more, take a look at the qualifications below and contact me if you think this opportunity is a match for you.

Urgent Requisition Script

I’m Kevin Russell, VP of Learning Labs USA and we are looking for two Production Assistants. We just launched a new product that is really taking off and we need to get these openings filled fast. So please check out the job details and apply today!

In case you want to know a little bit more about what we do here, we have been creating educational tools for teachers, parents and children for over 30 years, and most of our staff has been with us for well over 10 years. We have a great group of people here, a clean and efficient environment, and the flexible schedules are pretty nice, too.

As you can see, (pan to production floor) we’ve got a great facility here and production is going at full tilt, so take a look at the job description and apply to get your resume in to me as soon as possible. I look forward to hearing from you.

Staffing: Company Confidential

Hi there. My name is Julie Parker with Ridgemont Staffing and I’m here to tell you about an exciting opportunity with my client’s Boston office. They are searching for a Help Desk Support Specialist who has 5 years’ experience resolving technical hardware and software issues for both Mac and PC platforms.

Check out the job ad below for all of the specifics, but I just want to let you know that I’ve been working with this client for about 6 years now and I’ve gotten to know the company culture and work environment pretty well. The people are upbeat, it’s located in a beautiful eco-friendly office space right off the highway and it’s within walking distance to some of the best restaurants in town, FYI.

Now, if you’re thinking of commuting on the train, this company will give you a 50% discount on your T-passes, plus they also have one of the better benefits packages I’ve seen in a while. If you’re up for a new opportunity, all you need to do is take a look at the job description below and apply if you think this will be a good fit. I look forward to hearing from you.