THE TECHNACIOUS RECRUITER NEWSLETTER

October 5, 2009   view past issues

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The Social Side of Recruitment Advertising

The utility of social media sites as recruiting resources has been challenged by a recent Workforce magazine article on the compliance issues and potential adverse impact of over-relying on them. The social aspects of our profession remain important, however, even in what have traditionally been unsocial sourcing methods. Indeed, the Internet has actually created a social side to online recruitment advertising.

There are five dimensions to the social side of posting a job ad on the Web:

  • The sites you select;
  • The title of your posting;
  • The content of your posting;
  • The follow up communication with applicants; and
  • The candidate experience that follows your advertising interaction.
  • What’s social about these advertising activities? Let me explain.

    The Sites You Select

    The key to effective online recruitment advertising is to initiate a social interaction with the right candidate population. And to do that, you have to advertise on the right sites. Unfortunately, there is no one site that will connect you with 100% of your target demographic. Shotgunning your ad out over the Web simply makes your organization look as if it doesn’t know what it’s doing. A better strategy, I would suggest, is to select 7 specific sites using the formula 2GP + 3N +2D:

  • 2GP or general purpose posting sites where you can probe the full range of prospects online;
  • 3N or niche sites where you can plumb the full depth of the candidate population-use one site that targets the occupational field for which you’re recruiting, one that covers your employer’s industry, and one that specializes in the geographic location of your opening; and
  • 2D or diversity sites so that you ensure (and prove) that you’re making a good faith effort to tap all of the talent in the candidate population.
  • The Title of Your Posting

    The title of your posting is your greeting to candidates. It’s how you introduce your organization and its brand as an employer. The surest way to get the interaction off on the wrong foot is to use bureaucratic position titles-Research Scientist VI-or unintelligible abbreviations and in-house jargon. On the other hand, you can effectively convey a “candidate friendly” message by providing a title which enables the reader to decide quickly and accurately if the opening is for them. Such a title has three elements that form the acronym LSS:

  • L or the location of the job-generally people want to work where they live;
  • S or the skill and skill level required to perform the job-Senior Pharmaceutical Research Scientist; and
  • S or sizzle-some aspect of your culture, compensation system or community that will set your ad apart and make it especially intriguing or appealing.
  • The Content of Your Posting

    The surest way to be viewed as an anti-social advertiser is to create a posting that is uninformative, incomplete, boring, filled with misspellings and grammatical errors, or all of the above. You’re trying to establish a relationship with the best candidates, so show them the same courtesy and respect that you would like to be shown if you were in their shoes. What does such an ad look like? It has five sections that form the acronym S-ABC-S:

  • S, the Summary or first four lines of your ad are your invitation to top talent to read on-if you create an interesting and compelling message, they likely will (even if they’re employed), while the opposite message will ensure they won’t (and all you’ll get are the most desperate of applicants);
  • ABC or the body of the ad-it presents the position’s requirements and responsibilities but does so from the candidate’s perspective, and what they want to know about are its Advantages (for them), its Benefits (tailored to them) and the Capabilities they must have to be successful in the role;
  • S or the Sign-off is best viewed as a call to action-encourage the reader to take one or more of three steps: apply for the position, refer it to others (because top talent knows other top talent) and/or opt-in to an ongoing dialogue that you maintain with potential applicants.
  • The past five years have seen advertising, in general, become much more interactive and engaging, especially online. Those of us who are trying to sell the best prospects on our organization’s value proposition as an employer would do well to follow that trend and focus on the social side of our recruitment advertising. I’ll finish the last two of the five dimensions of that strategy in my next column.

    Thanks for reading,

    Peter

    Visit me at CarerFitness.com

    P.S. Please tell your friends and colleagues about WEDDLE’s Newsletter. They’ll appreciate your thoughtfulness, and so will we.


    New Certification for HR Professionals

    One of the key roles HR professionals play in any organization is staff development. To execute that responsibility effectively, they must know how best to counsel employees on career issues and concerns.

    How do you acquire the expertise to do so? WEDDLE’s is proud to introduce the first-ever certification program in Career Fitness.

    Based on Peter Weddle’s new book, Work Strong: Your Personal Career Fitness System, this program provides all of the training and follow-up support you need to become a Career Fitness Pro (CFP) and counsel employees on both the key principles of career success in the 21st Century and the practical steps that will put those principles to work for them on-the-job.

    The Career Fitness Pro certification also offers two other very important benefits for you:

  • It will set you apart among your peers in the HR field
  • and

  • It will enhance the contribution you make to your employer.
  • In short, this certification will give you career security even in today’s turbulent workplace.

    To learn more, email Peter Weddle at peter@weddles.com or call at 203.964.1888.


    Our Featured Books

    If You Liked Who Moved My Cheese?, You’ll Love This!

