How Can I Attract Candidates?

Inspired by the review of my notes from a webinar about job boards I attended earlier this year hosted by Peter Weddle, a recruiter, HR consultant and business CEO turned author and commentator, I want to share with you his simple formula for a successful job posting. Just last month, I was reminded of his inspiring ways and analytical mind when I saw him speak at the Kennedy Recruiting Conference in Orlando. His session was titled "The Carrot in Recruiting Success," of which he joked that the carrot is the "vegetable of good vision." He was the opening speaker and he hammered home the point that each of us is responsible for our own careers, that we should be the hero of our own stories and not let anyone stand in our way. It was a great talk and a wonderful way to get the conference started, but I digress. Back to job postings.... As always, the name of the game for most people is WIIFM, or "What's in it for me?" They want to know the following things before they'll work for you.

1. What will they get to learn?
2. What will they get to do?
3. Who will they get to meet?
4. Who will they get to work with?

It is critical to SELL them on why they should work for you. Also, please note that they are not likely to read your entire job posting. Instead, they will scan it, so make it brief and interesting with highlights and bullets. Peter also mentioned a simple formula for the job posting, S-ABC-S, which stands for:

• Summary
• Advantages
• Benefits
• Capabilities
• Signoff

I felt great affirmation listening to him speak because this is what I tell my clients all the time. You've got to sell your location first and then follow with the job details and instruct them on how they should apply. Luckily all of the clients on Coolworks.com are in pretty incredible locations, with an amazing amount of recreation and fun things for the employee to do while not working, so why would you leave this out of your job posting? It is a competitive advantage. Use it!

So here is how I envision the S-ABC-S formula in action.

Summary

This paragraph should be all about who you are, what you do and where you are.

Example: Coolworks.com is a job website that helps employers post their seasonal jobs in great places across the U.S. and the world. The company is based at the north entrance to Yellowstone National Park so on your days off a hike or a friendly encounter with some wildlife is just a few steps from your door.

Advantages

• Advantage #1 - Example: We are the biggest and best at what we do.
• Advantage #2 - Example: We are a small, intimate resort where being a member of our staff feels more like family.
• Advantage #3 - What is your competitive advantage?

Benefits

• You'll get ... a bonus, health benefits, free housing, etc.
• You'll get ... experience doing a new job, customer service skills, etc.
• You'll get ... new skills, opportunities for promotions, etc.

Capabilities

• You need X years of experience.
• You need Y years of education.
• You need management skills or name your job requirement.

Signoff

The signoff should include the following.

• How to Apply
• Your Website
• Refer Your Friends Invitation. For example, if this isn't the job for you, please tell your friends that might be interested and qualified.
• A Thank You

I hope that this is useful. Like I've said before, our job at Cool Works is to help you meet your staffing needs by driving traffic to your job postings and recruiting websites. It is our hope that when we get them there, your message will inspire them to want to work for you.

If you would like to learn more about Peter Weddle, check out his website or pick up his latest book Recognizing Richard Rabbit: A Fable About Being True To Yourself.