Great Job ads


Fundamentally, the message that one sends out through the medium of recruitment ads has evolved from just merely informing (with basic details) candidates, to explaining and showing a prospective employee the path to success and how he or she stands to benefit in more ways than one, if he or she applies to the ad.

The primary difference between the UHP (Unique Hiring Proposition) or the GEP (Good Employer Proposition) now and 20 years ago, is that earlier, companies used to put out ads which used to look like tender notices. These ads would contain the job description, the profile of the person required, and location of the job, the compensation, and details on how to apply. The basic idea was that companies were announcing their vacancies. These ads also got responses, basically because there is no dearth of people who will respond to a job ad.

The only difference was that the kind of responses these ads galvanized would be only from those who were keen on joining the company, irrespective of whether they had relevant experience or not. However, now that it has been validated competitive advantage comes from the quality of people as companies are talking to people as equals. They are not ‘talking down’ to them. In fact companies are also trying to reach out to passive job seekers while trying to position themselves as good employers.

This signifies a major attitudinal shift for corporate India. Earlier employers were not bothered by what candidates thought about them. But today, it has become imperative for an organization to sell itself as an employer of choice. Thus the major change has taken place in the approach to recruitment advertising.

A decade ago, no one cared, and therefore no one bothered to hear out a candidate and actually understand his/her expectations from the prospective organization. But now that candidates with relevant talent have become scarce, the obvious plan of action is to find means and ways to attract them towards the firm and then ensure that they don’t move to competition. In doing so, one has to ensure that one carves a favorable image of oneself.

Now coming back to what do candidates want from a job—there are opportunities in every organization. What one needs to figure out is whether the organization is conducive enough for one to seize these opportunities. It’s like marriage. And that’s what candidates should be looking for in a organization. The organization philosophy and how much does it get along with the candidate or vice versa.

It is essential to ensure that the organization knows exactly what the candidate desires and offers it to him / her. So if a candidate aspires for something and that particular factor is highlighted in the recruitment message, it is more than likely that the candidate would be eager to apply. The challenge offered by the assignment / project and an opportunity to develop one’s skills, as well as being given the opportunity to work on path-breaking projects / mission critical assignments, are some of the key aspects that most candidates look out for in a recruitment ad.

A Great Job AD:

Some of the more successful job ads seen in recent times include that of companies like Infosys, Mastek and iflex. These ads click because they appeal to a candidate’s aspiration. Over a period of time, employers have by trial and error discovered specific triggers that induce candidates to pick one job offer over another. This is clearly visible in the language used in the ads and the overall approach used in inviting candidates to work with an organization. One recent tactic that has emerged in recruitment advertising is the ‘case-study’ approach, where companies present high-fliers who have ‘grown’ in the organization. The objective of this method is to help a job seeker identify with the people featured in the ad.