Job Ads That Deliver Results (and save money, make hiring managers happy, and make your job easier)
Jun 26, 2015
Job Ads That Deliver Results
(and save money, make hiring managers happy, and make your job easier)
The ultimate disconnect
n Why do so many job ads suck? n What’s going wrong? n How can you fix it?
Let’s take a look
Ugh!
n Too long n A job description – not an ad n Boring!
How do bad job ads happen?
n Lack of time n Legal fears n Lack of knowledge re: what works n Distance – between hiring manager and
job ad creator n Bureaucracy
What exactly is a job ad?
n It’s not a job description! n It’s a sales tool n Designed to generate action n The first step in candidate engagement n A window into the employer
The parts of a job ad
n Headline / job title n Hook n The expansion n Qualifiers / requirements n Employer info n The close
The parts of a job ad
Headline / job title
n Attention-grabbing n On topic n Short
The hook
n Answer the question you asked in the headline
n Paint a picture n Dangle a promise
The expansion
n What would I do in this position? n What are my co-workers like? n What is the company like? n Where is it?
The qualifiers / requirements
n Specific skills or experience n Degrees n Special training or background n You can make it fun, too…
The employer
n Who are you? n What kind of employer are you? n What’s the ‘feel’ of your organization? n Use words to punch through boring
descriptions – make your company ‘come alive’ for the candidate!
DON’T We offer a challenging work environment filled with friendly colleagues and a relaxed atmosphere.
DO
You set your hours. We set the challenge. And when you’re done, we’ll pick up the tab for a week off. Because that’s how we work…and play.
The close
n Reiterate the promise n Reiterate the benefits n Reiterate the hook
A good job ad
Another good job ad
Words matter!
n Active vs. passive n Direct vs. indirect n Speak the language of the candidate n Short is better than long n Get across 2-3 messages – if you try for
more, you’ll fail
Words matter!
n Most read: headline, 1st line, the end n Keywords matter! n Don’t use ‘inside’ language specific to your
company – use words the candidate understands
n Don’t lie
Images matter!
n Images stick in the candidate’s brain n Use your logo n Use photos n Use video
Images matter!
Job ads – the handheld edition
n Your job ads will be read on mobile devices
n Remember – keep it short
n Is your employer site mobile-friendly?
Tracking
n Measure to improve n Track applications n Track qualified applications n Track hires n The more automated, the better
The bottom line
n Job ads are NOT job descriptions n Job ads sell n Job ads ARE your company n Good ads save money, time, and aggravation n Good ads take time
Let’s build some great job ads!
About me
Jeff Dickey-Chasins [email protected] 641-236-0298 www.jobboarddoctor.com I consult with job boards and other
organizations about online recruiting.