“We hire secretary as assistant manager. The perfect age is 20. The minimum experience requirement is 30 years.”
There are two professional categories which might be interested in this articles. The first is, of course, the beneficiaries of the Job Announcement. The other is the Job Publishing Providers.
The purpose of publishing a job announcement is to get a message from the emitter to the receiver. Pretty simple, huh? In theory, yes. But let’s keep in mind the definition.
For the HR specialist
Now, you should have a clear way of communicating right to the target.
Let me put you some questions for you, the HR manager conducting the Advertising for Recruiting:
Where is the future employee of your organization spending time? How much time?
What does he read? Where? When? How much?
What are the best methods of getting his or her attention? Keep in mind everyone these days masters the channels through which information is filtered.
What would be the simplest, fastest, easiest path between your message and the future employee?
What are the values of the employee? Use them as keywords in your message.
What are the patterns of thinking, behaving, talking which make your future employee observable? Talk his or her language.
What are the most prolific pathways of finding employees in the past?
What are the ways other people in the industry obtain better employees? Find them, use them.
What does the employment message say about you?
What questions does your ad answer?
What is the promise that your ad makes? You have the responsibility towards your future employees and to other candidates to provide a correct image over your company, through the announcement.
What differentiates your message from the competition?
All these seem like very Advertising-oriented questions. Some delusion themselves into thinking HR is all you must know in order to do an HR job. Wrong. But be patient. You can count on the fact that the adversaries who know to create proper messages for future employees will steal the best employees you dream of.
Another aspect you must pay attention to is the development and the creation of your Organization’s Brand as an Employer. Is this vision in accord with the brand of the organization, and its development? Is there a coherent story, beyond the brand?
Keeping in attention this aspect might be the difference between attracting prestige and making a fool of yourself. Beware that even people might not tell you in the face: “You are incompetent”, count on the fact that your mistakes will be remembered, by your employers, by your employees, by your HR fellows, and by your competition. Getting employees is one of the most public actions you could do, as an HR specialist.
Communication is the area of expertise for both the HR person and for the advertiser. The difference is the advertiser communicates to large audiences for a living most of the time, as a difference to the HR person, who especially manages internal communication. The HR specialist would certainly be better on consulting with an external communication specialist before publishing anything related to the company’s image, even for those announcements where the company is not specified.
To all this, keep in mind, the promotion provider has no obligation to give you advice on distributing your message towards different channels, it can simply take the message as is and deliver it.
The ad distributor
Whether it may happen through an Advertising Agency, or through an HR Consulting Company, or through a media agency, or a campaign design and executed in-house, the ad distributor has the responsibility of providing a proper message for the customer. Of course, the ad buyer might give an improper ad. If this fails, then it will come again and again, to publish other ads. But in the end, this becomes associated with a bad experience and in a certain moment, someone will think of cutting down some costs. This means no more money for an ad provider. To a certain extent, this is a “do to others like you want to be done to you”. Finding new customers for job ads might be as soliciting for an ad distributor as finding good employees for the customers ran by the agencies.
Of course, in a moment of market development, you can count on the fact that request will surpass the offer. But someone who builds a business around a trend is not a real businessman, but an opportunist.
Anyway, it can’t hurt to position yourself as a full-service provider, having a few consultants to customize the client’s message. Sometimes, this is reduced to using old templates, like a mercenary and not as a self-respecting services provider. The companies which appreciate efficiency will become attracted by your services if you provide affordable rates of success, rather than coming again and again, out of HR specialists incapability of formulating a targeted message.
In some moments, other organizations’ stupidity might work as an insurance for what you’re doing, but for how long can you have success by counting on other’s stupidity? Wouldn’t it make more sense on differentiating yourself through offering the success creating the best service on the market?