Many businesses, small and large, find themselves competing in an increasingly competitive talent market. What I mean by that is that good talent is not only getting harder to find, but it’s also getting harder to attract the top talent to your organisation, and to keep them there!!
So if recruitment advertising is one of our key tools to attract the right people to our business, how can we give our ads a ‘makeover’ to attract even better, more suitable people for our team?
Step 1: Reassess your understanding of your target market.
Sound silly? Not really. As your business has changed, so has the economy, the business world, and your target market. In fact your target market maybe very different now to even a year ago.
To understand them, these are the things you may like to think about:
- What are they likely to be doing right now?
- Are they studying, working full time, at home looking after kids, relocating, commuting or just leaving school?
- What do they do with their spare time?
- Where do they spend their weekends? (at the shops, at kids sports, dining out with friends, getting away to the beach or country).
This may sound irrelevant – but the better understanding you have of your ideal applicant, the better you will be able to target them in your recruitment advertising by talking to them in language they understand, using mediums they relate to and targeting places they are likely to be.
Step 2: Get Some New Eyes Onto It.
Before running the same old ad, have someone else read your content and think about this for you — they may have fresh ideas or a new approach. Perhaps this could be someone within your organisation or network who is very similar to the type of person you are targeting
Step 3: Think Outside the Square.
You don’t have to do the same as what you’ve always done, change it up!
Think about using a different style of writing, a new format, different images, or perhaps a completely quirky approach.
Here is a great website that may get your creative ideas flowing.
Step 4: Consider New Media.
Advising doesn’t have to be what it used to be, weave new ways and means of contacting people and getting your message out there. By following through on Step 1, the answer to this should become clearer.
Does the newspaper still work for you? Are the standard job boards best for your role? Are there industry specific job boards or publications you should be considering? Should you use pictures, images, or better still videos to ‘sell’ you business as the employer of choice for your target market?
Consider discussing your vacancy with your Facebook community, using twitter, advertising on LinkedIn, create a YouTube video and of course the age old but sometimes forgotten – use your networking connections.
Step 5: Make it Engaging and Real.
There is absolutely no point putting a message out there that is either outdated or does not reflect your organisation. Whilst it may look impressive, it ultimately means you’ll be attracting the wrong people, resulting in disappointment for all parties. Applicants appreciate honesty, just as you do from them, so keep it real.
Think about what’s in it for your target market and why they would want to join your team.
Is there a challenge, autonomy, great location, state of the art offices, cutting edge technology? Whatever it is that will attract your target market, engage them in the vision and sell it to them!
Step 6: Have a Consistent Message.
Consider your recruitment advertising to be a form of normal marketing and advertising – consistent messages create a strong brand presence. The same can be applied with your ‘employer brand’. Applicants may have seen previous ads and been excited about your business, but were not quite right for that vacancy. By having consistency in your branding, messages and advertising these applicants will quickly tie these opportunities together, and be excited to have the opportunity to apply for a suitable role for you.
Step 7: Follow Through and Deliver on the Offer.
Like anything, without the follow up and delivering on your promises, any makeover of your recruitment advertising will be met limited and short term success. Follow through on the timings you promise, the process you have set up and the expectations you have left the applicants with. This way even those who have been unsuccessful will walk away holding you and the organisation high regard.
