Creating an irresistible job advert to recruit the ideal target employee is comparable as going to the doctor. Before a doctor provides you with a diagnosis he will first examine you, then he will compare several cures, he will offer you one solution and finally he will prescribe you the perfect medicine.
Candidate personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal employee. Personas help us all — in marketing, sales, hr, product, and services — Converting the ideal employee we’re trying to attract, and relate to our candidates as real humans. Having a deep understanding of your target candidates is critical to writing great job applications.
You can create candidate personas of your ideal employee’s by simply interviewing your current staff, your previous applicants or even by researching your competitors.
Depending on the type of job advert you are creating, you could have as few as one or two personas, or as many as 10 or 20. But if you’re new to personas, start small! You can always develop more personas later if needed.
To make an irresistible job advert, your ideal candidate’s reasons for applying to the role should tie back to the unique selling points of the job advert. When creating a job advert you should try to find the real ‘emotions’ or ‘triggering’ point of your ideal target candidate.
If your ideal candidate is a doctor who is interested in working with a mixed patient base, then you should understand why that particular doctor would apply to your specific job advertisement.
Your job advert isn’t just about the target candidate and their problem, it’s also about the solutions your position provides. Describe the work that your organisation does to help people like your target candidate, highlighting facts such as the number of people dealing with the same issue and how your organization is making a direct impact.
For example, Explain in your job application that you are specialised in rural GP work and that remote working in Australia. Explain in your job application that a specialty hospital or clinic might be inaccessible to the patient for geographic reasons, a rural General Practitioner needs to be proficient enough to provide a wider variety of services that might be passed off to a specialist if practicing in a big city. You could also use different reason explained in our previous blog post (5 benefits of working as a rural GP)
You have concluded your job advertisement by linking the ideal target candidate with your organisation but you are not done yet. Your target candidate is inspired, but may not know what to do with all that motivation. Give them a clear directive a stipulated time line of next interview steps.
Mentally the candidate will already have made the decision to start within your organisation on Monday, subject to your target candidate being successful
Are you ready to start attracted your ideal target candidates? Then click here to start advertising.