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Love letters to ideal future employees
I think of employment ads and descriptions as personalized letters to ideal candidates. Trying to screen out inferior candidates is useless at this stage: they are desperate and will apply no matter what I write, whether they have the credentials or not. I concentrate all my attention on the person who will love the particular job and whom we will love as a co-worker.
The goal of a good employment ad is exactly the same as the goal of any advertising--it's sales. An employment ad should sell an employer and a position. I want the ideal candidate to feel that I am describing a position that is perfect for her. In The Little Blue Book of Advertising Steve Lance and Jeff Woll write: "successful advertising appeals on a one-to-one basis. Personalize it." The same principle yields improved results when applied to employment advertising, whether it is in print, on websites, or on free college career center sites. Since we began publishing attractive, individualized ads, our responses have increased both in quality and quantity.
Know the candidate
What's in it for me?
I also ask closely related co-workers what they like about the company or their jobs. These conversations take time, but they rarely fail to produce new and useful insight. The Little Blue Book of Advertising tells readers to find their difference: "You would never go to a singles club to sell yourself as ‘just like everyone else.' Why sell your brand that way?" Each of our businesses has several distinguishing characteristics. For example, we were searching for a new hotel general manager. The hotel was newly renovated and the general manager of its sister property was an extremely outgoing, supportive, and experienced individual. I therefore highlighted both the renovation and the mentorship capabilities of the other general manager in the description.
Sandwich Duties between Advantages
The proper place of qualifications and responsibilities
What's in a name? That which we call a rose by any other name would smell as sweet (not!)
The Black List
Re-thinking employment ads as love letters to ideal candidates is not about getting romantic: it's about knowing whom you are going to love as a co-worker and showing them what they are going to love about their new job. High-achievers have their choice of employers. Love letters help increase the chances that they will choose you.
Nektaria Hamister is Corporate Director of Communications at The Hamister Group, Inc., a rapidly growing assisted living and hotel management company. Feedback can be sent to her at firstname.lastname@example.org
About The Hamister Group
The Hamister Group, Inc. celebrates 30 years of excellence in assisted living and hospitality management. The company operates hotels, assisted living facilities, and a home health care agency in the eastern United States. All companies managed by The Hamister Group are committed to exceeding customer expectations every day. For more information on The Hamister Group, Inc. and its affiliated companies, visit www.hamistergroup.com
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