Creating a Successful Recruitment Campaign
- Allow sufficient time to create the job ad. Too often companies allot substantial resources to the selection of resources and candidate evaluation, but when it comes to writing an effective job posting, many members of HR are given little guidance and spend even less time to create the ad. Companies must understand that an effective job advertisement attracts more qualified candidates, saves time and increases overall return on investment.
- Communicate a mutually beneficial message. Tell jobseekers about the opportunity, not just the position available. Cite unique selling points of the position — not just the salary and benefits — that may differentiate the position and make the opportunity an attractive one.
- Use well-known and familiar job titles. Include job titles that candidates will recognize so they can easily locate the position when performing a job search. Jobseekers can be confused or misled by job titles that are not clear or vague, so it is best to be very specific so they don’t skip over the job posting. This simple trick can help increase the quality of candidates.
- Use strategic formatting. Use HTML and bullet points to make important parts of the job ad stand out. If the job ad is easy to skim and requirements are clearly stated, employers will receive more relevant candidates and avoid résumé overload while gathering a top-notch pool of candidates.
- Use key words and phrases. Incorporate key words and phrases into the job ad to increase the chances job seekers will find the listing among similar job ads. Identify keywords that all potential candidates would use to search for the particular position, not just words used to describe it internally.
- Provide candidates with an overview of the company. Many candidates are as interested in learning about a company’s culture as they are about the available job, so employers should include this information within the job ad to help make the overall opportunity more attractive.
- Avoid exaggerated verbiage. While the use of marketing-oriented language in a job ad is appropriate, don’t go overboard. The best and brightest candidates can easily detect exaggerated language in job postings. Excessive use of buzzwords or overrepresentation of the opportunity may discourage them from applying.
- Review prior to posting. When writing a job posting, recruiters are representing their company. Therefore, it is important to use a clear and professional writing style and review the job posting to ensure it does not include any misspelled words or misleading language. Consider using a buddy system to proofread the posting to ensure it is error free and communicates all critical points of the job.