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How To Write Recruitment Ads That Get Great Results

Written by: Ingrid Cliff

Article Overview: 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.

How To Write Recruitment Ads That Get Great Results

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.

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Article Tags: abraham maslow, cbd, few minutes, general marketing, hierarchy of needs, high risk, human motivations, job vacancy, petrol stations, poor job, position title, prestige, public transport, recruitment ads, self esteem, survival food, wages



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