Advertising a Position

Ideal Situation

• To attract largest number of qualified people - who will accept if offered
  • Job description provides suitable summary
  • don't want people applying who are qualified but not interested
    
• Do not want large number of unqualified
  • waste of their time and yours
  • company policy or Government regulation may insist on replies to all
  • however, someone unqualified may be suitable
    
• Want to make sure best qualified do apply
  • may not be interested unless motivated
  • conditions may have to be modified to attract them

Constraints

• Company image
  • respected, wellknown, small, friendly or ?????
  • quality conscious, green
  • growing, downsizing, restructuring
    
• Nature of job
  • boring or exciting & challenging
  • hazardous or safe
  • stressful or simply innovative
  • poorly paid, negotiable, superannuation, perks
  • career prospects - stable company - training record?
    
• Physical environment and location
  • big city, suburb or country; easy transport, shopping, housing
  • noisy environs or job site; uncomfortable conditions, claustrophobic
  • polluted - noise, chemicals, fumes [asthmatic ambulanceman recently died having been posted to a cotton growing area - his doctors said he shouldn't go there]
  • scope for children, families, education, medical facilities
    
• Policies
  • company - EEO, fostering research, initiative, social life, childcare
  • government - restrictions, available finance, export markets, subsidies
  • union - closed shop, megaunion, enterprise bargaining, contracts

You have to decide whether or not to face these constraints and refer to them in the advertisement, or in the interview, or to hide any negative features - emphasise the positives? Will prospective applicants know about these features - will they hold it against you if you seem to be dishonest? Will you be in an embarrassing position if they later leave and take legal action? Will you miss out on qualified, suitable applicants if you do not mention the positives?

Criteria for Selection

• Need to attract best person for the job
  • one who meets job description
  • one who meets job specification
  • this is sole criterion in many public service jobs and has to be justified
    
• Need to look for teamwork role
  • if a member of a recognised team, need a replacement
  • if no recognised team, may be opportunity to find team player
  • look for complementarity with other staff members
  • look for complementarity with other peer managers
    
• Need to look for personality fit
  • need to replace with someone who will fit in with others
  • may be same type as others or previous incumbent
  • may be different type is needed
    • to break a cycle
    • to stimulate
    • to provide competition
      

The first criterion is more easily assessed than the latter two - but often, they are of far more importance - the best qualified may not fit in, may not be a team player. Someone less qualified may end up being more productive because she/he fits in better. 'Tis all a bit of a lottery, but being aware of these factors will increase your chances of success.

Sources of Supply

• Past efforts
  • with different sources need to be recorded
    • keep track, however briefly, of all your recruiting
    • always ask applicants how they heard about the job
    • which had highest success rates [versus cost?]
  • 75% of jobs filled are not advertised? Has this happened for you?
  • physical walk in, phone, letter
    • do you have a policy?
      • examine them seriously, even if you have no vacancy
      • always refer them to a suitable manager
      • let the secretary/receptionist decide to reject
      • put them on file - a retrievable file, not lost in a corner somewhere!
    • do all staff know about it?
      
• Internal
  • must know your assets - use human resource inventory
    • preferably on a database, maybe a card file, not in your head
    • talk to staff, ask them to fill in a simple form
    • include all staff - you never know when the lowest paid who can speak a language other than English [LOTE] may get you that big contract!
  • develops company knowledge base, multiskilling
  • is this part of your known company culture? ie, training & development
  • career development and staff retention
  • promotion
  • restructure
    
• External
  • permanence
    • temporary/part time
    • casual
    • permanent
  • experience/training
    • how much do you expect from non-permanent?
    • how much will you give them?
    • What can you promise to permanents/
      
• By referral
  • inside source
    • will know requirements of job
    • will know teamwork or personality fit required
    • may have no selection/interview experience
    • source may have vested interests?
      
  • outside source
    • will probably be more objective
    • may not know personality fit required
    • may want to get rid of somebody!
      
  • other sources - will depend on level of job
    • public & private agencies
    • head hunting
    • educational institutions
    • professional associations
    • advertising

Advertising

Required response rate

expect many for non-managerial

expect few for high managerial or specialist

prepare selection process with these in mind

Budget

Recruiting advertising needs to be planned as part of the overall advertising budget

Does not come cheaply

Reason why you need a check on previous performances in the media

Location

• Company noticeboard or newsletter or sign outside the door
• Local, state or national papers -
  • Classifieds
  • large ads
  • blind ads [company name not revealed]
• Radio, tv
• Professional, industry, association newsletters, magazines
• Employment agencies
• Internet -
  • newspaper classifieds go out this way
  • do you have a web site?
    • can be useful
    • can be costly for small return
  • will the people you want be reached this way

Wording

1. Summary of company
2. Desirability of job?
3. Summary of job description & specification
4. Pay?
5. Negative advertising - say the worst to get attention?
6. Telephone number and address for further details of job
7. Closing date

Graphic design -

Depending on source and location and level

Company name & logo - develop one if not already in use

Standardise advertisements so always recognised easily

Standardise letters, invoices, receipts for same reason

Size of print and font

Bigger the better - and the more expensive!

Vary according to nature of job

Go to Advertising Samples

Go on to Picking the Chosen Few

Return to Selecting Staff

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