    If you’re searching for more meaning in your career, if you want the time you spend on-the-job to be more fulfilling and rewarding for you, then read Peter Weddle’s new book Recognizing Richard Rabbit. Amazon described it as “a gentle way to figure out your dreams.”

    Recognizing Richard Rabbit is a fable for adults from 22 to 62 and older. It recounts the tale of some forest animals that try to help one of their friends, a rabbit that’s stuck in his hole. Their efforts to free him are laced with humor and insight and ultimately open a pathway to the secret of authentic living. To being your own true self.

    How does that happen? Unlike traditional fables, this story unfolds in two synchronized parts: one in fiction-the fable, the other in nonfiction-a parallel self-interview. In essence, you are invited to tap both the creative and the analytic sides of your brain-to probe the whole of your inherent talent-so you can climb out of whatever hole you may have fallen in and become the person you were meant to be.

    There’s nothing more important than that in today’s turbulent, demanding world of work. So, take care of yourself. Get your copy of Recognizing Richard Rabbit today. All you have to do is call WEDDLE’s at 203.964.1888 or click here. Don’t delay. Order right now.

    Get WEDDLE’s recruiting bestsellers today.

    Hot off the presses, you can now order:

  • WEDDLE’s 2009/10 Guide to Employment Sites on the Internet. This Gold Standard of guides to the Web’s 100,000+ job boards and career portals has been completely updated so you can make smart buying decisions for your organization’s online recruitment advertising.

    This edition of the Guide, our 9th, introduces an entirely new format: The Top 100, our pick of the most effective job boards and career portals on the Web, and the Best & the Rest, a directory of over 10,000 sites organized by career field, industry and geographic focus. And at just $39.95, it’s a true recession buster, as well!

  • WEDDLE’s 2009/10 Guide to Association Web Sites. The best talent are often members of their local, state, regional or national professional associations. This Guide enables you to determine which of those associations have the recruiting resources you need to connect with their members.

    The Association Guide lists over 3,000 associations by the career field, industry or location in which they specialize and indicates whether they have a job database, a resume database and/or a discussion area for professional networking. It is the only book of its kind in print and at just $49.95, it’s practically a steal.

  • How can you get these amazing resources? Click here to reach our online bookstore or call 203.964.1888 to order your copies of these truly unique recruiting guides.

    And don’t wait. Even if you’re not hiring at the moment, these books can be helpful to you. Their site profiles will enable you to pinpoint the best places online for recruiting, once the economy starts growing again. And if that takes longer to happen than you would like, these books also include useful information for a job search. So, don’t delay; get your WEDDLE’s Guides today!


    Our Featured Job Board

    Site Spotlite … from the pages of WEDDLE’s 2009/10 Guide to Employment Sites on the Internet.

    There are 50,000 job boards now in operation in North America and an equal number operating elsewhere around the world. The key to recruiting top talent online, therefore, is knowing where to find and how to select the best sites for each of your requirements. WEDDLE’s 2009/10 Guide profiles The Top 100 employment sites on the Web today and provides The Best & the Rest, a listing of over 10,000 such sites worldwide. It’s all of the information you need to determine which job boards will deliver the optimum yield for you. For example:

    CallCenterJobs.com

    http://www.callcenterjobs.com

    Post full time jobs: Yes

    Post part time, contract or consulting jobs: Yes-Part time

    Distribution of jobs: National-USA

    Fee to post a job: $151-200/posting

    Posting period: 60 days

    Can posting be linked to your site: Yes

    Resume database: Yes

    Number of resumes: 63,000+

    Source of resumes: Direct from individuals

    Top occupations among visitors: Customer Service, Management, Operations, Sales & Marketing

    Other services for employers: Assessment instruments, Automated resume agent, Banner advertising, Status Reports: postings & banners

    Member, International Association of Employment Web Sites: Yes


    Become a Certified CFP Today!

    One of the key roles HR professionals play in any organization is staff development. To execute that responsibility effectively, they must know how best to counsel employees on career issues and concerns.

    How do you acquire the expertise to do so? WEDDLE’s is proud to introduce the first-ever certification program in Career Fitness.

    Based on Peter Weddle’s new book, Work Strong: Your Personal Career Fitness System, this program provides all of the training and follow-up support you need to become a Career Fitness Pro (CFP) and counsel employees on both the key principles of career success in the 21st Century and the practical steps that will put those principles to work for them on-the-job.

    The Career Fitness Pro certification also offers two other very important benefits for you:

  • It will set you apart among your peers in the HR field
  • and

  • It will enhance the contribution you make to your employer.
  • In short, this certification will give you career security even in today’s turbulent workplace.

    To learn more, email Peter Weddle at peter@weddles.com or call at 203.964.1888.