How do I Best Use Web Ads to Recruit People?

The secret to a well-written online ad is the use of "key words"—that is, words based on those factors critical to the job being offered. While use of the jargon of the field may eliminate some good prospects, those best qualified for the job should be familiar with the language.

Here are three other rules, courtesy of Peter D. Weddle, publisher of Weddle’s: The Newsletter for Successful Online Recruiting:

  • Use intriguing headings. To identify suitable phrases, put together focus groups of new hires to review postings for searchability as well as the words that will interest prospective candidates.
  • Summarize the job in the first five lines.
  • Identify pay range within the first five lines.

Tell Me More

To describe job responsibilities, rely on the job description you developed to provide the information you need. But think as if you were writing a recruitment brochure, hyping the copy up. Since Web ads will generate many more responses than print, inclusion of salary is critical to ensure that you don’t get inundated with unsuitable responses. As with print ads, be aware of postings that are too broad or too narrow. Too narrow, and applicants won’t be able to find your ad. Too broad, and the posting will be listed with a bunch of jobs too similar or sufficiently similar that your position will be lost.