How to write a good job advertisement

The design principles of recruitment advertisements are basically the same as other advertisements and should comply with the AIDAM (Attention, Interest, Desire, Action, Memory) principle. Namely: the principle of attracting attention, the principle of generating interest, the principle of stimulating desire, the principle of taking action and the principle of leaving memory.

(1) The principle of attracting attention

A good recruitment advertisement must be able to attract attention, which requires the advertisement to use a unique and distinctive format, length, title, Only by designing fonts, colors or patterns, and matching them with appropriate media and advertising spaces, can you achieve good results.

For example: Sincerely accept talented people and create great achievements; do you want to join a successful international company? Join this dynamic team? Opportunities for your career development – ??join?! ;Do you want to improve yourself? An opportunity to improve yourself is before you, seize it with ? .

There is a recruitment advertisement with a picture of an eagle. Above the picture is written: Flying requires a wider sky. Under a group of wild geese it says: Spread your wings and fly, looking forward to your joining! Such advertising slogans are very attractive.

(2) The principle of generating interest

If you only make people pay attention to you but fail to generate interest, it will lose its meaning. In order to make the audience interested on the basis of attracting attention, it is necessary to design points or aspects that can arouse people's interest. For example, the language expression should be vivid and vivid, and sometimes it is necessary to bring some humor.

For example, there is a TV recruitment advertisement: it describes a deliveryman riding a motorcycle to deliver goods in bad weather, but he ran into heavy traffic. So he took detours and used exaggerated and superb driving skills to deliver the goods to customers on time. At this time, the narration sounded: When we find such an excellent employee, we will never let them go. The next scene was that the deliveryman's motorcycle tire was wrapped around a telephone pole with chains. Because the deliveryman didn't know it, he still increased the accelerator and rushed forward. He was pulled down by the recoil, and the whole person just fell into a prepared trap. In the truck compartment. Then the car door was closed and he was carried away as if he were a prisoner. The final scene shows the deliveryman smiling in a company uniform. The humorous and exaggerated plot makes people smile. This advertisement not only accurately describes the company's desire for outstanding talents, but also reflects the sympathy for talents.

There are also many wonderful examples of newspaper advertisements, such as: wonderful, perfect interpretation for you. The company adheres to the concepts of respecting people, cultivating people, and serving people, and sincerely recruits talents from all over the world with highly competitive salaries, comprehensive and considerate career development plans, and an efficient and harmonious corporate culture. ;Working with you hand in hand to make progress and create a brilliant future;?Always belong to the young generation full of ideals and passion! wait.

(3) The principle of stimulating desire

Job seekers have seen the advertisement, but how to make them have the desire to apply, in addition to the content listed above, there must be something practical, That is, content that meets their needs. Most of people's desires come from internal needs and external stimulation. Internal needs are whether they want to find a job (position) that we can provide, and external stimulation is to let them see the benefits they can get from applying for this position. Therefore, it is also necessary to include in the advertisement: salary benefits and training and development opportunities available to employees, challenging work and responsibilities, the possibility of self-realization, etc.

For example, there is an article used by a real estate company when recruiting sales clerks: Are you willing to have generous returns for your hard work? ; We are committed to cultivating professional managers and pursuing a healthy and abundant life. wait.

(4) Principle of taking action

The ultimate goal of the recruitment advertisement is to receive a large number of qualified application letters and resumes soon after the announcement. To achieve this, it needs to be simple Clearly state the contact person and contact information, including telephone, fax, e-mail, mailing address, etc., so that job seekers can contact you in the way they are accustomed to.

(5) The principle of leaving a memory

No matter whether the people who see the advertisement take action or not, it must leave a deep impression in their memory. This is the second principle of recruitment advertisements. The purpose is to promote the company's image and business. To achieve this goal, the advertising techniques mentioned above can be used.

Content of the advertisement

According to the purpose, function and design principles of the recruitment advertisement, an effective recruitment advertisement must at least include the following content or information:

( 1) Corporate values ??or mission

In particular, it should reflect the company's attitude towards talents, that is, its employment philosophy. For example: to provide you with a development space without ceiling; to be people-oriented; the company pays attention to the character and ability of candidates, especially the sense of identity of contributing to society and achieving self. ; The company will use modern corporate management concepts and advanced corporate operating mechanisms to provide every franchisee with a stage to fully realize their self-worth and a sustainable development space. wait. Of course, don't write slogans on it that you can't do or don't want to do.

(2) The business the company engages in (including the company’s trademark and logo)

Briefly introduce the main business of the company. If there is a corporate website, the URL can be given, but avoid lengthy descriptions. For example: One of the world's top 500 companies has branches and stores in 26 countries and regions around the world. After opening large supermarkets in Beijing, Shanghai, Tianjin and other places, the company's prospects in China are optimistic. In order to cooperate with the opening of Fuzhou Dongjiekou store, we are recruiting...; The company was founded by a group of people who returned from studying abroad. It is a high-tech enterprise focusing on network platform operations, software development and system integration. We sincerely invite elites from all walks of life to join us and create a network business.

