Job Ads That Deliver Results

(and save money, make hiring managers happy, and make your job easier)

The ultimate disconnect

n  Why do so many job ads suck? n  What’s going wrong? n  How can you fix it?

Let’s take a look

Ugh!

n  Too long n  A job description – not an ad n  Boring!

How do bad job ads happen?

n  Lack of time n  Legal fears n  Lack of knowledge re: what works n  Distance – between hiring manager and

job ad creator n  Bureaucracy

What exactly is a job ad?

n  It’s not a job description! n  It’s a sales tool n  Designed to generate action n  The first step in candidate engagement n  A window into the employer

The parts of a job ad

n  Headline / job title n  Hook n  The expansion n  Qualifiers / requirements n  Employer info n  The close

The parts of a job ad

Headline / job title

n  Attention-grabbing n  On topic n  Short

The hook

n  Answer the question you asked in the headline

n  Paint a picture n  Dangle a promise

The expansion

n  What would I do in this position? n  What are my co-workers like? n  What is the company like? n  Where is it?

The qualifiers / requirements

n  Specific skills or experience n  Degrees n  Special training or background n  You can make it fun, too…

The employer

n  Who are you? n  What kind of employer are you? n  What’s the ‘feel’ of your organization? n  Use words to punch through boring

descriptions – make your company ‘come alive’ for the candidate!

DON’T We offer a challenging work environment filled with friendly colleagues and a relaxed atmosphere.

DO

You set your hours. We set the challenge. And when you’re done, we’ll pick up the tab for a week off. Because that’s how we work…and play.

The close

n  Reiterate the promise n  Reiterate the benefits n  Reiterate the hook

A good job ad

Another good job ad

Words matter!

n  Active vs. passive n  Direct vs. indirect n  Speak the language of the candidate n  Short is better than long n  Get across 2-3 messages – if you try for

more, you’ll fail

Words matter!

n  Most read: headline, 1st line, the end n  Keywords matter! n  Don’t use ‘inside’ language specific to your

company – use words the candidate understands

n  Don’t lie

Images matter!

n  Images stick in the candidate’s brain n  Use your logo n  Use photos n  Use video

Images matter!

Job ads – the handheld edition

n  Your job ads will be read on mobile devices

n  Remember – keep it short

n  Is your employer site mobile-friendly?

Tracking

n  Measure to improve n  Track applications n  Track qualified applications n  Track hires n  The more automated, the better

The bottom line

n  Job ads are NOT job descriptions n  Job ads sell n  Job ads ARE your company n  Good ads save money, time, and aggravation n  Good ads take time

Let’s build some great job ads!

About me

Jeff Dickey-Chasins thedoctor@jobboarddoctor.com 641-236-0298 www.jobboarddoctor.com I consult with job boards and other

organizations about online recruiting.