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IN THIS ISSUE
Newsletter Sponsors
A Note from the Editor
Breaking News
Today's Recruiting News Headlines
Featured Recruiting Jobs
Weekly Article:
Use the Whole Brain Approach to Recruitment
Advertising
Employment and
Economy Stats
Special Trials and Discounts
Employment Studies and Trends
Layoffs and Downsizing
Report
Upcoming Conferences
Site Of The Week:
Talent
Hook - Free Demo and 10% off!
Final Note - On The Lighter Side
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Newsletter Sponsors
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A Note From The Editor
Free Newspaper Classifieds - Brilliant Move or Act of
Desperation?
In an attempt to maintain readership of its classified
advertising in the face of competition from growing Web
sites, The San Diego Union-Tribune will begin offering
free classified ads to individuals.
Complete Story >>
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Useful
Links
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Breaking News
Robert Half International and CareerBuilder.com Release
New Study on Labor and Compensation Trends
Who has the upper hand in
the job market as Labor Day approaches? It depends on
whom you ask. In a new study of U.S. employees and
hiring managers, both groups indicated that finding that
perfect job -- or job candidate -- is no easy task.
Four-in-10 hiring managers surveyed said it was
difficult to find qualified staff one year ago, and
one-in-three believes the task is even harder today. By
contrast, more than half of workers polled felt it was
difficult to find a job one year ago, and just under
half said it's more challenging today.
Complete Study >>
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Today's Recruiting News Headlines
View more HR/employment
news
headlines or our Recruiting
Newswire.
Please send us your press releases. Click
here for submission instructions.
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Featured Recruiting
Jobs
This section highlights
several recruiting related positions recently posted on
Recruiting Jobs. To view all jobs or to register
for a career agent
click here.
Looking to hire
recruiting professionals? Post a 60 day job
posting ad on RecruitingJobs.com for $225 and be
featured in The Recruiting News.
Register
to post >>
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Weekly Article
Use the Whole Brain Approach to Recruitment
Advertising
By Peter Weddle
I’ve noticed that job
postings are getting better. There are now fewer
classified ads and position descriptions repurposed
online. Said another way, there aren’t as many job
postings with too little detail or too much bureaucratic
language. Instead, more and more of these employment ads
provide all of the detail necessary for a top prospect
to make an informed choice between their current
employer and a new one. They are clear, comprehensive
and complete. Unfortunately, they are also often far
from convincing.
 Why
is that? Because the advertising message connects with
only a part of the prospect’s brain. It supports careful
analysis, but nothing else. The most effective job
postings, in contrast, interact with the whole of a
person’s brain. Here’s what I mean.
Successful advertising has both an intellectual and
an emotional impact. Said another way, it connects with
both the left side of the brain, which is the seat of
thought and logic, and the right side of the brain,
which is the home to sensing and feeling. A good job
posting, therefore, will include content that both:
- supports a prospect’s careful analysis of an
organization’s value proposition
and
- stimulates the first stirrings of an emotional
contact between the employer and the prospect
It will explain why (a talented person) should consider
your employer and motivate them to believe and be
influenced by those facts.
How does it do that? By following the age-old
prescription for effective sales literature. That’s
precisely what a job posting is, after all; it’s an
electronic sales brochure. To do its job, therefore, it
must detail the features and describe the
benefits of your employer’s value proposition. It must
answer the two most important questions for top talent:
What’s in it for them? and Why should I
bother?.
What’s in it for them?
Traditionally, recruiters have presented the tasks
involved in performing a job by detailing its
“responsibilities.” “In this position, you will be
responsible for doing this and doing that.” It was
the right information, but the information was conveyed
in the wrong way. Why? Because such statements
articulate what the employer wants to get out of a
position. It needs to know that, of course, because the
position must make a meaningful contribution to the
execution of its mission or it’s not worth doing (or
paying for). But top performers (and that’s who we
should always be trying to recruit) don’t evaluate the
attractiveness of an employment opportunity by looking
at what it will do for the employer. What they want to
know is what the position will do for them. Said another
way, they will use the logical side of their brain to
assess “What’s in it for them?”.
How do we help them make that judgment? First, we
must recognize that the value of a position to a top
performer is based on their answers to five
critical questions. And second, we must write job
postings that provide the information necessary for a
top performer to arrive at answers that will interest
and engage them. What are the questions?
- “What will I get to do?”
- "Whom will I get to work with?”
- “What will I get to learn?”
- “What will I get to accomplish”
- “What will I get to earn?”
Why should I bother?
