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The Ultimate Guide to Recruitment Advertising How to ensure you get the best ad response every time
Copyright RecruitLoop 2012 First published November 2012 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of RecruitLoop.
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Contents
Part 1 Part 2 Part 3 Part 4 Part 5 Part 6 Part 7 Part 8 Foreword Refining Your Target Audience The Structure of Your Job Ad Grab Their Attention Attracting the Right Candidates Connecting With Your Audience What NOT to Say in Your Job Ad Print vs Online Conclusion Examples of Good and Bad Ads About RecruitLoop
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Foreword
You only get out of something what you put into it . Its an old saying that is particularly true in recruitment advertising. In other words, the calibre and suitability of the candidates you attract to your position will depend on the quality of the job advertisement you write. You may know in your head what your ideal candidate is like, but unless you convey that accurately and convincingly to them, you will never meet them because: they never read your ad or they did read it, but failed to recognise that you were talking to them.
A good job advertisement consists of several equally important elements: a striking headline an inviting strap-line a list of job benefits an informative company overview the profile of the successful candidate must haves - skills and competencies application instructions / closing date
Writing a good job advertisement is not difficult if you follow this structure and really think hard about the qualities and abilities you want your ideal candidate to possess. Hopefully, the information and advice in this eBook will help you to put a whole lot more into your next recruitment ad, with the result that you get a whole lot more out of it, in the form of your ideal candidate.
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Make it easy for them to apply. Rather than requiring them to go to a website or call a number to obtain a job description, give them several easy ways to apply immediately. These can be a phone number, an email address or if it is an online job advertisement, you can even allow them to use their LinkedIn profile as a resume (as many companies are now doing). This will also increase the chances of passive candidates applying, who would otherwise find it all too hard and not bother to go any further.
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Call to action every ad requires a call to action. Once you have sold them on the job, you want them to take action and apply for it. One way to create a sense of urgency is to include an application cut-off date. How to apply as mentioned above, make it as easy as possible to apply, with a single phone number or email address. Disclaimer you may want to include something along the lines of Only those applicants who meet the above criteria will be contacted for interview. If your ad has done its job, you shouldnt need this line, as only qualified candidates will apply. But just in case a few unsuitable candidates manage to slip through the funnel, a statement such as this will relieve you of the task of having to reply personally to each one of them.
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Headline
So how do you get their attention? Well, if its a print or an online ad, as the majority of job ads are these days, then its the headline that must stand out. Its the first thing a candidate sees, so your headline needs to instantly grab their attention. By the same token, it also needs to say exactly what the job is, so you cant afford to be clever at the expense of being clear. Be creative, by all means, but make sure the job role is obvious from your headline. For example, Director of First Impressions is a creative way of saying receptionist and to many would be pretty apparent what the job is. Dream Fulfiller on the other hand does not give any indication to the uninitiated that it is in fact referring to a Financial Services Consultant. A more practical way to get their attention and still ensure the position being advertised is crystal clear, is to use job titles like: Creative Guru (creative writer) Web Wizard (web developer) Office Dynamo (office all-rounder) Sales Ninja (top salesperson).
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However, if your potential candidate is browsing an online job board, then having the job title in the headline is absolutely essential, otherwise your ad will not come up in their search list. While Director of First Impressions may be fine for a print ad, unless you include the word receptionist in the title of an online ad, those candidates searching exclusively for receptionist jobs will miss your ad altogether. Heres a statistic that really brings home the importance of the headline.
Four times as many people read the headline as read the content of your ad.
What does that mean? It means that a lot more people are reading the headline and simply going no further because it doesnt get them in.
Strap-line
After the headline, the handful of words that follow are equally as important. Your headline has made them stop and look and what they read after that will either inspire them to read further or cause them to lose interest and continue browsing. Your strap-line or qualifying sentence, must expand on what your headline says. For example, if the headline is Web Wizard, then the strap-line must reinforce this concept by saying something like Web developer needed to create online magic for a digital design agency.