(3) Recruitment position information

The first is the position name. The job title must be standardized, that is, use a common name in the industry. For example: English spoken translator, customer service manager, financial manager, software development engineer, etc.;

The second is the purpose of the position. The role and status of this position in the enterprise, that is, the contribution this position makes to the enterprise, is intended to allow applicants to clarify the expectations of job applicants (this is also the most inadequate point of many recruitment advertisements). For example, the purpose of the meat production supervisor position in a food production factory is to complete meat production tasks on time, with high quality and quantity according to the production plan determined by the factory. Purpose of the position in charge of the Purchasing Department: To ensure that the raw materials needed for production are provided on time, in sufficient quantity, and with guaranteed quality at a reasonable price.

The third is the main responsibilities and tasks. That is, just list three to five items of the main tasks this position is responsible for in the company, the tasks completed, etc. For example, the main responsibilities of a company's brand management personnel are: participating in the company's brand management work; participating in the research and formulation of the company's brand plan; participating in the company's brand anti-counterfeiting and rights protection work; responsible for daily work such as trademark application registration, renewal, and filing; Communicate internal and external relations. The main responsibilities of another government affairs manager are: timely grasping national pharmaceutical-related policies and information; responsible for determining the price of the company's products; assisting in bidding and declaration of medical insurance catalogues, etc.

The fourth is job requirements. That is, the conditions of employment in the job description need to be rhetorical from the perspective of the audience. If the company does not yet have a job description or the recruitment position is a new position, the above content should be defined before recruitment, and then a recruitment advertisement should be drafted.

The main content can be summarized by KASO, that is, K (Knowledge): basic knowledge; A (Ability): ability; S (Skill): skills; O (Others): other traits. In a large number of job advertisements, requirements for basic knowledge, abilities and skills are generally mentioned, but not much is required for other characteristics (which determine the way a person thinks, feels and behaves at work), which happens to be An important factor in whether the applicant can perform the job responsibilities well.

Other characteristics (which can be obtained by analyzing outstanding personnel on the job) can be roughly divided into three categories: fighting spirit, way of thinking and communication characteristics. For example, it is not enough for service employees in the service industry to have relevant knowledge, abilities and skills. They must have qualities such as intimacy and character stability; marketing personnel must have good creativity, judgment, a spirit of not being afraid of difficulties, and a strong sense of responsibility. Desire for communication; accounting personnel must be born with a liking for accuracy.

In order to strengthen or highlight the requirements for certain types of personnel, several essential contents can be listed separately. For example: Our selection criteria are enterprising professionalism, highly cooperative team awareness, Good communication and expression skills, psychological quality to withstand pressure.

(4) Information required from applicants

In the recruitment advertisement, clear requirements should be made for what information applicants should provide.

Generally include a resume (if a foreign language is required for work, a resume in Chinese and English should be required), copies of academic qualifications and graduation certificates, relevant qualification certificates, copies of ID cards, photos (as needed), etc.

(5) Time information

The recruitment advertisement should clearly state the deadline for the advertisement and the approximate time for scheduling the interview, so that applicants can know what to expect.

(6) Contact information

The first is the contact department (indicating that the unit’s procedures are formal); the second is the contact person; the third is the contact information (e-mail, mailing address, contact number, fax wait).

Choose media

There are many media to choose from when publishing recruitment advertisements, mainly including: newspapers, magazines, television, radio (less commonly used now), websites (including internal Internet and professional recruitment websites), job fair on-site publicity boards, distribution of printed matter, etc.

These media each have their own advantages and disadvantages. The following factors should be considered when choosing:

(1) Whether the audience of the media matches the recruitment target

Choose to publish advertisements on the media with the most exposure to the recruitment target for the best effect, which is affected by factors such as education level, age structure, professional field, occupational classification or industry.

(2) Choose media commonly used by the same industry or competitors

If a media never publishes recruitment advertisements, relatively few people will pay attention to it, because job seekers also want to You can see more job postings on the same media. Of course, another issue also needs attention. If the enterprise is a high-tech enterprise, it is not recommended to advertise in dense pages of purely advertising media (especially newspapers). Because all the advertisements are the size of tofu cubes, it is impossible to distinguish the priority, affecting the visual quality, making the enterprise appear to be of low quality, and many readers have no intention to read more (of course, this is a different matter for labor-intensive enterprises or small enterprises).

(3) You can choose to combine two or more media

For example, you can use the combination of newspapers and the Internet.

(4) Do not place advertisements in the middle of newspapers

Firstly, the readers’ attention is generally not there, and on the other hand, the layout position affects the readers’ understanding of the corporate level or power. judge.

Discrimination

In recruitment advertisements, we can often see restrictions on age, gender, height, education, household registration and other restrictions. There are many reasons for this phenomenon. , Firstly, we have been doing this for many years, and on the other hand, the labor market is still a buyer's market, and the rules of the game are set by one party. In addition, our country currently lacks relevant laws to protect individual employment rights and employment opportunities.

Therefore, as an enterprise with social responsibilities, especially the human resource managers responsible for serving employees, they should strengthen their legal awareness and avoid various discrimination issues. Of course, if certain positions do have special requirements for the natural attributes of some people, they can also be mentioned in the recruitment advertisement, but at the same time additional explanations should be given to explain why these restrictions are required. For example, there will be specific restrictions on the recruitment of flight attendants and heavy machinery operators working at heights.