How To Write Recruitment Ads That Get Great Results
How To Write Recruitment Ads That Get Great Results
The lesson from general marketing is that people do not buy features, they buy benefits. What I mean by that is that people don’t wake up one morning and say – I have to go get a 38 hour week job in the CBD. What they do say is I want a job that gives me more time for my family, which is convenient to public transport so I don’t have to use my car and helps me build my skills.
So, when you are writing your job vacancy ad, certainly list down the key features of the role. Then take a few minutes to think about how these features potentially could benefit an employee.
One way to do this is to use the work of Abraham Maslow, who famously researched the basic factors that motivate humans. He suggested there was a hierarchy of needs and that needs at one level had to be met before needs at another level became important. At the core of human motivations are the basics of survival – food, water and shelter. Take it as read that your job will meet those needs (unless you are paying extremely low wages).
After that, people need to feel safe, protected, secure and free. Consider how your job keeps your staff safe (this is particularly relevant in high risk industries such as petrol stations, mining or construction).
Next on the hierarchy of needs is belonging. Do any of your job features result in an employee feeling a sense of belonging or community? Is your workplace like a family and are you are flexible in allowing time to spend at important family or school events?
Next is self esteem. People need to feel success and that they are achieving something; they also need to feel prestige and status. How does your job features reflect achievement or prestige? Check the position title – are you hiring a typist or an executive assistant?
Maslow suggested the final level is self actualization – where self expression and individuality becomes important to people. How does your job contribute to people being free to express who they are at work?
So before you place your next job ad – consider both the features and benefits and reflect both to get the best candidates.
How To Write Recruitment Ads That Get Great Results - To learn more about this author, visit Ingrid Cliff's Website.
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It is surprising how many recruitment ads list out features of a job such as 38 hour week, CBD location and then list all of the tasks to be undertaken in a role. While these features are important, it is just as important in a candidate poor job market to list the benefits of the job.
The lesson from general marketing is that people do not buy features, they buy benefits. What I mean by that is that people don’t wake up one morning and say – I have to go get a 38 hour week job in the CBD. What they do say is I want a job that gives me more time for my family, which is convenient to public transport so I don’t have to use my car and helps me build my skills.
So, when you are writing your job vacancy ad, certainly list down the key features of the role. Then take a few minutes to think about how these features potentially could benefit an employee.
One way to do this is to use the work of Abraham Maslow, who famously researched the basic factors that motivate humans. He suggested there was a hierarchy of needs and that needs at one level had to be met before needs at another level became important. At the core of human motivations are the basics of survival – food, water and shelter. Take it as read that your job will meet those needs (unless you are paying extremely low wages).
After that, people need to feel safe, protected, secure and free. Consider how your job keeps your staff safe (this is particularly relevant in high risk industries such as petrol stations, mining or construction).
Next on the hierarchy of needs is belonging. Do any of your job features result in an employee feeling a sense of belonging or community? Is your workplace like a family and are you are flexible in allowing time to spend at important family or school events?
Next is self esteem. People need to feel success and that they are achieving something; they also need to feel prestige and status. How does your job features reflect achievement or prestige? Check the position title – are you hiring a typist or an executive assistant?
Maslow suggested the final level is self actualization – where self expression and individuality becomes important to people. How does your job contribute to people being free to express who they are at work?
So before you place your next job ad – consider both the features and benefits and reflect both to get the best candidates.
How To Write Recruitment Ads That Get Great Results - To learn more about this author, visit Ingrid Cliff's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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