Recruitment advertising is like panning for gold. Use the incorrect technique or pan in the wrong location, and you'll likely end up sifting through too many applications and overlooking the hidden gems. But do it properly, and you'll find the sparkling candidates you seek.

It's important to remember that recruitment ads are similar to other forms of advertising. The vacant position is the product and the job seekers are potential customers. Your goal is to effectively communicate what makes the opportunity to work for your company different and better than the opportunity in the next column.

Like mainstream advertising, a good job ad should: a) attract the attention of your intended audience; b) hold their interest by establishing relevance and meaning; c) create desire ("Wow! This opportunity is too good to pass up!") and finally, provide a way for the audience to take action (respond with their application).

Here are some helpful tips for creating effective job ads:

Keep the information organized. Busy job seekers will rarely spend more than a second or two scanning your ad, so make sure the message is clear and concise. Don't mix job description, qualifications, benefits and contact info together in one block of text. Instead, use subheads, bullets and different type to communicate effectively.

Make it personal. Your message should be written in a friendly, conversational tone that conveys how approachable your company is. Speak directly to the reader and they will be more likely to picture themselves working for you.

Tell readers about the opportunity, not just the position. Readers should immediately recognize what's in it for them. It is essential that your job ad goes beyond mere salary and benefits to include the unique selling points of the position.

Include key words that will grab attention. While a job ad should not exclude readers by using too many "insider" buzzwords, it is important to incorporate accurate and descriptive key words that will increase the likelihood of qualified candidates finding your ad in an online search.

Provide an overview of your company. Remember, you want to sell the idea that your company is a great place to work, so be positive in describing your culture -- including people, products, services and values. It's important to express what makes your organization unique from the competition.

Don't get hung up on titles. Instead of worrying about using the exact internal job title (often confusing or misleading), it's more important to be descriptive about the position so that candidates can recognize how their qualifications fit the role. If you are posting your ad online, use titles that will be searchable and easily findable.

Avoid exaggerating. Clever candidates will see right through exaggerated language that tries too hard to push the position or oversells the company ("Is it really too good to be true?"). Embellishing is a turn-off that discourages people from applying, so don't go overboard with the superlatives.

Include clear submission instructions and contact info. A prospective candidate should never have to hunt to find how, when and where to contact you. Ensure your ad states precisely how you want résumes (electronically or by mail), the deadline for submissions and the person who is receiving inquiries.

Flip through the pages of this newspaper section, and you'll see that there really is no such thing as a one-size fits all formula for creating a perfect job ad.

However, one thing that the best recruitment ads have in common is that they will snag attention and generate interest from high-quality candidates. Creating a good ad will not only save you valuable time and money, but ultimately, it makes your company's ability to recruit and retain top talent as good as gold.

-- With reporting by Barbara Chabai

John McFerran, Ph.D, F.CHRP, is founder and vice president of executive recruiting with People First HR Services Ltd. For more information, visit www.peoplefirsthr.com.

RESEARCH:

http://www.employmentmetrix.com/blog/2009/06/how-to-create-an-effective-job-advertisement-.html

http://www.recruitersnetwork.com/articles/article.cfm?ID=1361

http://www.workforcecentralflorida.com/docs/Save_Time_And_Money.pdf

What to avoid

Although there are always exceptions to the rule (creativity does make the message stand out), a job ad should generally not include:

1. Too many words (text-heavy ads can be a real turnoff).

2. Overly designed graphics (too distracting).

3. Extravagant layout (slows down the reader).

4. Strange-looking or overly fancy font is too difficult to read.

5. A coloured, patterned or picture background with text printed over top.

6. A headline that is too obscure or clever.

7. Too much technical detail about the job or the company.

8. Too much emphasis on the job and not enough on the person.

9. Uninspired, boring descriptions of the ideal candidate.

10. Coded or idiosyncratic buzz words that only a small percentage of readers will get.

Source: http://www.businessballs.com/jobadvertswriting.htm

Republished from the Winnipeg Free Press print edition July 10, 2010 I2