Why Does Top Talent Consider Your Job Ads to be Repulsive?

Candidate disgusted by your job advertisement

The vast majority of high-performing, top talent candidates consider your ads to be repulsive. The are disgusted, aghast, turned-off, repulsed, and consider your company’s attempt to hire to be an utter “fail.” They literally want to vomit when they read your job ads.

I see thousands of job ads on a weekly basis. Over 99% possess the same common element – the content of the ad is either the entire job description or a modified version of it.

Let’s be clear about two issues once and for all:

  • First, using the job description for your ad is not an ad! It’s a job description masquerading as a job ad.
  • Second, top caliber job candidates couldn’t give a darn about what you want as an employer.

Top Talent is motivated by a different set of criteria than desperately getting a paycheck. They want to be in a role where they’ll learn something new, have an impact, and become something better for having been in that role.

Traditional Job Descriptions masquerading as a Job Ad miss the mark entirely. It’s like shooting arrows at a target and purposely trying to miss. If you can’t hit the bulls eye on why candidates would want to leave their existing job and come to work for you, finding and attracting candidates becomes a random activity focused on luck and hope.

When a top performer reads your job description as your attempt to recruit them, they immediately TURN-OFF! They think “I couldn’t give a hoot that XYZ Company wants 4 of this, and 8 of that, and 12-14 years of whatever. I just don’t care” The next step is that they take their hand and pull it down. You never even get to see these candidates since they are REPULSED” by your inability to capture their interest and passion.

When do you plan on putting a stop to the traditional and tribal hiring cycle of using job descriptions masquerading as ads, and begin to craft more attractive marketing-oriented statements of work to start managing your small business?

As you may know, in our executive search practice, and hiring manager training programs, we call this document a Compelling Marketing Statement, one that gets to the heart of our LIB Curve of Candidate Motivation. Check out some of our FREE examples of Compelling Marketing Statements by clicking here.

Also, make sure to read our previous blog article on the LIB Curve of Candidate Motivation by clicking here.

Once again, I ask the question:

When will you stop using outdated, tired, old, and inadequate recruiting techniques like posting a job description to attract good employees – when the evidence is overwhelming that it doesn’t work?

Here’s a better question:

Why do most companies keep doing the same thing over and over hoping for a better result when they know nothing will change or be better than the last time they attempted to use a job description as their advertisement?

I’d love to hear in the comments how you’ve used a more Compelling Marketing Statement instead of the traditional job description to attract great talent to your organization.

Hiring Top Talent Requires a Process

We have discovered that in many companies the hiring process is random, unstructured, and often the people are not highly skilled at hiring. It is no wonder that for many companies hiring top talent is a challenge.

Most companies typically have very sophisticated processes and procedures for just about every activity except hiring. This in our opinion includes the Fortune 500. So often it is assumed that the hiring manager or a colleague has hired so many people they must be good. We conducted a recent, non-scientific survey of CEOs and Key Execs. We asked, “How many of you have audited, not co-interviewed, the hiring managers on your team to determine if they are competent to be interviewing?” Less than 5% responded positively.

This would never happen with any other activity in a company. This just validated why so often the wrong person gets through the hiring process.

All that’s required is a structured approach that enables companies to avoid the predictable pitfalls that plague many high-level hires. Based on our experience with hiring thousands of executives, we have developed The Success Factor Methodology that consists of eight distinct steps:

1. Build a multi-faceted Success Factor Snapshot to guide the entire
search process. (Click link for examples)
2. Implement a deep sourcing strategy to reach and attract selective
and sleeper candidates.
3. Identify and verify success prospects. Create a Compelling Marketing Statement (Click link for examples)
4. Create structured dossiers on selected candidates to enable objective,
unbiased evaluation and comparison.
5. Conduct Success Factor-based panel interviews using a
“magnifying glass” probe methodology.
6. Proactively address and overcome obstacles to hire throughout the
entire active interviewing process.
7. Streamline compensation and benefit negotiations through structured
interview-based preliminary groundwork.
8. Follow through on the hire with proven transition communication
and work style assessment, coaching and facilitation.

Together, these steps comprise the ‘Success Factor Methodology,’ a
proven process for improving your ability to find, recruit and hire top level
executive talent. Each step in the process requires the full collaboration
of stakeholders in all the business units affected by the potential
hire. When you employ the methodology in a consistent and systematic
manner, the outcome is a hire with a significantly increased probability of delivering the performance level you are seeking.

Join the other 10,000 CEOs, key executives and HR professionals and download a FREE copy of our best-selling book, “You’re NOT The Person I Hired.”  Just CLICK HERE  and under the FREE Hiring Resources section you can download our free eBook.

Retaining your best talent is always the best thing any company can do. Download our FREE  Non-Monetary Rewards and Recognitions Matrix. It will help you retain your best people without additional compensation. CLICK HERE to download under the Free Resources section.

We welcome your thoughts and comments. Please let us know if this was helpful. If it was, please share with others.

Brad Remillad

Why Job Ads Attract The Bottom Third Of Candidates – Audio Recording

Traditional job advertising attracts the bottom third of the candidate pool by using traditional techniques of job advertising. Learn how to improve your job advertisements so that you can begin to attract top talent for every role in your organization. Discover the power of a Compelling Marketing Statement  to bring outstanding candidates to your doorstep the next time you have an opening. Replace your outdated and ineffective job descriptions masquerading as classified job advertising. In this radio program, Brad and Barry walk you through the key elements of replacing your traditional job ads with a Compelling Marketing Statement.

To listen to or download this recording from our audio library CLICK HERE. Then scroll down to the recording.

