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How to Write More Effective Job Advertisements - By Ken Burgin |
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Ever watched a dog chase its tail? The comparison came to mind recently as I talked with two managers about recruitment. |
They're understandably distressed by the ineffectiveness of the ads they're running. But no wonder - they still use the same empty 'megaphone' announcements that make the venue sound desperate, not attractive. It may have worked 5 years ago, but it doesn't work now.
One of the key recruitment task is marketing - putting together an attractive package and selling it. Packages aren't just for highly paid executives - it's anything you put together that's more than just the money. When there are fewer buyers and more goods (jobs) for sale, smart packaging is essential.
If you rewrite your job ads in this format, you will absolutely get a better response:
Kitchen staff
Are you looking for: what they want, what they want, what they want?
We're looking or people who: what you want, what you want, what you want...
Notice what came first - benefits that will appeal to the buyer (applicant) and your own requirements came second.
A couple of examples:
Cook or chef
Are you looking for good pay, flexible hours, a modern kitchen and a friendly team?
We're looking for people with at least 5 years experience in a busy kitchen, a positive attitude and able to work at least 30 hours per week. Phone xxx
Bar staff
Are you looking for casual hours and good pay in a lively music bar?
We're looking for people with recent bar experience, liquor service certificates (eg RSA), a happy smile and plenty of energy. Phone xxx
The message now focuses on 'you', not 'me'.
Scanning recent advertisements online and in the newspapers, the same ineffective methods are being used. I showed these examples more than 12 months ago, and the same futile methods are still being repeated...don't go there!
Sell the benefits of working with you in many ways - on a website, in online forums, the local paper, through a recruitment agency or on the customer noticeboard. Have you made it easy for non-English speakers to read the site? Here's an example of how easy it is to add translation to a web page.
Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs. The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. Profitable Hospitality also runs regular management training workshops in the areas of kitchen profit & efficiency, restaurant marketing and functions management. A free monthly e-newsletter keeps you up to date on the latest industry management issues. www.profitablehospitality.com.
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Contact Information:
178 Denison St - Queens Park NSW 2022 - Australia
phone 1800-001353 and international +61-2-9340 1089 - fax +61-2-9369 2668
Click for Website
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Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs.
The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. |
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