NFIB

"Help Wanted" Ads That Work
03/ 28/ 2002

Finding the right employee through a "Help Wanted" Ad is often a time-consuming process, especially in this current period of low unemployment. A quick check of the Classified section of the local newspaper will provide some idea of the competition your business faces in attracting qualified applicants. In today's Workshop, Edith Helmich discusses some hints about finding top-notch employees by writing effective advertisements.

Since an interview may result in a job offer and remove that applicant from the job market, the strategy is to attract the job seeker to your company first. Some advertisements are more appealing than others, even when the jobs are basically the same. The ad that stands out from the rest is going to attract more applicants.


Clearly state the job title and make sure to stay away from "cute" titles like "Alter-ego needed." Applicants need to know immediately whether or not the vacancy is the job they are seeking.

Use print style (font) that attracts attention. Always try to avoid having your advertisement blend in with the rest of the page so that it has no distinction or ability to catch the eye of the applicant.

Use evocative words -- i.e., "Seeking competent and poised individual to manage department." A mature, experienced applicant would be apt to identify with these adjectives in contrast to "Seeking flexible individual who copes well with diversity," which would appeal to a younger, more creative applicant.

List requirements: "Minimum 2 yrs. experience w/Word 6.0, Excel." If the job requires specific skills, education or experience, the ad will act as a preliminary screening tool. Remember that non-essential requirements may screen out good applicants.

Reassure applicant: "Transition training provided." The on-the-job transition/training offer may be the inducement that convinces an excellent applicant to apply to your company first.

Mention benefits: "Individual benefit package includes..." Smaller companies are not as apt to offer an extensive array of benefits, so it is important to list those that are available. Emphasize non-monetary benefits like flexible time, free parking and company kitchen.

Create workplace expectation: "Expanding company, friendly workplace." People have definite preferences about the type of workplace atmosphere that they prefer.

State salary range: "$ to $$, depending on experience." A salary range provides two incentives: credit for experience and the prospect of on-the-job increases.

Provide clear contact information, notably a specific name and telephone number. A contact person who is expecting job inquiries is more likely to respond in a positive manner and reinforce the applicant's interest.

Include job dates: "Immediate opening, beginning February 15." Providing a date may make a difference to an applicant who wants to provide a two-week notice, or another applicant who is currently unemployed.

Time should be set aside to conduct immediate interviews, and people should be assigned to complete the follow-up activities (checking references, former supervisors) the same day, if possible. Remember that most people who are looking for a job in the Classified Section are interviewing more than one company.

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