More often than not, help wanted ads are a litany of "we need" assertions from the employer. Though listing these requirements is important, advertising the requirements alone fails to show potential employees what's in it for them.
Find the value in the job that will attract the best candidates.
What might make them want to apply for your job? The field is highly competitive. You want top talent, and to get top talent you need to be a “top prospect.”
Consider what makes your company distinctive:
- What awards has your company won?
- What does your location offer in terms of entertainment, educational and geographic benefits? Are you near the ocean, a big city with great restaurants and theater, shopping and good schools?
Consider what makes the job stand out from other openings:
- Is there room to grow and learn?
- What incentives accompany this position, e.g., opportunity for travel, chances to do important and noteworthy journalism?
- Is your company part of a larger organization with a good reputation?
The examples below reflect an ad a company posted and the responses it evoked. When we worked to rewrite the ad with more action-oriented and compelling copy, the viewership and applications tripled. We have edited both versions slightly to protect the identity of the actual advertiser.
Version 1:Our company is looking for an experienced journalist excited about stories and the diverse opportunities for telling them on the Web.
The job responsibilities include everything from writing a two-sentence news bulletin to editing video to conceiving and designing multimedia presentations.
JournalismMedia.com is the award-winning portal to the famous Journalism Media Company.
Requirements
Candidates must have a strong grasp of the old fundamentals: sharp headline writing and copy editing, a deft touch with design, speed and efficiency on deadline, and a native curiosity about where they live. And the new-media fundamentals: HTML, XML, CSS and Adobe Photoshop. Experience working in a data-based environment using Web admin tools is a plus, as is experience with Adobe Go Live and/or Javascript, Final Cut Pro and Macromedia Flash. Hours vary; weekend shift is likely.
(This version of the ad was viewed 271 times and resulted in one application.)
Version 2:Do you want more than “just another job?” Have you been looking for that ideal opportunity that allows you to invest your time in journalism, learn new things with top journalists, do your job daily in the brilliance of the tropical sunlight and know at the end of your day that you have contributed to something great?
Journalism Media Company has the integrity, commitment to journalism and focus on our audience that make your job a valuable part of our mission.
Our dynamic site, JournalismMedia.com, needs your creativity and passion. With your strong grasp of these basics:
- Sharp headline writing and copy editing
- Experience meeting deadlines
- Strong curiosity about your community
- HTML, XML, CSS and Adobe Photoshop
You could win yourself one of the best moves in your career! Work for a top-rated media company just minutes from the best beaches in the country. Know your daily work contributes to the value of independent journalism and reaches our rich audience with relevant, exciting and diverse reporting that you will do on the Web. We want to talk to you. Don’t wait. We offer excellent benefits, a strong compensation package and a special work environment unique to this industry. Make a difference, in journalism and in your career.
(This rewritten version was viewed 911 times views and resulted in 25 applications.)
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This is a good point. Many job ads do little...
