Have you ever seen, come across or, read a job advertisement that is so generic that any person would want to apply for? Wouldn’t be more effective for everyone and especially for the ad to actually be targeted just like your marketing or sales copy?
Admittedly, in order to get best return on your investment dollars, in this case comes in the form of the highest quality of candidates to attract; you must follow the same process as you would with your marketing. There is a well known process acronym called AIDA which marketers and salespeople have long used to attract potential and qualified clients to their products. If you would like more details on how to use AIDA in your marketing please email me at joseph.warda@activebusinesscoach.com and as a subscriber of this blog you will receive this special ebook as a complimentary gift from me to you.
When attempting to put an ad together there are several key elements that go into making a great, targeted, and attractive ad that you must keep in mind or address as you develop and work through the ad. In order to make it easier for the reader, I have generalized and grouped the important points together. These are the very important emoluments that you should adhere to get a successful result.
1) Identify the Position Requirements this has been done as part of the Position Description
2) Identify your target market: WHO is the most suitable candidate for this role? Be very specific though watch out for discriminatory rules. Always check with your local Equal opportunity/Anti-Discrimination Authority.
3) Always include the Intangible Benefits so give reason to WHY they should apply. Never include the pay rate in the ad as a motivator. This gives you the opportunity to negotiate rates based on capabilities. Always pay appropriately.
4) Now identify WHERE you’ll find those most suited for the role and advertise there. For example if you are looking for a highly specialized engineer then you would want to advertise in a trade journal. For less specialized roles, local and daily newspapers, general online or within your organization might be ideal.
5) Give them the WHAT. Ensure that the job clearly highlights Roles, Responsibilities and Personality Types.
6) The role title may be a sub heading which means it will be smaller in size and font.
7) Ensure that your ad has a deadline for receiving applications to indicate Urgency. Include date and time
8) Give clear instruction to HOW they can apply for the role. Ensure that you have a dedicated voice mail where they will call you and answer 4 to 5 simple questions. Some will call then simply hang up. We’ll cover what questions you will ask in that recording in the coming articles
9) Ensure that you have a job reference number especially when advertising in various mediums. This ensures that you can track the performance of the medium to test and measure its success ratio
10) Ensure that the font type is suitable to be read by your target and on the medium. Avoid serif fonts as they are harder to read.
11) At the end of the ad you may wish to put your company name and logo.
You want to write job advertisements based on Roles, Responsibilities and Personality Types and NOT on your business name or job title. Keep this in mind and you’ll have a very successful ad. A successful ad is not that which brings a large number of applicants but rather brings in and attracts the most suitable and highly qualified for the role you want to fill. The job advertisement is your first point of filtration so use it wisely to cull-out those time wasters which clearly fit in the criteria that you are after.
With much love.
Joseph Warda
Active Business Coach
Train, Facilitate, and Grow!
joseph.warda@activebusinesscoach.com
www.activebusinesscoach.com
http://activebusinesscoach.blogspot.com/
Active Business Coach
+61-4-1428 3098
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