Benefits
The strap-line should ideally be followed by three bullet points that nail the three biggest benefits of the job. Salary is always a good one to include (if its a good salary, of course) and other benefits might include: Flexible hours; Great team environment; Advancement opportunities; Car included; Chance to work on big accounts; or even Stunning harbour views (trust me this ones worked many times before).
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Performance Profiles
A performance profile is a list of objectives that a candidate would need to achieve in order to be considered successful in the role. Unlike a job description, which lists skills and character traits, a performance profile outlines what the candidate will be expected to accomplish, using those skills and traits. These objectives should be listed in order of priority, so you must first decide on the major objective that your ideal candidate needs to accomplish. If the role is a sales manager, the major objective could be achieving a certain sales figure within a certain time frame, putting together a successful sales team, or sorting out an unsuccessful team. Once you have the prime objective, start to think of the other problems and opportunities the person will face in their first year in the job and list those as objectives to be achieved in order of priority. You should finish up with a list of eight or ten objectives, which define what must be achieved in the role for the candidate to be considered successful. Being able to review candidates with this list in mind will allow you to focus on comparable accomplishments in their backgrounds. This will mean you are far less likely to be distracted by personalities or academic achievements and more likely to choose someone with the potential to actually get the job done. In order to find superior performers, you first need to define superior performance and this is where the performance profile can make such a big difference when constructing your recruitment ad. There are three main ways you can prepare a performance profile: In the manner described above, asking what would the candidate need to do to be considered successful? By looking at high achieving employees in similar roles and asking what do these employees do differently that makes them the best? By converting the requirements on your job description from nouns to verbs (i.e. where it says must have two years experience, asking what would that two years experience look like in terms of performing on the job?).
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If your brand is well known to your target audience, then display it prominently in your ad. And finally, always keep the AIDA formula in mind: ttention. If you dont grab their attention immediately, however good your ad is, it simply wont be read.
Interest. Make your job sound interesting by describing it in terms your target D
esire. Make your job sound desirable by emphasising the many benefits it offers.
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Discrimination
There are a number of forms of discrimination cited in anti-discrimination legislation and those most relevant to recruitment include: Gender-based discrimination - using terms like waitress, admin girl, mailman or salesman in job ads. While gender-based discrimination has declined, with the realisation by most males that a woman can perform a job equally as well (if not better) than a man, there are still a few old-school employers out there who havent yet seen the light. Racial discrimination a recent job ad by a Tasmanian cleaning company asking for No Indians or Asians proves that racial discrimination is alive and well in recruitment advertising. The thing to remember is that, even when the ability to speak a foreign language is vital to a position, the proficiency in the language as opposed to ones country of origin is all that matters. . Age discrimination - mentioning an age requirement or asking for a specific number of years experience are both forms of age discrimination in job advertising. So are using the words young or mature to describe your ideal applicant. Disability discrimination advertising for able-bodied people is a blatant form of discrimination, while requiring applicants for a desk job to have a drivers licence is a more subtle way of discriminating against those with a disability.
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There should never be any reason to discriminate against one group or another in recruitment, because what you are looking for is a particular skill set and the ability to perform a role successfully. Excluding anyone on the basis of their gender, race, age or physical attributes is simply reducing the number of applicants matching your criteria who will apply to your advertisement.
Misrepresentation
While it can be tempting to exaggerate the benefits of a job to attract better candidates, it is not a wise thing to do.
If you employ someone under false pretences, not only do you have a disgruntled employee who will spread dissention among your staff and leave as soon as they can find another job, but they could also accuse you of misrepresenting the job and take legal action against you.
There have been a number of cases where these provisions have been used to establish claims and damages awarded have been significant. At the very least, a bad hire will cost you around three times the candidates salary, so its really not worth exaggerating your job or making promises you cant keep just to attract a better class of applicant.
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Online style
Internet users have a short attention span, with a multitude of distractions just a mouse-click away.
