Classified Ads Suck
|by Barry Williams, September 2004
Most hospitality "Help Wanted" classified ads Suck.
They vacuum up every person who might be remotely interested in the position offered and they ignore the people that aren't.
That's not a good thing and here's three reasons why:
Your best prospective employees already HAVE a job. They want to improve their working conditions, make more money, move across the country - anything! But they're always looking... (this is different from the looking that causes divorce ;-) These fish don't chase lines - THEY'RE SNAGGED! They watch a few ads to see your character. They begin to like you. And then, guess what? They apply! (You fantabulous employer, you ;-)
Reputation. We've all got a reputation. It's held by our employees, customers, suppliers, us, competitors and lord knows who all else. It's impossible to control although it can be directed - kind of like a runaway train. Start painting a word picture in your ads about what your business is about and that reputation will surely follow. Hey, fans don't actually have to meet you to love you ;-)
Champions. A great hidden source of candidates for your employee requirements can be applicant referrers who THINK they know you and like how you operate. They've read your propaganda, uhh - they believe it (thanks Mom!) and now they want to send in the recruits. "Tell them Bob over at the CD store sent you - they know who I am." You will, right...
OK. I've spouted off about how easy this is - now let me give you some examples of the type of ad I'm talking about.
I realize some of these will cost a fortune to
print (and they did!) but this is a campaign we're talking about - the
investment AND the return are greater.
All right - those are some examples of what worked for us to attract great staff. Feel free to alter them for your own use or perhaps they will trigger an even better idea of how you will depict your company in your next classified ad campaign.
I firmly believe that visualizing your organization's culture is the most important thing you can do when looking at expanding or replacing people in it. And being uncertain about your culture seldom negates the fact that you have one. You're just unaware of it.
So get aware. Think about it and develop a crystal clear concept of what your business is and who should be allowed into it. Alter your thinking regarding hiring to where you understand that you're not just employing someone, you're inviting them into your family through adoption.
And your best adoptees enjoy trollin' for humans.
You should too.
( Editor's Note: Barry Williams is an independent motel operator. He has witty insight and uses humor in an extraordinary way. Be sure to visit his motel's web site, you will laugh and learn. )
105 Middleton Avenue (on Hwy #1),
Brandon, Manitoba R7A 0A1
|Also See:||Campfire: GOOD - Motel Fire: BAD / Barry Williams, Independent Motel Operator / September 2004|
|Here Are a Couple of Points I have Learned Regarding Hospitality Management / Barry Williams, Independent Motel Operator / July 2004|