The best recruiters use the best resources to get the job done. And, when it comes to reaching top talent online, their choice is clear. It’s WEDDLE’s Guides for Recruiting Success. Get yours today!
WEDDLE’s 2011/12 Guide to Employment Sites on the Internet. This is the 10th edition of the Guide the American Staffing Association called the “Zagat” of job boards and social media sites.
WEDDLE’s Guide to Association Web Sites. This book details the recruiting resources and capabilities that are available at the Web-sites of over 3,000 professional and technical associations.
Finding Needles in a Haystack. This one-of-a-kind guide lists over 25,000 keywords and keyword phrases, across 5,400 job and position titles in 28 industries and professions.
Lead With Your Strength
The most important part of a recruitment ad is the first five lines. Top talent has the attention span of a gnat. They seldom read an entire job posting or print ad unless they are quickly convinced it’s worth the time to do so. That’s the reason you have to lead with your strength.
Top talent – those “A” and “B” level performers who make such an important contribution to organizational success – have choices. In many cases, they are already employed, so their first option is to stay right where they are. And, of course, they are regularly contacted by other employers and recruiters, and that persistent demand gives them additional options, as well.
What makes them consider one position and not another? Not surprisingly, a key factor is the nature of the job. Many of the best performers are always on the prowl for a new and more interesting challenge. They aren’t looking for a job, however; they are searching for a career advancement opportunity – a chance to realize more of their potential in their profession, craft or trade.
The second and equally as important factor in engaging a top prospect is also not a surprise. It’s how well a career advancement opportunity is described in a recruitment ad, whether that ad is posted on a job board, a social media site or an employer’s corporate career site. Even a great opportunity will be ignored if it’s ineffectively portrayed, while even the most hard-to-fill vacancy will draw top talent if the ad describing it is well written.
What’s the definition of a well written ad? Simple. It’s one that gets read. All the way through.
How do you get people with short attention spans to do that? You have to catch their attention and pique their curiosity quickly and right from the start. You have to present a persuasive case for your opportunity in the first five lines of the ad.
You don’t have to be a poet to achieve that kind of power in that small a space, but you do have to use words andstructure to their best effect. Basically, you have to optimize your ad’s content in the right format.
The first five lines must include four elements, in the following order.
Let’s take a quick look at each of them.
A description of the job. This initial description of your opening must be more than simply a short recitation of its requirements and responsibilities. To engage a top prospect it has to sell as well as inform. Therefore, craft a statement that has the power to portray your opportunity as a genuine dream job.
A description of your employer. Top talent doesn’t look for a job; they look for a career advancement opportunity. That means the culture and values of your employer are as important as the vacancy, itself. Therefore, craft a second statement that is equally as powerful as the first and portrays your organization as a dream employer.
An indication of the potential financial opportunity. The research confirms that top talent doesn’t work for money. They do, however, use money to measure the significance of a career advancement opportunity. Therefore, avoid using bland terms like “competitive salary,” and instead, provide a salary range for the position (which will still give you room to negotiate).
An acknowledgement of top talent’s special situation. Many if not most top performers are employed, so they have something to lose by considering your opening. That reality makes them risk averse. Therefore, close the first five lines with a convincing statement regarding your organization’s commitment to keeping your interaction with them completely confidential.
It’s challenge enough to get the content of a recruitment ad’s first five lines right. What makes it even more difficult is that people do not read on the Web. They scan. If you put your well written content in the thick, pithy paragraphs of prose, their impact will be greatly diminished and possibly lost entirely.
What should you do?
Format the first five lines in a hard-hitting headline and bullets. That way the reader can quickly scan the content and still absorb the value proposition contained in your message. They can flit over it quickly and still be affected enough to read on.
Whether it’s intentional or not, many of today’s recruitment ads are written for a “generic” job seeker. To win the War for Talent, however, they must instead be directed at “A” and “B” level performers. And, they must compensate for the inattention of that talent by leading with your strength – the most compelling aspects of your employment opportunity.
Thanks for Reading,
Visit me at Weddles.com
P.S. Please tell your coworkers and friends about WEDDLE’s Newsletter. They’ll appreciate your thoughtfulness, and so will we.
The Perfect Gift for a Secret Santa
If you’re someone’s Secret Santa this Holiday season, get them a book that will make 2012 their best year ever. Priced for even the most elf-like budget, they include:
Work Strong: Your Personal Career Fitness System. This book introduces a complete regimen of activities that will help you successfully compete for and hang onto the job of your dreams. Its one-of-a-kind program not only tells you what to do, but how to do it and how often.
Recognizing Richard Rabbit. This fable for adults will entertain and delight you and help you out of the boxes that keep you from becoming the champion inside you. It is a novel and engaging way to recognize the talented person you are meant to be.
The Career Activist Republic. This blockbuster of a book provides a provocative yet positive assessment of the changing world of work in the American economy and describes an innovative strategy that will enable you to avoid the pitfalls and capture the opportunities in this new environment.
Get WEDDLE’s 2011/12 Guide Today
Called, the “Zagat of online recruiting.” by the American Staffing Association, WEDDLE’s 2011/12 Guide to Employment Sites on the Internet is the Gold Standard of guidebooks to the 100,000+ job boards, social media sites and career portals now operating on the Web.
In these challenging times, being a smart consumer of employment sites is a core competency of recruiters. Make sure you measure up.
Order a copy for yourself and for each person on your team.
Get Your 2011/12 WEDDLE’s Catalog Today
It’s old fashioned and free. That’s right. The 2011/12 WEDDLE’s Catalog is printed in hard copy and doesn’t cost a single penny.
We’ll send the Catalog to you in the mail and cover the cost of postage. All you have to do is email your name, organization (if appropriate), and postal address to firstname.lastname@example.org. Put 2011/12 WEDDLE’s Catalog in the Subject line.
The 2011/12 WEDDLE’s Catalog is short and sweet. It’s just six pages long, but describes our latest books as well as our ever-popular standards from prior years. If you’re looking for a way to give yourself an edge, WEDDLE’s books are all that you need.
Get your 2011/12 WEDDLE’s Catalog today. Or, order one for every member of your team. Just specify how many copies you would like in your email.