Tag Archives: advert

How to write a great job advert

Real-Business copy

A job advertisement, unless it’s for a well-known brand, is the first impression that candidates will get of your business. It is therefore crucial that your company’s advert makes a good impression at the start of the candidate journey.

The advert must attract quality talent and to do so it must paint an accurate picture of the role, specify the experience and traits you require from your future employee and entice the reader to apply by highlighting what sets your role apart from similar roles at other companies, in order to encourage candidates to make the next step.

The headline

When advertising a job online, consider the job title or simple headline that your intended candidate is likely to search for. This will maximise the chance of candidates finding your advert and attract higher levels of traffic.

The job title being used internally in your business might differ from how candidates would refer to it, or not commonly used in the wider industry. Without a relevant job title, your position might not be found by prospective candidates, or in the event that it is found, confused candidates may click away from the page. Ensure your advert can be found and will attract attention from the people you want.

Don’t recycle

If your recruitment campaign is based on an existing role the easy option is to re-use the last advert which may well have proven successful. Although tempting, the chances are the job and the industry will have evolved considerably. Instead, start from scratch to create a brand new job advertisement that is fresh and contemporary.

Who is writing the job advert?

Do not fully rely on your HR/Recruitment department to create a job advert. Although they can offer valuable guidance on what content will attract candidates, if they are not working in the role you are recruiting for they are only basing the core content on what they believe the role involves.

The prospective line manager should be involved in the creation of the advert, and any input from an employee currently in a similar role will be extremely valuable. This added input will ensure that the advert accurately describes what the role involves.

Build interest

Before you finalise your job advert, consider the reader experience. Your advert should not be an exhaustive list of tasks the role involves; instead, make it an overview of the role itself. It is important to avoid listing too many requirements as candidates who may not tick everything on that list may not apply, meaning you may lose an otherwise perfect candidate.

The advert must engage and excite candidates whilst reflecting company and brand values – ask a number of different people in the business to read it and gather opinions and feedback.

Detail the salary and package

Include a salary bracket in order to attract the right level of candidate for your business. By not specifying salary, you are potentially wasting time reviewing applications from candidates of all levels. Save your time – and theirs – by setting the expectation at this stage.

Don’t forget to detail added benefits that may entice candidates to apply: is there a bonus, car allowance, gym membership, or free parking? Let the reader know by detailing added extras – each candidate is motivated by different benefits.

This is the start of the recruitment lifecycle; getting the initial job advert wrong will prevent a successful and smooth running recruitment process. Follow these steps to create the best possible job advertisement to represent the role and your business.

 

Read more at: http://realbusiness.co.uk/article/27426-how-to-write-a-great-job-advert

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Europe’s Warm Embrace to Advertising

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I understand the importance of a uniform approach for global brands, ensuring the same message, feel and equity is experienced by consumers whether they’re in Bangkok, Bombay or New York. However, on a recent trip to the style capital of Europe Milan, I experienced a global brand that successfully tapped into a region where style and brand are paramount.

As marketers we must not only make our brands inspirational but also accessible to all and in Milan, Samsung has tapped into a demographic you may have never thought possible through some particularly clever use of technology.

The Ambrosiana Gallery in Milan’s Duomo district was once the studio of Michelangelo and displays not only the works of the great man, but precious artwork in a remarkably beautiful and ancient setting. Samsung however, has cleverly added a unique modern twist through the use of technology, integrating smart phone functionality as a means of interpreting the art. Next to each piece is a magnetic/electronic chip that gives visitors more information when they place their smartphones over it.

In this instance it’s about the art that you’re viewing but – to Samsung – it’s about you engaging with the brand and experiencing the technology as a portal bestowing you entrance. For some it’s a revelation and I’m guessing that for many of the visitors who make a point of using the feature, it is just that.

What better way for a brand to show that it understands the consumer than by placing a campaign in a venue that is synonymous with the city’s characteristics and fits the perception of Milan. Samsung not only takes into account the consumer demographics within the city, but also uses a variety of publicly-available information to create a picture of how well-suited the city is to the brand. Beyond Samsung this model is adaptable for virtually any type of product. For a fashion label, I am sure a place like the Ambrosiana Gallery would make a beautiful home for greeting fashion-conscious consumers. A depiction of understanding for the cultural life of cities makes all the difference when analysing whether a brand’s campaign is relevant or not.

You only have to read the stats to know that Italy is a place of adland freedom, with a huge Samsung advert adorning the side of the city’s iconic Duomo Cathedral as it undergoes renovations. Could you imagine Samsung creating something like this in the UK, a Christmas installation in St. Paul’s Cathedral? In the UK, our heritage buildings are fiercely protected and they would certainly lock their doors to a brand’s knock. In Italy however, advertising can be found on buses, trams, buildings in glorious Technicolor lights, allowing brands to speak to their target audiences, even when they least expect it. Rules, whether right or wrong, are abandoned. Brands have a luxury of freedom that they don’t have in other countries.

Italians are I suppose, used to a heavier level of brand messaging. Just look at the production values of national TV (in particular any transmitted by a Berlusconi company). The advertising is plentiful and sometimes even better than the programme being watched! With this in mind, are Italians (or European’s in general) more accepting of consumer electronic brand advertising as they know what they want and their maximum price point for quality products or specific brands?

Subsequently I believe this has resulted in a market where brands are not commoditised and able to sell at a price point that enables a margin and sustainable, profitable growth as opposed to crowded categories with brands trading at a loss and eventually abandoning the category altogether.

Could this be why so many UK retailers have unsuccessfully succeeded in Europe and beyond?

Image credit: Leonard Ambrosiana 

Read the full article at http://www.brandingmagazine.com/2013/11/25/europes-warm-embrace-advertising/

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