How does your ad stand out from the competition? What does your copy say to call the candidate to respond?
Write an effective ad, recognizing that the copy must draw the interest of qualified job seekers.
Open the ad with a statement of intrigue: "Are you looking for the best next move in your career?" Pull the job seeker into the ad by following your opener with more intrigue: "Do you want your next career move to be for a reputable company that values journalism?" or, "Do you wonder what makes us better than our competitors?"
Tell the viewer something about the key responsibilities. Here is one revision an editor did that got him five applications within a day.
Five reasons you should apply for this copy editing position:
5. The opportunity to work for one of the world's best media companies ...
4. Experienced journalists have a chance to play a key role in everything that goes on here.
3. Young journalists can learn from some of [the state]'s brightest journalism minds.
2. The pay is competitive and the benefits are excellent.
1. We are in one of the best, up-and-coming cities in the United States.
Avoid a litany of requirements that turn away the potential market of candidates. Cite the top eight to 10 competencies needed.
List the benefits to the candidate who qualifies for the job. Is there room for growth, training, a strong compensation package, health, dental and other benefits such as tuition reimbursement? Is there a relocation package?
Define the positive reputation and culture of your company. Why would the candidate want to work there? Where are you located? Is the surrounding community an asset? How close are you to key entertainment such as music, theater, beaches, metropolitan areas, restaurants, shopping, and education?
Close the copy with a powerful call to action. Tell the candidate, "Don’t lose out, apply now." Then instruct the job seeker how to reach you and what you want to receive with the candidate’s application (clips, a video, references, cover letter.)
Next: The importance of record keeping.
