We host a Facebook group that shares jobs with job seekers which you can find at https://www.facebook.com/sunny.coast.jobs In our dealings with employers we get very differently crafted adverts with some penned by gifted communicators and others clearly missing the mark. This article is targeted at adverts posted to Facebook although you can apply it to and avert or space.
FREE STUFF: Before we begin if you have a job to share
then please return this form to us
https://www.sunnycoastjobs.com/documents/AdvertSubmissionForm.docx
I.D.E.A is a simple mental template to help you get the best results out of your adverts. Obviously we are focused on job adverts so we should point out that “best results” doesn’t mean the most applications. There are going to be different times where you want many applications and others where you only want a specific type of candidate to apply.
Well onward…….what is this all about then?
- Interest
- Desire
- Energy
- Action
Interest:
What about this job advert post is of specific interest to a person? In terms of a job advert would it be best to lead with the job title or put it on the last line? Perhaps the advert is pulling in an image from a web site or post that contains the job title but is that the first part of the post or after the initial text see more… ?
We all have natural filters when processing information. In terms of job adverts the title “PHP Software Developer Job” would draw my attention but “Registered Nurse Job” would be instantly discarded.
The most immediate of statements should appeal to the most valid of candidates. Valid: Doesn’t waste the time of the candidate nor the employer.
If an advert states: “We have positions for labourers, forklift drives, trades and transport workers” then the response is going to be of poor quality. Labourer? Was that construction, manufacturing or yard work? Forklift? Was that reach truck with white-goods experience mandatory? etc.
Interest: Always lead with a specific and valid job title, don’t be shy to append the word “job” to the title. Bear in mind the FB user isn’t going to just be searching jobs so your post is in between things like a picture of a cat and Auntie Karen’s latest whinge.
Desire:
At this point you are talking to the right talent because you already imposed a valid filter/title. Picture these two opening sentences:
“We need a PHP dev ASAP”
vs
“Are you looking to be rewarded for growing your PHP skills in a relaxed but goal orientated environment?”
These 1-2 sentences at the start of your advert post are the difference between cultivating desire and being scrolled past. Remember it only takes a few characters when the viewer has to do the work of clicking the “See more…” link (Yes that is work – you can never assume the device being used, time frame, network speed, etc).
Also bear in mind that some people interacting with the advert are not the job seeker but just someone who thinks it might be a fit for a friend or family member. Interest and Desire are two key points to consider for this group of visitors. Taking this further if the advert is in a group/page/space that cannot be accessed by the the person it is sent to is there enough detail in the advert for the recipient to respond? (HINT: “DM me to apply doesn’t cut it)
Energy:
This is where you balance the needs of the visitor with the requirements of the job by energetically crafting your words. Don’t get me wrong there are going to be some pretty dull parts of some adverts because there are required skills that need to be listed so as to not waste anyone’s time. Now that you have a visitor’s interest and desire, particularly in the opening paragraph write honestly and with excitement so that the reader will be enthusiastically informed about the job.
“We are a fun software development house that has established SaaS products that we maintain for our clients. We pride ourselves on continual learning and professional development which is enjoyed by our team and respected by our clients. Every team member has a voice in the direction and development of our platform so that the best ideas become great software”.
Action:
By far the least employed but most required and effective part of the process (if the candidate got this far). I’ve seen entire Facebook posts that read:
“We are looking for labourers”
Action is telling the candidate the process or processes by which they can migrate from outside your network to being employed by you. Further people have doubts and expectations – you need to expect that and provide a mechanism by which those needs can be addressed.
Action statements in order of effectiveness:
- “We are looking for labourers – DM me” (Yuck)
- “Click the link below to apply”
- “Apply today before this role is filled using the link below!!!”
- “We want you to take the next step ASAP! You can apply using the link below or email jobs@sunnycoastjobs.com if you have any questions, big or small, then drop me, Sally Manfredjensenjen, a line on 0444 999 888 – I can’t wait to hear from you”
Whilst this is directed at job advertising there is no reason why you shouldn’t apply the same toolkit to any post or article where you want to sell something be that a job, an idea or a product or service.
All the best with your job advertising. If you have a role at the moment then please use the form at the top of the page to let us help you.
About the author:
Piers has been working in the Recruitment industry since 1991 and living on the Sunshine Coast for nearly a decade. He is involved in a number of ventures either as a contractor or equity partner that are aligned with employment, recruitment, software development and the promotion of the Sunshine Coast.
Leave a Reply
You must be logged in to post a comment.