You Gotta Have L.I.B. To Find Talent

If you want to attract top talent you have to understand what motivates top talent. There are three things that all top talent is looking for:

  1. Top talent always want to be learning. They thrive on expanding their knowledge. Growth is not just moving up in a company. Growth has to be personal. They have to be challenged, given opportunities to learn, take on new projects outside their normal function, be stretched and be learning something new.
  2. Top talent needs to make an impact. Maintenance roles are not for top talent. Companies have to ensure that top talent have the opportunity to really impact the company. They want to improve earnings, open new offices, introduce new products, grow a business to new heights or take on a project that will change the company.
  3. Top talent want to become something bigger than what they are. Maslow came up with this in the 50’s. He called it self-actualization. Top talent strive to be something more. They want to be all they can be. Personal growth is critical and if their personal growth flattens out they immediately start seeking a position that will continue their growth.

What this means is if you want to attract top talent you have to motivate them. Posting a boring job description doesn’t address any of these issues. Instead, consider posting a Compelling Marketing Statement. You need to think like a Madison Ave. advertising company that knows to display the benefits to the reader. Here are three things you can do to motivate top talent in your ad:

  1. Include the vision of your company. The goals, objectives, and where the company is going. Top talent want to be apart of a growing, energetic company that has a vision.
  2. Don’t list duties and responsibilities. Instead discuss how they will contribute to the vision, how this role will help reach those goals. This is what excites top talent and differentiates you from the 1000 jobs listed on the board.
  3. Challenge them with specific objectives they will accomplish. This is the learning and growing that all top talent want to achieve.

Top talent will then read your ad and think to themselves “That’s what I’ve been looking for. That is what is missing in my current position and company.”

Remember top talent could care less about what you want. They are interested in “what’s in it for me.” Post an ad that demonstrates that and top talent will start responding to your ads.

Our website offers a library of  FREE resources, including an audio library on hiring topics, examples of Compelling Marketing Statements, a chapter from our best selling book on Advanced Sourcing Techniques, and many others.

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Also, leave us a comment. We encourage feedback and read every comment.

Selecting from the “Cream of the Crap”

Does this sound like your hiring process:

A position opens up in your company and the scrambling to fill it ASAP begins. A job description is quickly written by the hiring manager, it gets approval, then HR takes the job description and reformats it into an ad. HR then posts the ad on the different job boards, Monster, Careerbuilder, Hotjobs, Craiglist, Ladders and maybe a few others. A couple of weeks go by, you receive hundreds of resumes, spend nights and weekends reviewing them, whittle the pile down to 20 or so and start interviewing. After weeks of interviewing you have 3 possible candidates, one so-so, one okay if no one is better and one back up candidate. Not willing to compromise you ask HR to rerun the ad and the process starts all over again. You get the same results and do it again for the third time. The position has now been open for 2 or 3 months, work is backing up, long hours are stressing you and your staff, mistakes are happening and projects are being put off. After all this time and energy you have three good solid below average candidates. At this point something is better than nothing. You are desperate. So you do what we refer to as “pick the tallest pygmy.” You settle and ultimately hire the “cream of the crap” or the “best of the worst.” After 6 months things aren’t working out and you are asking yourself, “Why did I hire this person?” It is now time to either hold them accountable, manage tough or start the process all over again.

In our best selling book on hiring top talent, we refer to this methodology as, “crap shoot hiring.” Its like rolling the dice and hoping you hit the number. Companies often run ads, cross their fingers and hope a great candidate will be motivated to respond to the posting. It just rarely happens that way. More often than not great candidates are turned off by company ads. Top talent read these ads and think, “I already have that job. Why do I want to respond to this posting?” So the only candidates that respond are those that are actively seeking a new position or unemployed. Sometimes companies do hit the jackpot and a great candidate responds, however, they are often off the market before most companies get through the stack of resumes.

If you want to attract top talent you have to understand what motivates top talent. Similar to advertising for customers, the ad must be about them, not you. Most job postings are a list of demands that are all about the company and nothing about what is in it for the candidate. Consider creating what we refer to as a “Compelling Marketing Statement.” (Click Here for some examples)

There are three things that all top talent is looking for:

1) Top talent always want to be learning. They thrive on expanding their knowledge. Growth is not just moving up in a company. Growth has to be personal. They have to be challenged, given opportunities to learn, take on new projects outside their normal function, be stretched and be learning something new.

2) Top talent need to make an impact. Maintenance roles are not for top talent. Companies have to ensure that top talent have the opportunity to really impact the organization. They want to improve earnings, open new offices, introduce new products, grow a business to new heights or take on a project that will change the company.

3) Top talent want to become something bigger than what they are. Maslow came up with this in the 50’s. He called it self-actualization. Top talent strive to be something more. They want to be all they can be. Personal growth is critical and if their personal growth flattens out they immediately start seeking a position that will continue their growth.

If candidates don't seek these, then by definition they are not top talent.

What this means is if you want to attract top talent you have to motivate them. Posting the boring job description doesn’t address any of these issues. You need to think like a Madison Ave. advertising company that knows to display the benefits to the reader. Here are three things you can do to motivate top talent in your ad:

1) Include the vision of your company. The goals, objectives, and where the company is going. Top talent want to be a part of a growing, energetic company that has a vision.

2) Don’t list duties and responsibilities. Instead discuss how they will contribute to the vision, provide challenges that will ensure they learn and how this role will help them reach their goals. This is what excites top talent and differentiates you from the thousands of jobs listed on the board.

3) Challenge them with specific objectives they will accomplish. This is the learning and growing that all top talent want to achieve.

Top talent will then read your ad and think to themselves, “That’s what I’ve been looking for. That is what is missing in my current position and company.”

Remember top talent could care less about what you want. They are interested in “what’s in it for me.” Post an ad that demonstrates that and top talent will start responding to your ads.

For more information on how to attract top talent visit our website at www.impacthiringsolutions.com

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