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...Making Your Recruitment Ads Work... |
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Recruitment ads are expensive! Especially with some of today's newspaper line rates. Getting the most out of your ads is a tricky business, so here are some suggestions and tips from an experienced professional who has written, designed, and placed hundreds of ads... |
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1. Find the right media! |
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As you already know, many options are available to you. If you've chosen a media source such as the newspaper, internet site, or magazine and you have to keep running an ad over and over to fill a position...you might want to try alternate source(s). Usually, the major newspaper in your city is going to be the best bet for wide exposure, and abundant response. If your budget doesn't allow much advertising in the newspaper, or if you would like to supplement your print ads with some very specific Non Profit media sources, look at this list of very specific sites that are available to you, and/or allow a professional consultant to offer you free advice as to an effective ad placement strategy. |
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2. Make your ads noticeable! |
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Your ad may be surrounded by hundreds of other ads- so make yours stand out and be among the first the job seeker reads and responds to. Utilize BOLD LETTERS and BORDERS when possible, especially if you can only afford a small ad. Another effective method is to include your organization's logo on the ad. Not only will it make your ad stand out, but your logo may be recognized as the brand of a reputable, professional organization that would make for an enjoyable and rewarding workplace. In many cases, the costs for these ad enhancements are miniscule compared to the difference in recognition and response you can receive. Why not seek the FREE help of a professional consultant to advise you on the most appealing, cost-effective and noticeable ad layout. |
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3. Make your ads interesting! |
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This is the most important, and probably the most challenging step in the process of creating effective recruitment ads...but if done properly, you should notice a tremendous difference in the quantity AND the quality of response you receive. The idea is to think of the ad as an ADVERTISEMENT, not just a "help wanted" classified ad. Where budget allows, utilize the space you are buying to talk directly to the individual you are looking for. Use positive words that create curiosity and interest in the mind of the ad reader. They should get the feeling that this ad was written directly to them, and that this particular job offers more than just a paycheck. A brief but well thought out headline should catch the readers attention first, and should be in bigger, bolder letters if possible. This will lead into your brief introductory ad copy which explains a little bit about the unique work environment of your organization and the position(s) being offered. The ad should be written in a way that is very compelling, yet truthful and answers questions that might be in the mind of the reader, such as:
"Why would I want to leave my present job to go work for this organization?"
"Will this organization respect me as an individual as opposed to just another time clock puncher?"
"Is there something more appealing about this organization than what ads for other companies are describing?"
"Do I truly meet all the requirements, and possess all the talents that this position requires?"
"Will this position help me grow as a person?
"Will this position offer me an enjoyable work environment, that will be worth the countless hours I'll be devoting?"
"What does this organization/position have to offer besides a paycheck?"
Again, you can enlist the FREE help of a professional consultant to create meaningful, effective headlines and ad copy for you. Take a look here to see an example.
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4. Other Details |
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ABBREVIATIONS- Most abbreviations are okay, and will often reduce the cost of your ad. But there is a fine line between common abbreviations and abbreviating nearly every word to jam-pack more verbiage into your allotted space. The readers will know the difference and shy away from overly abbreviated ads as it gives the organization a "cheap" image. The reader might get the impression that you'll be the same way with your salaries, benefits, and bonuses,etc. Often times, newspapers will arbitrarily add in extra "blank" lines of space to your ad to increase their revenue. Specify that no extra blank lines will be allowed, and instead spell out some of the words that you were going to abbreviate.
CONTACT INFORMATION-If your ads are posted on an online job site, then you most likely will need to include an email address. In the case of newspaper ads, don't forget to include an email address for response there as well, because you will increase your volume of response. To avoid having your inbox flooded, create a special email address used solely for the purpose of receiving resumes. And many newspapers will automatically include your print ad(s) on their website, which several job-hunters will be looking at instead of the print version of the newspaper. Using an email address increases the likelihood of these individuals responding to you.
SPECIFIC REQUIREMENTS-If you want to avoid excessive interviews, and/or phone conversations with unqualified (or uninterested) candidates, it is important to be VERY CLEAR about the requirements of the position, and also the level of experience/ skills/ education the candidate must possess. If there are aspects of the job that may be challenging to some people, it is often better to say it right there in the ad, as opposed to going through several steps with a candidate before finding out about compatibility issues.
A professional consultant can evaluate your ads and make effective recommendations on all of these minor details- for free. |
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5. Special Offers |
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More often than not, newspapers, internet job sites, magazines, and other specialized sources will offer special prices/rates based on frequency, size, or many other package variations. Sometimes there are even special rates/promotions that are only available at certain times. Media Sources don't always do the best job of explaining this to the advertiser. To ensure that you are getting the best deals possible, it is always good to ask about all specials/promotions that are available. Just by reviewing your options you can sometimes very easily save HUNDREDS of dollars. A professional consultant knows where to look and can help you find the best possible deals to save you money.
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Non Profit Recuiting Network |
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