You post a job ad in July. August rolls around and you think, "this is the quiet period anyway." So you leave the ad exactly as it is.

Sound familiar? Most recruiters think this way. The result: in September, everyone jumps into action at once. The September Surge creates a wave of new job ads, and candidates suddenly have far more choice. Anyone who still needs to start adjusting by then is already too late.

So August isn't the moment to sit still. It's the moment to sharpen up your job ads, so that you're the first one candidates see in September.

What is the September Surge?

September is traditionally the busiest hiring month of the year. Not because people only decide to change jobs then, but because that's when they finally make the leap. The summer holidays are over, calendars fill up again, and candidates who had been hesitating finally take the step.

For recruiters, this means: more candidates, but also far more competing job ads. Those who do their homework in August will be the first these candidates see.

Use August to optimize your job ads

A job ad that's been live since July has gathered data in the meantime. That data tells you exactly where the problem lies.

1. Check whether your job ad is getting enough views

Few views? The problem is probably the title. Make sure it matches how candidates actually search. "Accountant" gets more search results than a creative title like "Numbers Ninja".

2. Views but no applications? Work on your copy

Getting visitors but no applications? Then your text isn't convincing. Start with a strong introduction. Avoid empty buzzwords like "dynamic" or "attractive," and instead describe what the job actually looks like in practice.

3. Reassess your job requirements

Are all your requirements still necessary? Ask yourself, for example, whether five years of experience is really a must, or more of a barrier that scares off suitable candidates. Cut what isn't essential.

Make your hiring process watertight too

A good job ad alone isn't enough. Hires that fall through after just a few weeks are something you want to avoid. Use the quieter summer weeks to refine your process:

• Involve multiple people in the interview.
• Define in advance what the role really involves.
• Look not only at skills but also at behavioral traits.

Do that thinking now, test the process, and make sure you're up and running by September.

Don't forget your employer branding

Candidates who look at your job ad will also look into who you are as a company. Use August to:

• Update your "about us" page.
• Give your company's social media pages a refresh.
• Tell a consistent story throughout the entire candidate journey, from job ad to conversation with the hiring manager.

Make sure everyone in your organization carries the same mission and vision.

Adjust now, or watch from the sidelines in September?

September isn't busy because candidates suddenly want to change jobs, but because that's when they make the decision. Whoever is already ready by then with a sharp job ad and a strong process will be the first one they see.

The question isn't whether you should adjust, but when. Will you wait until September and watch the best candidates go to someone else? Or will you use August to get ahead?

What will your strategy be for August?