If earlier one often heard complaints about the difficulties in finding and attracting top employees and exclusive specialists, now there are more and more difficulties with linear and mass personnel.
Therefore, we should ask ourselves the question of what kind of information will attract the attention of candidates, encourage them to come first to the meeting, and then to work for the company. To attract a wider range of applicants, HR should work with hiring diversity in the workplace. Diverse job boards are always at the top for HR.
It is far from always easy to guess which factors will be attractive to people who are very different from you in terms of education, type of work and its nature (for example, manual workers). There are several effective ways that, with a high degree of probability, will allow you to understand what factors will attract a candidate. Consider several stages of attracting candidates and the technology of work on each of them.
Recruitment at the stage of vacancy announcement.
It is quite obvious that in mass selection we are not engaged in “headhunting”. When looking for line personnel, we always start with a vacancy announcement in various sources (we will consider them in detail in the “Sources of Search and Attraction of Personnel” chapter, and we will also analyze the specifics of the announcement in relation to each specific case). Now we will consider the universal rules and techniques that will make the announcement the most effective.
Attractiveness of the offer
The announcement should indicate exactly those factors that are most significant and attractive for this particular category of candidates. If you give too much information, some of which is of no importance to people, then there is no focus on the aspect that is significant for the candidate, and the announcement for him becomes just one of many. If the factors that are most prioritized for the desired category of candidates are not indicated at all, then the announcement will not attract any attention at all.
How to determine the factors that are significant for candidates? Consider the most affordable way. It will take time, but it will give you the opportunity to better prepare the announcement and less improvise when you first contact the candidate by phone. Conduct a survey among the employees of your company, and select for research those who occupy positions similar to those for which you plan to consider candidates.
Brevity is the soul of wit
Try to make the announcement as short as possible and at the same time capacious. An overloaded ad is difficult to read, often there is no focus on significant points. All job requirements must be factual (forklift rights, knowledge of 1C, etc.). I know from experience that it doesn’t make sense to overload ads with subjective personal characteristics (disciplined, responsible, sociable): most people tend to evaluate themselves too positively, so such formulations do not function as a filter, which means they are redundant.
Bright and specific wording.
When a person is actively looking for a job, they tend to use several different sources and view a lot of ads. That is why it is important that the announcement catches something, stands out clearly from the crowd. Try to choose bright and specific wording. For example, the phrase “A booming distribution company invites …” will be more effective than “A distribution company invites …”. And “A unique full-cycle production (only twenty-four plants across the country) invites…” is better than “Production company invites…”. There are also very creative solutions: “We are looking for a super sales manager.” Such an announcement (for young employees in the field of sales or creative activities) will certainly attract attention and be remembered.
Consult with a designer or IT specialist who knows the basics of graphic design on how best to design an announcement. It is necessary to draw maximum attention both to the vacancy in general and to the key attractive factors in the ad itself. Of course, we are talking about a printed publication or a banner, and not about a site with a given form, where information about the vacancy and conditions is simply entered.
Interesting job title.
At one large retail company, changing the job title from “salesperson” to “sales floor consultant” doubled the number of responses and significantly improved the quality of resumes and candidates. In one food manufacturing company, the name “warehouse operator” instead of “loader” was a significant factor in increasing the attractiveness of the ad. Naturally, one should not go too far and call the cleaning lady a “cleaning service manager”, but for many candidates (especially those for whom Russian is their native language), an attractive and more prestigious title is a real competitive advantage. This is the usual need for status, prestige and recognition, and (for especially advanced and proactive ones) concern for a more effective line in the resume.
Benefit is the benefit and/or pleasure that the candidate will derive from the characteristic. It is worth focusing on the benefits that a person will receive due to the advantages of the company. For example: “In this segment, there are only three such large federal networks as ours. The scale of the network gives you several opportunities: career growth, the possibility of moving to another region and city, a wide circle of contacts. In addition, it guarantees a higher level of stability. And, of course, working in such a large network is prestigious, and you will get an excellent line in your resume.