When dealing with traditional media, the 40-word ad has become something of an art form, but cannot always guarantee to attract the best response from candidates. With the advent of internet advertising, many advertisers moved away from the traditional format and added more detail with significant results. As before there are several essential areas to address:
Job Title: this will be the initial point of reference for a candidate looking for work. You need to be as accurate as possible, even alluding to the scope of the role. Whereas in traditional media space is at a premium, most web sites will give you up to 50 characters for your job title. For example:
Restricting the title to ‘Accountant’ (10 characters) is far less effective than ‘Divisional Management Accountant’ (only 32 characters, inc. spaces) and is more likely to attract a smaller or less suitable response.
Location: accuracy is essential. For example, terms like ‘South West’ or ‘M4 Corridor’ are too vague and will lead to a poor take up. If you are going to use a regional term, try to qualify it with the actual location. (e.g. ‘M4 Corridor, Swindon’ or ‘Bristol, South Gloucestershire’).
Salary: nothing is likely to annoy you more than writing a great job spec, putting ‘�negotiable’ on it and finding that the best 50% of your response is out of your salary bracket. Whenever possible, try to put exact amounts, or upper limits (e.g. ‘to �35K’). Also, if there is a benefits package, make mention of it here – sometimes it will make a candidate’s mind up for them.
Qualifications and Experience: Whereas qualifications are more black and white, experience has a number of grey areas that can lead to unsuitable responses. For example, if a certain level of skill is essential for a role, you must be as specific as possible:
‘Experience: Excel’ would become…
‘Experience: must be able to build interpretative spreadsheets and macros in Excel’.
Also, if strong industry experience will compensate for any shortfall in academia it is worth mentioning it; you may miss the ideal candidate if they feel their lack of a double first Oxbridge degree precludes them from interview! Account4bristol’s consultants can advise you if parameters need to be agreed, meaning your role will appeal to all the right people.
However, sometimes the best candidates are passive or semi-active, rather than actively searching on just job and salary. Company culture, prospects, training opportunities etc can be just as important in attracting the right PERSON to the role. Try to appeal to these candidates – it’s not just the role you’re selling, it’s the COMPANY too.
Branding Jobs: Time and again, industry research has shown that the response to branded ads, that is to say ads accompanied by the corporate logo, is far better than those without. It addresses candidate concerns about not knowing exactly who they’re applying to, and reassures them that it is a genuine role within a respected organisation. It helps to raise the profile of the job within a recruitment site, and with account4bristol.com, using your logo can actually SAVE you money.