When it comes to filling a job vacancy, the Classified Ad continues to be a popular and effective Recruiting Tool for companies of all sizes and types.
That said, companies who are moderate to heavy users of Classified Advertising generally rely on Ad Agencies for most, if not all, of their ad writing needs. On the other hand infrequent advertisers are more apt to work with a publication’s Classified Ad Coordinator.
The rationale for this is that Recruitment Advertising is a Specialty, and a Professional Ad Copywriter will be able to design ads that target the “right” job candidate. Conversely, a job ad written by an amateur will likely attract anyone looking for a job. Of course, many employers will first draft an ad in-house and then have an
outside Copywriter polish and finalize the ad for publication.
With this in mind, the first step in drafting an effective Classified Job Ad is for the “drafter” to coordinate with the hiring manager on target respondents, the content of the ad, and the medium to be used, e.g. Newspapers, Trade Journals, On Line Search Companies, etc.
Other determinations will include size and type of the ad, i.e., a full display ad vs. a text only “blind ad”. In many cases, budget, level of the vacant position, and company preference will often be the determining factors for these decisions.
Once agreement is reached on these points, the writer can begin drafting the Job Ad. The following steps are suggested when completing the draft ad:
* Review the Job Description for the vacant position. .
* List the job title major job duties and responsibilities in descending order of importance .
* Identify the job level and to whom the position reports.
* Spell out the major job skills, competencies, and experience desired.
* State specific qualifications (education, licenses, accreditation, etc.)
* List conditions (work schedule, travel, additional duties, etc.).
* Present a salary range and a brief Benefits synopsis.
The above points, along with the aforementioned determinations should give an Ad Copywriter enough detailed information to either compose an Ad from scratch or edit the company’s draft.
As a final note, be mindful that things such as word count, graphics, and choice of Advertising Media greatly affect the cost of a Classified Ad. As such, an Ad Agency or Classified Ad Coordinator can suggest options on how to get the most benefit from an allotted Ad Budget.