Boring Ads Don't Attract Great Workers

If you want to fill those empty seats in your supply chain operation, don't write boring ads. Provide details and focus on important factors such as challenge, location, and money.

You need to tell the reader about what he or she will do, rather than simply listing the requirements. By getting specific, you will push the candidates' hot buttons for response.

Convince the reader to respond. Write an ad that demonstrates a positive culture, great products, and a winning team effort. Your response ratio will gain momentum. Demonstrate why your company is cool or making money or creating an amazing new product or process. Make the reader want more.

The standard (boring) formula for an online job ad looks like this:

A. Company description
B. Job title and short description
C. Requirements
D. How to apply

Before you search frantically for the last ad you posted five years ago for a critical hire, you need to review the requirements. This step begins with a team meeting to assure you understand what you want and what the team indicates it needs. Writing a good ad is the basis for the phone screening and interview guides for your team.

Next you must write an ad that makes the candidate want to change jobs. The person who actually composes the ad must know why and how the company can provide a career move for the reader. The language must be jazzy and grab attention. When you read the ad, you should want to apply for it.

Rather than: "Manage the sourcing process for various areas including capital purchases and P&L through the sourcing process (RFP, bidding, negotiation, award, implementation), and supplier performance monitoring," try this: "You will manage the global capital purchases from source to the manufacturing floor with massive responsibility for RFPs, bidding, and negotiations."

As this Inc. article suggests, make it snappy. We have grown to expect fun ads from places like Amazon, Apple, and startups. Your ad needs to reflect the culture of your company and the department, but should also show what a great place it will be for the candidate to grow his or her career. Don't treat the ad like you are ordering a machine part.

Title and location
Job titles can be very different, depending on the company. As SmartRecruiters notes, explaining the specific responsibilities will assure your search reaches the target audience. If you need to fill a supply chain manager job in a computer manufacturing setting, try posting the job in several different categories on LinkedIn, such as Electronics Manufacturing, Consumer Goods, or Retail.

Requirements
Be realistic. Please don't dump skills from three jobs into an ad for one individual. Did you have all the skills needed for your job when you started? Just list what the candidate must know to start in the position.

Additional insight
Try applying online to your own company. How long did it take you to complete the application and fill in the blanks? Make it easy. I read an article on Monster that actually suggested making it difficult on the candidate, but I advise you make it faster and better -- especially for the supply chain business.

Don't hesitate to seek help from a more creative associate as you write the ad. Your online ad needs to grab the candidate by the eyes.

Posting and praying for results is rarely effective. We are in a race for great talent in the supply chain. Get ready, get set, go!

Please share your own hiring story in the comments below. Tell us how you got hired, or how you recruited your best employee. And feel free to share any tips that work best in your company.

Related posts:

• Improving Leadership Skills for a Better Career
• 5 Action Items to Find More Qualified Candidates
• How to Race to 3rd Base in a Job Search