(1) principle of care
A good job advertisement must be eye-catching, which requires that the advertisement can be designed in a unique and distinctive format, length, title, font, color or pattern, and then combined with appropriate media and advertising space to achieve good results.
For example: sincerely accept heroes, * * * Genesis; Do you want to join a successful international enterprise? Join this dynamic team? Your career development opportunities-join! ; Do you want to improve yourself? An opportunity to improve yourself is just around the corner. Take it! .
There is a job advertisement with an eagle pattern, which reads: Flying needs a wider sky. A flock of geese wrote below: spread your wings and fly, looking forward to your joining! Such slogans are very attractive.
(2) the principle of generating interest
If you only make people pay attention to you, but you can't attract interest, it will lose its meaning. In order to arouse the audience's interest on the basis of attracting attention, we must design points or surfaces that can arouse people's interest, such as vivid language expression and sometimes a sense of humor.
For example, there is a TV job advertisement describing a delivery man riding a motorcycle to deliver goods in bad weather, but he was caught in a traffic jam. So, he bypassed the path and delivered the goods to the customers on time with exaggerated and superb driving skills. At this time, the narrator sounded: We will never let go of finding such excellent employees. In the next scene, the delivery man's motorcycle tire is wrapped around a telephone pole by an iron chain. Because the delivery man didn't know, he stepped on the accelerator and was pulled down by the recoil. The whole person just fell into a prepared van. Then the door closed and he was carried away like a prisoner. The last scene is that the delivery man is wearing a company uniform and smiling in the picture. The humorous and exaggerated plot makes people smile. This advertisement not only appropriately describes the company's desire for outstanding talents, but also reflects its good feelings for mutual appreciation of talents.
There are also many wonderful examples of newspaper advertisements, such as: wonderful, whatever you want to interpret. Adhering to the concept of respecting people, cultivating people and serving people, the company sincerely recruits talents from all over the world with highly competitive salary, comprehensive and thoughtful career development planning and efficient and harmonious corporate culture. ; Work hand in hand with you to create a brilliant future; Always belong to the younger generation full of ideals and passion! Wait a minute.
(3) the principle of arousing desire
Job seekers saw the advertisement, but how to make them want to apply, in addition to the contents listed above, there must be something practical, that is, something that can meet their needs. Most people's wishes come from internal needs and external stimuli. The internal demand is whether they want to find a job (post) that we can provide, and the external stimulus is to let them see the benefits they can get from applying for the post. Therefore, advertising should also include: the salary and benefits that employees can get, training and development opportunities, challenging jobs and responsibilities, the possibility of self-realization and so on.
For example, a real estate company used it when recruiting sales clerks: Are you willing to make your efforts pay off handsomely? ; We are committed to training professional managers and pursuing a healthy and rich life. Wait a minute.
④ the principle of taking action
The ultimate goal of job advertisements is to receive a large number of qualified cover letters and resumes soon after publication. To do this, it is necessary to clearly specify the contact person and contact information, including telephone number, fax number, email address and mailing address. So that job seekers can contact you in their usual way.
(5) the principle of leaving a memory
Whether the people who see the advertisement take action or not, they should be deeply imprinted in their memory. This is the second purpose of the recruitment advertisement, that is, to promote the image and business of the enterprise. In order to achieve this goal, all the advertising techniques mentioned above can be used.
The content of the advertisement
According to the purpose, function and design principle of job advertisement, an effective job advertisement should at least include the following contents or information:
(1) corporate values or mission
In particular, it is necessary to reflect the attitude of enterprises towards talents, that is, the concept of employing people. For example: provide you with a development space without ceiling; People-oriented; The company pays attention to the candidate's character and ability, especially his sense of identity in contributing to society and achieving himself. ; The company will use modern enterprise management concepts and advanced enterprise management mechanisms to provide a stage for each franchisee to fully realize their self-worth and a space for sustainable development. Wait a minute. Of course, don't write slogans that you can't or don't want to do at all.
(two) the business engaged by the enterprise (including the trademark and logo of the enterprise)
Briefly introduce the main business of the enterprise. If you have a corporate website, you can give the URL, but avoid a long speech. For example, a Fortune 500 company has branches in 26 countries and regions around the world. After the opening of large supermarkets in Beijing, Shanghai and Tianjin, the company's prospects in China are optimistic. In order to cooperate with the opening of Fuzhou Dongjiekou Scenic Resort Scenic Spot Store, we are looking for ...; Founded by a group of returned students, the company is a high-tech enterprise focusing on network platform operation, software development and system integration. We sincerely invite elites from all walks of life to join us and create a network business together.
(3) Recruitment position information
The first is the job name. The job name must be standardized, that is, use the common name of the industry. For example: oral English translation, customer service manager, financial manager, software development engineer, etc.
