'From Both Sides of the Desk'
ISSUE NO 2 - MARCH 2004
We hope you enjoyed our first issue of; 'From Both Sides of the Desk - Newsletter', and found it of interest. As we mentioned last month, this newsletter is a result of positive feedback from our published book ('From Both sides of the Desk'), and as a value added service to our clients, we are delighted to share with you, excerpts and tips from the book in a regular newsletter. This service is, of course, totally complementary and without any obligation.
'From Both Sides of the Desk - Newsletter' - is designed to assist you in improving and enhancing your recruitment skills and the subsequent performance of your associates.
We welcome all comments and feedback and remember that:
PEOPLE ARE YOUR GREATEST ASSET
Kindest regards and successful recruiting
Roger W Hilton
Recruitment Advertising - Casting the net as far
and wide as possible
Whether you design and place the advertisement yourself, or use the services of an advertising agency or recruitment consultant, the following information will help you to understand the important aspects of print media advertisement construction.
There is probably no more effective method of reaching people than by advertising in popular publications and increasingly, on the Internet. Advertisements can be focused on a specific target group or directed at a broader population. Well-composed advertisements will usually elicit an immediate response.
Recruitment advertising should be seen as an investment, not simply a cost. Additionally, it provides an opportunity to display your company to the many thousands of readers. Therefore it is imperative that the style and content of the advertisement reflect the company image you would like to project.
What are the benefits of advertising?
Job seekers generally fall into two categories, the unemployed and the browsers, who already have employment. Advertisements are designed to quickly reach as many as possible of both groups. Others, who may pass on the details to friends or colleagues, will also notice them.
What makes a good advertisement?
A good advertisement is one that makes a connection between yourself and the job seeker. It will accurately transmit the message, and generate the desired response from appropriate candidates within the exposure time.
Note: it is worth mentioning that holiday periods, long weekends, political events, and even a rainy Saturday may affect the response.
How do I design an effective advertisement?
Before you can compose an advertisement which will get results, you need to:
-
Fully understand the Key Hiring Criteria (KHC) for the position. (KHC will be covered in a later issue)
-
Know your target group(s). (Don’t overlook your own employees)
-
Select the appropriate media.
Effective advertisements usually take into account the following:
-
Location/positioning
-
Format/layout
-
Heading and captions
-
Body copy
-
Possible use of graphics
In the western world it is estimated that each of us observes between 2000 and 3000 advertisements per day, from print, television and radio media. At least 20 percent of these are ineffective, due to one or more of the following:
Some further interesting facts about advertising:
Research suggests:
-
CAPITAL LETTERS are 30 % less readable than upper and lower case letters.
-
Black headings are 70 % more effective than reverse.
-
That serif typeface is five times more readable than sans serif.
-
Justified margins are nearly twice as effective as ragged right margins, and seven times more effective than ragged left.
-
Lines should be about 40 characters in length.
- A Recruitment Thought for the Month -
'When you hire people who are smarter than you, you prove you are smarter than they are'
R H Grant
'From Both Sides of the Desk' - written by Roger W Hilton and Les Brandis in a unique style, that allows both the employer andjob seeker to simultaneously look over each others shoulder - allowing each to better understand the motives and strategies of the other. . . . read more >>>
Roger W Hilton
Principal
Hilton Consulting Group P/L
Ph: (02) 9957 1513
Fax: (02) 9954 4528
|
