Effective Recruitment Advertising Techniques that Attract the Top Recruits
Creating effective recruitment advertising campaigns for professional industries like Family Medicine or Dental requires many of the same strategies as any other type of ad. First and foremost, an attractive subject line, short sentences, and a straight forward call to action. Sometimes people are thrown by the fact that to be effective, recruitment advertising needs a call to action. This might be because they do not necessarily picture their ad being one that sells anything. However, sales is not the only reason to need a person to act even in a recruitment ad the goal is to get people to respond to the ad. In addition to these things here are a few things to keep in mind when placing recruitment ads.
Creating an Effective Recruitment Advertising Headline
In order to get people to read your ad, the subject line has attract attention. Start by deciding what are the most appealing things about the position. Is there anything that is a stand out from other opportunities like it? Perhaps your company has won many awards in it’s field, or the atmosphere of the company is really what draws people in. It may also be help to name drop, or be funny as they are all great way s to draw attention and give some understanding to the type of atmosphere the company has.
Headings and Placement
Placement of your recruitment advertising can also play a big part it getting the more attention. For most publications ads recruitment ads are placed under the appropriate heading or category so that they are easily found by the targeted audience. In some cases where there may be a ” gray area” as to what type of job functions are being performed , it may be possible to list your ad under multiple headings. Something else to consider is when possible, request to have your ad placed in the upper right hand corner of the ad when running in the newspaper. When people read their eyes naturally go from top to bottom and view the right page first. Some publications will allow this and others do not do to category restraints, but in most cases it is worth it to ask, or at least open up conversation with your rep about other suggestions that they may have. ” Vista Community Clinic has worked with Russell Johns for several years now and it’s been a pleasure. They are extremely helpful with creating and reviewing our ads and ensuring there is no gap in our advertising. We appreciate the many suggestions they offer us for new ways to reach our candidate audience. ” ( Carol Camarda, SPHR, Chief Human Resources Officer)
Be Clear about How and When to apply by
Giving detailed information to applicants about how to submit their resume and when they should be submitted by is one of the first ways to stay organized with the application process. Make sure to double check that any dates also match up with when the ad will be running and the location it needs to cover. Believe it or not, this is something that is easy to forget about because updating dates and location is something that advertisers can easily forget about if plans change or if the recruitment process is delayed or takes longer than expected. Double check contact information as well and consider creating a email address or forwarding option so that you can route applications to the appropriate people easily or into one specific mailbox to create a smoother process all around.
Write for your Audience
No matter what the intent any type of advertising or marketing material needs to be written first and foremost with the audience in mind. Try and visualize who you think the ideal candidate is, what type of person they are and what things might appeal to them. It is helpful to take time to consider what they are looking to see and what would be most appealing to them. While you do not have to include every detail, it is necessary to give a short detailed description of the job and the requirements of the duties as well as some basic understand of the hours involved and benefits that may be received. Leave out anything that might seem vague. This will increase the likelihood of of unqualified applicants. If you expect that people may have to relocate for the position consider including some additional information, like the most popular reason people might consider moving to that location. There is no need to over indulge including these things can help your opportunity to stand out from others of similar vocations or opportunities.
Effective recruitment advertising somethings about the job and or company that make it stand out from all the rest. It is also important to keep in mind that what might appeal to you may not be the first thing that appeals to someone else. It is important to consider that different age groups have very different priorities when seeking out employment. For instance younger applicants have different values than older generations and tend to prioritize a work/life balance much more so that someone from an older generations. Millennials are also the most educated generation ever so including detailed information on salary, and retirement benefits are important to them also.
Multi Media and Professional Resources
Posting your ad on multiple forms of media. It can be helpful to post your recruitment ads on multiple sites to give yourself the best advantage to catch the top applicants where they are! Keep in mind professional careers like Dentists and Doctors also have their own professional job board services as well. Professional job boards provide a credible environment for professionals to place recruitment advertising and to find highly skilled employees from within the field