How To Write a Good Recruitment Ad

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I may be dating myself, but when I first started recruiting, it was different! I’d call the local newspaper, tell them what I was looking for and they would post it. The post read something like this, “Local Business looking for an employee who has the following…apply today.” The applicants came in and I’d hire someone. How times have changed! Now, when you are working to secure good people, you hardly talk about what you need. Instead, you focus on what you can do for the employee!

I have an obvious predisposition to using radio and digital tactics. That being said, no matter what medium you choose to promote, you have to sell your position. So here are a few things I’ve learned along the way.

  1. Pay! For some companies this is an uncomfortable topic. Many people will consider another job if the pay is better. Tell them what you’ll pay and they might think about coming to work for you. If you can’t give a specific rate, consider a range.
  2. Benefits! Most candidates expect to receive benefits from the company they work for. (Whether that’s fair or not is a topic for another blog.) It’s standard to provide health insurance. Talk about the benefits you offer that are special and unique. One company I worked with paid 100% of the employee’s health care benefit! One provided health care benefits for pets! Another company paid 100% of the employee’s membership in a health club. My personal favorite, a company that gave employees two days a month to donate time to their community. Share those stories. They make you special and unique – and give an indication of your company culture.
  3. What makes you special? That’s a hard one for many employers to answer. The standard answer I often hear is, “The people are nice here.” While that’s great and I’m sure they are, this would not be a reason most people will leave their job (especially if the pay is lower – see number one above). Think about your company. Talk to the people that work with you. Ask them what they love about their work and the company. It can take some work but most businesses have a nugget. For one of the businesses who I worked with, it was the chocolate milk!
  4. Make it Easy to apply! How easy is it to find out information about your opening? If I am thinking of applying is there an easy way to get questions answered? I have worked with organizations who have an application process that takes hours and hours of time to complete. If I am an applicant who is currently working at another job, I might be reluctant to invest a lot of time on your application process.
  5. Go to the place where you can find them! Invest some time thinking about where your applicants live and what they are doing. Are they surfing Facebook? Do they invest time on LinkedIn? Are they driving to and from work? Do they watch TikTok? With so many different ways to reach applicants you’ll want to ensure you’re not wasting your money by spending it in the wrong place.

Not sure where to start? Reach out. We have an entire team who specialize in developing strategies for businesses and HR Departments. Are you doing something that works really well for your business? I would love to hear about it.

Be well!

Lori