That means they scan, rather than read, so your writing style needs to reflect this. Bullet points are particularly suited to online job ads, as they deliver bite-sized pieces of information that can be absorbed quickly and easily. Short words and short sentences are also recommended for the same reason. The headline must really grab attention online, as ads posted to online job boards are all formatted the same way and all have the same size and style of font. It has been suggested that we read around 25% slower on-screen than when reading printed text, due to the fact that online text is harder to read. We have also been programmed to read to reject, due to the huge volume of information presented to us every day on the internet.
A job advertiser has less than 15 seconds to attract and retain our attention before we will move on. So the job ad really has to work hard to be successful.
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Keywords are also very important when writing online job ads. The primary keyword is the job title and this must appear in the headline when advertising on an online job board, as this will most likely be the word the job seeker uses to search by.
Print style
Unlike on an online job site, where you pay a price to advertise, when you advertise in a newspaper, you will either pay by the word or by the amount of space you use. This means every word must count. You need to keep your style concise and to the point, avoiding the temptation to go into great detail about the job description or waxing lyrical about your company history and vision for the future. But while print requires brevity in your writing style, it also offers more scope for creativity in the design of your job ad, which can be used to create a point of difference and attract a readers attention on a newspaper page full of similar looking ads.
Online vs print
One advantage online job boards have over print advertising is their low cost. One low fee will get your ad listed on a job board, while a print ad is relatively expensive by comparison and costs more the bigger your ad is. Another advantage of online ads is that you are not paying by the line, so your ad can be as wordy as you want it to be. However as weve mentioned above, you should get straight to the point and stay on it, or risk losing your fickle online reader. A further advantage with online ads is the amount of people you can reach. The audience is huge; far greater than the readership of any newspaper. Many online job boards also give you the option of sharing your ad on social media, which exposes it to yet another huge audience of potential candidates. The content can also be easily updated in an online advertisement, so if anything changes about the job, you can quickly update the relevant section. With newspaper ads, once it has gone to print, that is it and any amendments to future appearances will incur a fee.
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One final advantage of online advertising is that you can get an instant response to your ad. If you provide an email address or website contact, potential candidates can have their resumes with you in just minutes, making the review process much faster and easier. With so many advantages to online advertising, why would you bother taking out a print ad? Well, print does offer some advantages over online job boards. For one, thing, it allows you to target very specific audiences, such as through industry magazines that your ideal candidate is likely to read. And, as mentioned previously, you can utilise design features with a print ad to attract attention; something the restrictions of a job board listing wont allow. Overall though, online job advertisements would seem to be the way of the future, as printing becomes more expensive and more printed publications convert to an online format. Which medium you choose will depend largely on the sort of job you are advertising and the type of candidate you are trying to attract.
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Conclusion
Writing a job ad is like writing any other advertisement. Unless the right formula is followed and the correct ingredients are included, it will probably fail to target the audience youre trying to reach or inspire them to apply. In this eBook, we have focused on the primary elements that need to be present for your job ad to have any chance of being successful. First, we have shown you how to filter your candidates through the funnel of your ads structure, so that only those with the ability and drive to get the job done will apply at the other end. Weve emphasised the fact that, as with any advertisement, you need to get noticed or everything else is a waste of time and money. In recruitment ads, you do this through your headline, strap-line and bullet-pointed benefits. Finally, we have also explained the importance of creating a performance profile, which is a vital tool for identifying and communicating who your ideal candidate is; not only through their attributes, but through the actions they will be required to perform. How much of this information you choose to apply in your recruitment advertising is entirely up to you. But if you take just one thing away and its use in your next job ad leads to a good hire, then well be happy. Remember, if you still dont feel confident that you can craft a job advertisement that will bring your ideal candidate to you, RecruitLoop can help you out along the way. Happy advertising!
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The ad speaks directly to the ideal candidate using the word you allowing them to personally identify with the position.
