Start Perfecting Job Ads Now

The best qualified applicants for open jobs are often difficult to recruit.

To attract more of the best job seekers, start with writing "help wanted" ads to pull in the people you want. Following are guidelines, tips and examples to help you.

What Do Job Seekers Want?

You and the people you are seeking to hire may not agree on what should be highlighted in recruitment ads. For example, CareerBuilder, Inc., conducted a poll on this topic and discovered this: employers and the job applicants don't seem to agree on what should be in a job ad.

Here's what employers ranked as most important: Company vision (35 percent), job responsibilities (34 percent), job location and telecommuting (4 percent).

Here's what employees ranked as most important: Duties of the job (28 percent), pay (25 percent), required job skills (20 percent), company vision (8 percent).

So how will you know what's most important to list in your job ads to attract the best qualified people you are seeking? Ask, and ask again. Perhaps it could be the 8 percent of job seekers who are most interested in seeing "company vision" in a job ad who you are trying to appeal to. You'll find out by asking, and asking again. Ask your best current employees to tell you what's most important to them to see in a job ad. Ask your best applicants. Over time, test several versions of job ads for the same job. Keep on asking the best job applicants. By testing and asking -- you will create the ads with content which works the best for you.

Creating and Improving Your Ad

With your three to six most recently hired employees, write the text of your ad, to create the very best ad you can. Ask them to create an ad which would increase the chances one of their friends or family members would read the ad and apply if they were seeking such a job.

Once the ad is running, after doing interviews with the best applicants who apply because they read the ad, show them a copy of the ad and ask the applicants three questions:

Q. What in our ad caught your attention? Q. What in our ad caused you to apply? Q. What would you change or add to our ad to make it a better ad?

Then, continue to improve your ad, using input from your new employees. Every two or three weeks, get several of your newest employees together and ask them to improve on the ad. Gradually, you'll learn exactly which words, phrases, and statements in your ad are responsible for bringing you the best applicants.

Ad Example #1:

Client Service

Your Talents Wanted

Use your talents in a variety of ways to assist our clients. Gain satisfaction when clients reward you with appreciation. Enjoy the flexible hours and working with team members who support you. Important duties include assisting clients in selection of products and assisting the manager in identifying and obtaining new clients. Your previous work, school activities, and other experiences will show us you have unique talents and skills which qualify you for this position. Your proven ability to give outstanding customer service will qualify you to begin at $10 an hour. We will offer you 15 days of paid leave, 7 paid holidays, and paid health insurance when you join our team. Apply to [John Doe] at XYZ Company at [address] or apply on our Website at [Web address]. We are an Equal Opportunity Employer.

Ad Example #2:

Telemarketing

$8.50 to $13 Hour

No high-pressure calling. Opportunity for telesales professionals to call businesses for national corporation. Personal workstation in a professional office. 8 a.m. to 5 p.m., M-F. Earn $8.50 to $13 hour with commissions, bonuses. Paid vacation, paid personal leave, paid holidays, paid health insurance. Your most important qualifications are: A mature voice and speaking ability. A work history which demonstrates reliable attendance. Experience which demonstrates selling skills. Call [phone number] or apply at [Company Name], [address]. Women, minorities, and disabled persons are encouraged to apply.

Ad Example #3:

(From a PR-Ad Agency Web site)

Senior Copywriter

We are looking for a copywriter who can come up with the big idea and carry it through on just about anything. Brand building way beyond ads. We need someone who can bring passion to the craft of writing and to their work. The most qualified candidates will demonstrate successful agency experience, high-tech experience, creative advertising and collateral work experience, and an awareness of how the web works. We've got a great environment, great people and a great list of clients. If you want to give your brain the chance to go all out, send us your resume. E-mail: [e-mail address]. Fax: [fax number].

Ad Example #4:

(From a PR-Ad Agency website)

Office Assistant

The Office Assistant aids in the production of press kits, books, proposals. Orders and manages office supply inventory, manages PR Magazine Subscriptions. Works as a back up for Front Desk, also provides phone coverage at times. Handles other projects and tasks as needed. Requirements: Experience with office machinery - fax, copier, e-mail, postage machine. Prior experience handling high volume of calls on multi-line phone system. Comfortable working with deadlines. Strong attention to detail needed. Professional, willing to learn and work hard. Interest in PR or advertising preferred. Send us your resume. E-mail: [e-mail address]. Fax: [fax number].

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