I thought I would share some tips on how to write a good recruitment ad, with all of you!
Recruitment ads should be written with the AIDA principle in mind!
A = Attention
I = Interest
D = Desire
A = Action
So, how do you attract attention? With your Headline of course! If you don’t address your target market or use some form of attention getting device, such as clever use of words, you are wasting 80c in every Rand you spend!
Now you have your reader’s attention, how do you get him to read further? By generating interest ie. Tell him a little about the job! Not your entire 12 page job spec, but try and get across the challenges that the position offers, as well as the key performance areas.
You want that perfect candidate to drool! So, you have to entice him with benefits… ie. remuneration package, great working environment, fabulous offices, sexy boss (just kidding) etc.
Ok.. he WANTS this job! Now its time for action! Your response para must be clear and simple. Don’t make it difficult for him to respond…include fax and e-mail contact details and if you are up to handling queries, include a telephone number.
Always remember who you are talking to. If you are recruiting for an executive post, it’s usually best to write in the third person and try and keep it formal. Use as many relevant corporate buzz words as you can get away with!
If it’s a creative or more junior position, let the creative juices flow…write in the second person and avoid corporate buzz words and the “hot potato” approach.
Of course, your media selection is very important too, as is the use of clever concepts and/or colour and/or visuals, if you have the budget!
Consider composite advertising if you have more than one position - its cheaper than having to include the common matter (Intro, benefits and response) over and over!
There is a high desperation level in SA, with millions of people unemployed, so remember to clearly outline the inherent requirements of the job! If you are looking for a “rare animal”, you need to make sure that your man spec is right on target or you will get thousands of chancers applying!
If you need any further advice, give me a shout!