Key responsibilities include: Managing and providing advice on all aspects of projects Mentoring the professional development of team members Business development Developing reports, submissions and proposals Complying with Health and Safety policies and procedures, environment laws, and company policy To be Successful As a Senior Manager, typically you will possess significant experience gained within a consulting practice.You will be a highly capable leader with the ability to demonstrate client-side experience, and possess considerable skill at high level negotiations. You will demonstrate a strong level of competence in environmental impact assessment and environmental management.
Including full contact details as well as an Apply Now button allows potential candidates to respond to the job ad as quickly as possible.
You will have relevant tertiary qualifications in engineering, science or a related discipline.Your strong leadership skills will be evidenced by value added to stakeholder relationships, contract development and exceptional report writing and communication skills. An attractive salary package is on offer. To express your interest in this role please forward your application (Word format) in absolute confidence or for a confidential discussion please call Betty Wynstop on 0412 222 222. Email: Please click the Apply Now button below.
Apply Now
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Clear headline will grab the candidates attention. There is no confusion as to what the role is about.
Separating desired and mandatory requirements helps potential candidates understand the role.
Including an application closing date creates a sense of urgency and will help filter out unsuitable candidates.
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Recruitment Consultant
Contact Centre Specialist Sydney CBD Join an experienced team The APW Group is a global leader in HR solutions with over 5,000 employees and 50 offices globally. Our Sydney Contact Centre recruitment team is definitely one you will want to be part of. They are experts in contact centre recruitment solutions. Working with a combination of new and existing accounts, you will be responsible for facilitating your clients' recruitment needs in the contact centre arena. Previous recruitment industry experience is essential for this position. Your role will be critical in developing and sustaining long-term business relationships with your clients. You will be constantly kept busy in this end to end recruitment role!
A clear description of the requirements for the role will help attract suitable candidates.
This excellent opportunity would suit someone who is: Passionate about delivering results A real "people person" who thrives on working in a fast-paced environment; Mature-minded and has a responsible and caring approach to candidates and clients, giving them 5-star service at all times; Able to build great relationships with your clients and grow your business through "organic growth", new business development and networking. This is an exceptional opportunity to join a high performing team in the heart of the Sydney CBD. In return, you will be rewarded with: A fun and challenging role, that will be oth demanding and rewarding; On-the-job training & support, with established resources in HR, IR, Marketing, OH&S, Legal, Marketing and Operations Teams; Career progression and unparalleled career opportunities, both in Australia and overseas; Excellent salary, bonus structure and employee benefits, including Paid Parental leave and Income Protection. Rather than simply reading about it, experience it! Apply today or for a confidential discussion call our recruitment team on 1300 111 222.
Highlighting a list of benefits will ensure suitable candidates can relate more to the opportunity.
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Careless spelling mistakes, typing mistakes and sloppy formatting make the ad (and therefore the company running the ad) appear unprofessional.
No real company or position overview will put off applicants who may otherwise be suited to such a role.
Background Be highly analytical and numerical with proven ability to be able to provide portfolio analysis reports to management At least 2 years underwriting , broking or claims experience Strong technical knowledge of commercial business packages products and classes Ability to develop and maintain strong broker relationships within local markets Great communication skills To Apple online, please click on the appropriate link below. All applications will be treated with the strictest of confidence.
Careless spelling errors will also put off serious job seekers.
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About RecruitLoop
RecruitLoop gives employers a smarter way to hire through technology and services that slash the cost and time it takes to find new staff. The model consists of two primary components: 1. Recruitment marketplace: A global network of independent recruitment professionals RecruitLoop aggregates a network of independent, professional recruiters who help employers find new staff. This gives employers access to professional recruitment support, with a charging model providing 80% lower cost than a traditional recruitment agency.
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2. Recorded video interview platform: A game-changing innovation in the recruitment process RecruitLoop has developed a technology for recorded video interviews. This is not a live video-capability like Skype, but an automated one that records candidate responses to customised written questions, via their webcam. This innovation removes hours from the screening process, for both employers and recruiters.
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