job ads that deliver results
DESCRIPTION
Presentation from the ERE Expo 2011 Fall, presented by Jeff Dickey-Chasins.TRANSCRIPT
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Job Ads That Deliver Results
(and save money, make hiring managers happy, and make your job easier)
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The ultimate disconnect
n Why do so many job ads suck? n What’s going wrong? n How can you fix it?
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Let’s take a look
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Ugh!
n Too long n A job description – not an ad n Boring!
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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
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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
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The parts of a job ad
n Headline / job title n Hook n The expansion n Qualifiers / requirements n Employer info n The close
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The parts of a job ad
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Headline / job title
n Attention-grabbing n On topic n Short
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The hook
n Answer the question you asked in the headline
n Paint a picture n Dangle a promise
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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?
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The qualifiers / requirements
n Specific skills or experience n Degrees n Special training or background n You can make it fun, too…
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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.
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The close
n Reiterate the promise n Reiterate the benefits n Reiterate the hook
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A good job ad
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Another good job ad
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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
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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
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Images matter!
n Images stick in the candidate’s brain n Use your logo n Use photos n Use video
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Images matter!
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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?
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Tracking
n Measure to improve n Track applications n Track qualified applications n Track hires n The more automated, the better
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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
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Let’s build some great job ads!
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About me
Jeff Dickey-Chasins [email protected] 641-236-0298 www.jobboarddoctor.com I consult with job boards and other
organizations about online recruiting.