recruitment - job advertisements
The Objective of Recruitment Advertising
The objectives of recruitment advertising are to:
(1) Attract suitable candidates, and
(2) Deter unsuitable candidates
What makes a good job advert?
Whilst there are no hard and fast rules about the contents of a job advert, the following features are likely to be in an effective advertisement:
Accurate - describes the job and its requirements accurately
Short - not too long-winded; covers just the important ground
Honest - does not make claims about the job or the business that will later prove false to applicants
Positive - gives the potential applicant a positive feel about joining the business
Relevant - provides details that prospective applicants need to know at the application stage (e.g. is shift-working required; are there any qualifications required)
Content of a job advert
Most job adverts contain:
- Details of the business/organisation (name, brand, location, type of business)
- Outline details of the job (title, main duties)
- Conditions (special factors affecting the job)
- Experience / qualifications required (e.g. minimum qualifications, amount of experience)
- Rewards (financial and non-financial; the financial rewards may be grouped together under a total valued "package2 - e.g. total package circa £50,000)
- Application process (how should applicants apply, how to; deadlines)
Choice of medium
What kind of advertising medium should be chosen? The following factors are relevant:
Type of job: senior management jobs merit adverts in the national newspapers and/or specialist management magazines (e.g. the Economist, BusinessWeek). Many semi-skilled jobs need only be advertised locally to attract sufficient good quality candidates
Cost of advertising: National newspapers and television cost significantly more than local newspapers etc
Readership and circulation: how many relevant people does the medium reach? How frequently (e.g. weekly, monthly, annually!. Is the target audience actually only a small fraction of the total readership or Viewer ship?
Frequency: how often does the business want to advertise the post?
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