job

When designing a job ad campaign, you must keep in mind:

◦ Who are you trying to reach? (target applicant pool)

◦ How large is the pool? How do we obtain reasonable numbers?

◦ How many applicants do we need to fill the position with the best candidate?

◦ What type of ad content with attract the target applicant pool?

◦ What advertising media is likely to reach the target applicant pool?

A good job ad has the following attributes:

· Has a simple, clear, and relevant headline

· It is directed towards a person who has the right knowledge, skills, and attributes (do not exaggerate these)

· It states what the main purpose of the job is, and what the expected results should be

· It focuses on the job responsibilities

· It is direct and to the point

· It uses language that is easy to understand (has short sentences)

· The content is truthful and factual

One of the most common job advertisement models used is called the  AIDA  formula. AIDA stands for:

A – Attention: grab the reader’s attention using headlines, white space, graphics, and font types I – Interest: make the content interesting – how is the product/service/job better than others D – Desire: make sure “What’s in it for me?” is answered A – Action: urge the reader to take some action and make it easy (e.g. apply, find out more)

A good job advertisement:

· Reaches your target market

· Attracts diverse candidates

· Results in applicants that meet your minimum requirements

· Reduces hiring costs

· Results in hiring the right candidate

A poor job advertisement results in:

· Poor corporate image

· Poor results in the selection phase

· Hiring of the wrong person

· A lot of paperwork due to an abundance of unqualified applications to sort through

· Added costs of having to run further job advertisements and a delayed R&S process