The second is the purpose of the post. The role and position of this position in the enterprise, that is, the contribution of this position to the enterprise, aims to make the applicant clear about the expectations of this position for job seekers (which is also the most inadequate part of many job advertisements). For example, the position of meat production supervisor in a food factory aims to complete the meat production task on time with good quality and quantity according to the production plan determined by the factory. The purpose of the position in charge of purchasing department is to ensure that the raw materials needed for production are provided on time, in quantity and in quality at reasonable prices.
The third is the main responsibilities and tasks. That is, the work that the position is mainly responsible for in the enterprise, the work completed, etc. , you can list three to five. For example, the main responsibilities of a company's brand manager are: to participate in the company's brand management; Participate in the research and formulation of the company's brand plan; Participate in the anti-counterfeiting and rights protection of company brands; Responsible for the daily work of trademark registration, renewal and filing; Communicate the general relationship between internal and external. In addition, the main responsibilities of the administrative director are: to keep abreast of the national medicine-related policies and information; Responsible for determining the price of the company's products; Assist in the bidding and declaration of medical insurance catalogue.
The fourth is the job requirements. That is, the qualifications in the job description need to be rhetorical from the perspective of the audience. If the enterprise does not have a job description or the recruitment position is a new position, it is necessary to clarify the above contents before recruitment, and then draft the recruitment advertisement.
The main content can be summarized by KASO, that is, K (knowledge): basic knowledge; A (ability): ability; S (skills): skills; O (Other): Other features. In a large number of job advertisements, the requirements for basic knowledge, ability and skills are generally mentioned, but there are not many requirements for other characteristics (which determine a person's way of thinking, feelings and behavior at work), which is precisely an important factor for candidates to perform their duties well.
Other characteristics (which can be obtained through the analysis of excellent on-the-job personnel) can be roughly divided into three categories: spirit of struggle, way of thinking and communication characteristics. For example, it is not enough for service practitioners in the service industry to have relevant knowledge, ability and skills, but also to have intimate and stable personality; Marketing personnel must have good creativity, judgment, spirit of not being afraid of difficulties and strong desire to communicate; Accounting must be born happy? Quot accurate.
In order to strengthen or highlight the requirements for certain types of personnel, we can list several items separately. For example, our selection criteria are enterprising professionalism, high sense of cooperation and teamwork, good communication and expression skills and psychological quality under pressure.
(4) Information to be provided by the applicant
In the recruitment advertisement, we should put forward clear requirements on what information the applicant needs to provide. Generally, it includes resume (if you need to use a foreign language at work, both Chinese and English resumes are required), copies of academic qualifications and graduation certificates, copies of relevant qualification certificates, ID cards, photos (as required), etc.
(5) Time information
The recruitment advertisement should specify the deadline of the advertisement and the approximate time of arranging the interview, so that the candidates can know fairly well.
(6) Contact information
First, the contact department (indicating that the unit procedures are formal); The second is the contact person; Contact information (e-mail, mailing address, telephone number, fax, etc.). ).
Select media
There are many kinds of media to choose from when posting job advertisements, mainly including: newspapers, magazines, television, radio (which is seldom used now), websites (including intranets and professional recruitment websites), on-site billboards of job fairs, and distribution of printed materials.
These media have their own advantages and disadvantages, and the following factors should be considered when selecting them:
(1) Does the audience of the media match the recruitment target?
Choosing the media that has the most contact with the recruitment target has the best effect, which is influenced by factors such as education level, age structure, professional field, occupation division or industry.
(2) Choose the media commonly used by the same industry or competitors.
If a media never publishes a job advertisement, relatively few people will pay attention to it, because job seekers also want to see more job information in the same media. Of course, there is another problem that needs attention. If the enterprise is a high-tech enterprise, it is not recommended to advertise in the dense pages of pure advertising media (especially newspapers). Because all advertisements are tofu-sized advertisements, they can't distinguish between primary and secondary, which affects vision. It seems that the level of the enterprise is not high, and many readers have no intention to read more (of course, it is another matter for labor-intensive enterprises or small enterprises).
(3) You can choose a combination of two or more media.
For example, we can use the combination of newspapers and the Internet.
(4) Never advertise in newspaper clippings.
On the one hand, the reader's attention is generally not there, on the other hand, the layout position affects the reader's judgment on the level or strength of the enterprise.
Discrimination phenomenon
In job advertisements, we can often see restrictions such as age, gender, height, education background and registered permanent residence. There are many reasons for this phenomenon. On the one hand, people have been doing this for many years. On the other hand, the labor market is still in the buyer's market, and the rules of the game are unilaterally formulated. In addition, China still lacks relevant laws to protect individual employment rights and employment opportunities.
Therefore, as an enterprise with a sense of social responsibility, especially the human resource manager who is responsible for serving employees, we should strengthen legal awareness and avoid all kinds of discrimination. Of course, if some positions do have special requirements for the natural attributes of some people, they can also be put forward in the recruitment advertisements, but at the same time, they should be supplemented to explain why these restrictions are needed. For example, there are specific restrictions on the recruitment of flight attendants and heavy machinery operators working at high altitude.