How You Can Expand The Pool To Find Qualified Candidates

Q. How can we improve our advertising so it expands the pool of candidates we attract?

Most company's job advertisements actually turn off many candidates which results in a very small pool of candidates to choose from.

If you want to expand the pool of candidates your ads attract, you probably need to change your advertisements so they get to the candidate's motivations. Advertising is supposed to be targeted to the customer or person you want to get excited about your product or service. Job ads rarely do this. Most ads do what we refer to as “drill sergeant” advertising. Too often the ads are a list of demands the company requires. We want X years of experience, X education, X skills and experience, etc, and if you don't have these you shouldn't reply. This is not targeted to the person you want to attract and certainly not focused on what will motivate someone, other than those actively seeking a new job, to reply. That is why most companies are limited to those candidates available, rather than those open to exploring something new that gets them excited. Few ads get to the motivation of the candidate.

If you want to expand the pool of candidates you should begin to advertise with the candidate in mind. Focus on what will motivate those candidates not actively seeking a position, but open to something new if they are motivated. This usually involves three things, the opportunity to learn, make in impact on the company, and grow. I recommend focusing your advertisements on these three things.

This is what the great advertisers know how to do. Think about Nike, Apple and McDonald's and how their ads are all about the motivations of the person. They are not about them.

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I welcome  your thoughts and comments.

Brad Remillard


About the Author

Brad Remillard is a founding Partner of IMPACT Hiring Solutions, co-author of "You're NOT the Person I Hired", and "This is NOT the Position I Accepted". Brad is an award-winning international speaker, retained executive recruiter, and expert on hiring and retaining top talent, and executive job search.

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