I’ve spent much of today trying to put together a blog on Recruitment Advertising. This was the result of several ads I reviewed in the AFR this morning, and a subsequent tweet from a Recruitment Advertising Executive.
Firstly, I have no formal qualification in Marketing or Comms, and I am as guilty as most with some of the garbage I have put out in the market place although primarily due to the confines of organizational guidelines.
Let me start off by stating that many white papers, surveys and research can provide the Top 3 or Top 5 reasons people leave organizations. A useful source of information to formulate your advertising strategy one would think.
So where do I start?
The Numbers. What a bunch of chest pumping this is. We have X number of employees, have over $XB of work in hand. I’m sorry but there are always organizations, competitors with bigger, better numbers than yours. But do they actually mean anything if your employee turnover is at 30% or you wrote down $1B off last years projects? I don’t think so. Perhaps they play a little more importance when advertising in markets where little is known about your company like overseas, but again you are pitting yourself against local organizations and your competitors who have bigger, better numbers.
The Role. The leading reason people leave their employer is because of their manager. But we never sell this in our advertising. How often have you read something along the lines of “The role reports into an inspirational leader, whose passion for her employees has seen her retain over 90% of her team whilst promoting internally…” Never? Thought so. Wouldn’t it be great to hear a little about who you will be working with? I know I would appreciate a little glimpse into the personality of who I would be working with.
Your Duties. Usually copied and pasted from a position description, and if not a few bullet points provided to the recruiter by the hiring manager or client. Here you’re told about what you need to do or have experience in. But rarely do you get the cold, hard truth.
What would you think if you read “you’ll be tasked with turning an underperforming business unit with strong growth and low margins into a high performing business unit maintaining growth while increasing margins by X%. Low productivity, morale, and attendance are rampant and an experienced manager is required to turn this business unit into a highly engaged, productive workforce…” Sounds challenging huh? Wait a minute, another Top 3 reason for leaving your employer… you guessed it. Lack of challenge. So why aren’t we being more honest in our advertising? Is it for fear of perception, or poor ad response? How often do we hear a recent recruit turnaround and say “sorry this isn’t the position I thought I was applying to”. Would this type of approach reduce the number of these types of hires? I think so.
Remuneration & Benefits. Rarely does Remuneration factor into a person’s reason for leaving according to the stats. So I for one, do not believe it’s required. However the Recruitment Marketing Executive I previously mentioned and various Marketing people employed by the various Job Boards will disagree.
Why don’t I believe it’s necessary? Firstly you can’t compare Position A in Company A to Position A in Company B. There will be vastly different issues and challenges, so while Company B pays more than Company A, the role could be polar opposites. This isn’t a car comparison guide. Unlike cars, there are far too many intangibles with jobs to make such comparisons beyond title.
I’ve also experienced many a person take a step back in remuneration (not massive steps backwards) to take on an opportunity with which will provide the environment, culture and challenge they seek. Far more rewarding for them professionally than the monetary component. Thus going back to the reasons why people leave their employer.
Benefits are always interesting. I recently accepted a role without being told one of the benefits was that a comprehensive onsite gym was available with Personal Trainer. I would have accepted far sooner had I known this. If your benefits are unique, you should publicize them.
Much of what I have mentioned above applies primarily to traditional job ads placed in print media, job boards or career sites. With the emergence of infographics such as getajobgram.com (have a chat to @pauljacobs4real) and soon videograms some of what I mention won’t apply, or will it?
I’m sure I missed more…and if I have..well I’d be glad to hear your opinions on Job Ads.