The best talent never looks for a job; they look for
a career advancement opportunity. In other words, even
the most passive of prospects will consider another
position if they believe it will enable them to do their
best work and feel comfortable doing it. They
want to stand out and fit in. Therefore, the culture of
an employer as well as the vision and values of its
leadership are just as important to great talent as the
information that details a specific position with that
employer. It’s those factors that touch the right side
of their brain and establish an emotional link between
them and the organization. That link assures them that
their employment experience will aid and abet their
career success. It answers the question, “Why should I
bother?”.
How do we create that emotional link? We must connect
the description of our organization’s culture and
leadership with the principal motivator of top talent.
In other words, we must show them how our employer
provides them with a genuine, sustainable opportunity to
feel pride. Their goal is to be the best they can be in
their profession, craft or trade. Our job postings,
therefore, must show how our organization will uniquely
enable them to experience:
- Pride in their work,
- Pride in their colleagues, and
- Pride in their employer.
Whole brain recruitment advertising recognizes that
most of the best talent is already employed and
generally well taken care of by their current employer.
From their perspective, therefore, making a change in
employers is neither rational nor appealing. And, our
job as recruiters is to get them to change their minds.
Incomplete and half-hearted job postings won’t do that,
but ads that are both logically powerful and emotionally
compelling will.
About Author
Peter Weddle is a recruiter,
HR consultant and business CEO turned author and
commentator. Described by The Washington Post as "... a
man filled with ingenious ideas," he has earned an
international reputation, pioneering such concepts as
Human Capital, Career Fitness and the Internet as a
resource for recruiting and HR management. He has
authored seven books, edited six others and published
dozens of articles in professional and trade magazines.
He writes a weekly column about online recruiting for
CareerJournal.com from The Wall Street Journal and a
monthly newsletter that is distributed worldwide. In
addition, he oversees WEDDLE's Publications, the leading
print publisher of newsletters, guides and directories
about employment resources on the Internet. Known for
their accuracy and usefulness, WEDDLE's publications
have helped to put job seekers, recruiters and HR
professionals on the Information Superhighway to
success. Indeed, the American Staffing Association has
called Peter Weddle the "Zagat" of the online employment
industry.
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Employment and Economy Stats
|
Current Stats
Unemployment Rate:
5.0% in Jul 2005
Payroll Employment:
+207,000 in Jul 2005
Average Hourly Earnings:
+$0.06(p) in Jul 2005
CPI:
+0.5% in Jul 2005
ECI:
+0.7% in 2nd Qtr of 2005
Productivity:
+2.2% in 2nd Qtr of 2005
Source:
BLS.gov
(p) = projected |
Trends Unemployment Rate
5.0% in Jul 2005
5.0% June 2005
5.1% May 2005
5.2% Apr 2005
5.2% Mar 2005
5.4% Feb 2005
Employment Cost Index
+0.7% in 1st Qtr of 2005
+0.7% in 4th Qtr of 2004
+0.9% in 3rd Qtr of 2004
+.9% in 2nd Qtr of 2004
Change in Payroll Employment
+207,000 in Jul 2005
+146,000 in June 2005
+78,000 in May 2005
+274,000 in Apr 2005
+110,000 in Mar 2005
+262,000 in Feb 2005
+146,000 in Jan 2005
Source:
BLS.gov |
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Special Trials And Discounts
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Employment Studies
and Trends
The Conference Board U.S. Help—Wanted Advertising Index
Increases in July
The Conference Board’s Help-Wanted Advertising Index
– a key measure of job offerings in major newspapers
across America – edged up in July. The Index now stands
at 39, up from 38 in June. It was 38 one year ago.
In the last three months, help-wanted advertising
increased in five of the nine U.S. regions. Largest
increases occurred in the East South Central (4.7%),
Pacific (4.7%), and West North Central (2.7%) regions.
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Layoffs and Downsizing
Report
The layoff and downsizing report can be a great leads source for
candidates.
More information on how to use this section >>.
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Upcoming Seminars &
Conferences
Sept 21-22 -
The 8th Annual Recruiting & Staffing Summit
Sept 28 -
Diversity Summit West
Oct 19 -
8th Annual HR Technology® Conference & Exposition
Complete calendar for upcoming
conferences and
seminars.
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Site of the Week
Talent
Hook - Free Demo and 10% off!
A very powerful resume searching tool that searches resumes from paid and
free resumes databases, newsgroups, universities and online communities.
Also can flip search and Xray companies, ISP's, Organizations and more.
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Final Note - On The
Lighter Side
No humor this week...our hearts and thoughts go out
to the people who were effected by Hurricane
Katrina.
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