| Writing the Job Ad: What Do Candidates Need? |
There are thousands of job ads posted each day. And, in this era of high employment, you need something to set your ad apart from all the others to attract the candidates you need.
The Key
Think like a prospective candidate, not a recruiter. What is it active job hunters look for when they turn on their computers? What do the passive ones look for? What really matters to them?
If you can answer those questions someplace in your job ad, chances are it will not only be found, but, found by the people who want to work in that particular job.
The Postings
Web-based postings - whether they are on your site or on a massive jobs site - are different than newspaper ads. Space isn't limited. Use that to your advantage and include as much information as possible about the job. Doing this helps weed out those who don't have the exact skills and who aren't all that interested in your industry. And, it works to entice those who are interested.
For instance, read this job posting:
Position: Database Administrator
Skills Required: DB2, SQL Server, AS400, FOCUS, People Soft, LANSA
Provide technical and organizational leadership regarding the development and implementation of Database systems. Ensure the reliability, availability and performance of the various application [sic] in the production environment. DB2/400 (AS/400 database software), Focus, SQL Server. 3 or more years experience as a DBA with MS SQL SERVER and/or DB2/400. Proactive approach to maintaining database service levels.
While it gives an idea of what skills and experience someone needs, it doesn't say much about the job itself. For instance: what exactly does organizational leadership mean and entail? Will the person be working as part of a team of database developers, alone, or with those who need to use the database? What is the company like to work for? What kind of people work there? What is the database used for and what does the company do? From what industry would an applicant be most successful?
While it is possible the above ad could generate someone's interest enough to send a resume, it doesn't provide enough information to let you assume that the resume-sender is actually interested in pursuing this. Maybe he's just sending resumes out to all database administrator openings.
Now, read this one and notice the differences:
We have an immediate need for an EXPERIENCED Senior Database Administrator (DBA)/Architect with strength in one or more of the following Relational Database Management Systems: ORACLE, SQL Server. Work experience with the most current release of the database(s) required; database tools experience a plus; performance tuning; setup and trouble-shooting ability required. Strong Logical, Physical and Conceptual Data Modeling experience highly desired. Exposure and/or experience with Data Warehouse, VLDB, and/or E-Commerce environments also a plus. Strong Communication (written & verbal) and presentation skills will be needed.
Additional Information: Will be an active team member on a variety of progressive technology projects. Platforms will vary but will include Microsoft or Unix components. Type of work should fall in the Data Warehouse and E-Commerce practice areas. Will also participate in sales activities by providing technical expertise in meetings & proposals. Involvement in Architecture assessments (software & hardware) may occur.
The company offers a very competitive salary and an outstanding bonus plan, the choice of various insurance options, fully-firm sponsored Retirement Plan (w/investment options), 401K (w/matching, investment, loan features), Tuition Reimbursement and Lap-Top issue. We promote based on performance and merit and have a true career path where an employee can grow technically, as well as, professionally. Training is a large part of our career-plan, with courses offered internally and with various vendor-related, IT tool product companies.
From the above description, the job hunter knows exactly which industries are most closely related to this position and probably realizes that if her experience is with a hospital patient database, there may not be a terrific match. But, she also knows additional duties she'd be performing - and, what she'd get in return.
Note too the use of synonyms - administrator/architect. Not all database people have the same titles. And as new positions are created, so too are new titles. Make sure the titles you use are either standard or that you provide reasonably synonyms. For help, see a nifty little tool called WordNet Search.
What Goes in the Ad
If you are a corporate recruiter there's a good deal you can do to make your ad appealing. If you are a third-party recruiter and need to keep your client's name confidential, there are still ways to be informative. Describe the general locale and size of the company and the benefits and perks it offers.
List the minimum education, experience, and skill levels that are acceptable, if they are important. Point out any special criteria such as travel or relocation that would immediately keep applicants unwilling to that from applying. For the job - just as the second ad mentioned the need to be a skilled presenter.
Try to highlight your company's products, locale, lifestyle - any advantages that can give you the competitive edge when trying to grab those highly qualified candidates. By giving more information about your company, you may attract prospects who otherwise would have been uninterested in your job listing.
Peter Weddle, of the Weddle Newsletter says, "the best job postings offer a complete and compelling description of an employment opportunity. They are not so long as to be boring, but long enough to both inform and sell the reader. Further, they use vocabulary and images that grab, hold and persuade, not the mind numbing language of most job descriptions. In short, print classifieds work like an elbow to the ribs, whereas good on-line job ads raise goosebumps."
If you can't achieve goosebumps, at least achieve completeness. |
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JENNIFER
HICKS / E-cruiter.com |
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