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Better Recruitment Advertising - 5 Basic Ground Rules Gleaned from 3 Decades of Experience
Write An Ad That's Easy To Read People remember red, see yellow and read black and white. There's a mountain of research to show that black and white serif typefaces in upper and lower case will be read more readily and more easily than anything else. That's how newspapers are printed. Avoid capitals, fancy typefaces, reverse type and all the other creative devices that may look good but make your ad hard to read. Describe The Job Clearly Tell applicants what they're required to do, what they'll have to achieve and what skills, background and experience you expect. Be specific. Avoid waffle and hype. Deter unsuitable applicants. Feel free to say "unless you have a degree in radical biochemistry and 16 years experience as a chicken sexer, do not apply". The most successful recruitment advertisement is the one that attracts only one applicant. The one who fits the bill perfectly. Say Who You Are Put the name of your company in the ad with a very brief description of what the company does. Keep it brief. Two or three sentences are ample.. Keep your company name, telephone number and logo small and unobtrusive. If you don't say who you are, candidates may become suspicious that you're hiding something. Avoid Written Applications Unless you're legally required to do so, don't ask for written applications. Written applications rarely tell you what you want to know. They are deliberately designed to present the candidate as favourably as possible. They will prejudice you towards candidates who write well and against others who don't. Unless writing attractive job applications is a job requirement, written applications will mislead you and waste your time and money. Ask applicants to phone you. Conduct a telephone interview with each one. Use a script with carefully prepared questions. Include a few key questions that will quickly indicate if the applicant's suitable. If they're not suitable tell them so on the phone. If you expect many applications, dedicate one phone line and place an answering machine message on that line. Ask for the name and phone number of each applicant. You call back and conduct your phone interview. Never Offer An Interview In Your Ad A face to face selection interview is a privilege that should be extended only to those people likely to be appointed; usually only a handful of applicants. The interview is not a right available to every applicant. If you want to know what applicants can do, get them to do it! Test skills and knowledge so that you're satisfied that they can do what they claim they can do and know what they say they know. Extend the privilege of a face to face interview only to people who pass your tests. Conclusion Selection and recruitment is extraordinarily expensive even when it's successful. When it fails, the cost is horrendous. And it's straight from your bottom line. But remember, writing and placing a good ad wont make up for deficiencies in job analysis or other imperfections in the your recruitment planning.
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More articles on running a business Employee Communication: 5 Ways Leaders Can Communicate Change Time Management: A Business Growth Strategy First Steps To Starting a Business
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