Job advertisements that really make a difference: Polarize and be honest!


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Similarly, several studies show that most readers of job advertisements do not understand what the task being done is. The next hurdle for potential applicants is to reconcile their own experiences, qualifications and expectations with the often overstated requirements profiles.

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Axel Haitzer 63Axel Haitzer is a cross-thinker, an expert in human resources (marketing) and e-business.

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Operating instructions instead of plain text

The majority of the advertisements also seems unbelievable, somehow spurious so simply not authentic. The many worthworms and community places do not contribute to a better understanding of the job advertisements.

And if there is even specialist literature for applicants with titles such as “Understanding job advertisements correctly” or “Reading job advertisements correctly”, the texts in job advertisements obviously offer considerable optimization potential, because the target group should actually understand the advertisements without operating instructions.

Headache

The following job advertisement caused - so they say - great sensation and at the same time caused a high response, so many applicants:

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Men for dangerous travel wanted: Low payment. Iciness. Long months of complete darkness. Permanent hazards. Return uncertain. Success: honor and recognition.

Ideal: openness, emotions and polarization

The Antarctic explorer Sir Ernest Henry Shackleton, depicted above, is said to have published the ad around the year 1900 in the London Times to find participants for his expedition to the South Pole. The existence of the advertisement is not proven. But that is not important either.

Rather, I am concerned with the outstanding example of openness, honesty, emotion and not least the overall high degree of polarization potential. It is through this mixture that the wrong candidates are deterred and the right ones put on.

The “typical” job advertisement: one is like the other!

Let us now assume that Sir Ernest Shackleton would be personallee in a German company. Then his ad might have looked like this:

We are a leading international company in the event and research industry. Our products and services set standards. We are already planning tomorrow, because success is no coincidence. We grow - this is your chance! Shape the future with us! For a trip to the south, we are looking for employees as soon as possible [m / w]. Experience pure nature! If you are team-oriented and flexible, you think analytically, are creative, responsible, assertive and service-oriented, then you fit perfectly into our team. Interested? Then we look forward to your meaningful Casting indicating your salary expectations.

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Plain text in job advertisements, that would be something!

Whether Sir Shackleton with this type of display would have received more or less backflows, was set. Certainly, however, completely different candidates had applied to him. Probably many loafers would have reported themselves in short pants.

But at the latest when these applicants had found out that “south” meant not 30 degrees in the shade by the pool, but minus 30 degrees in heavy snow, that “experiencing nature” was not a luxury resort in the countryside, but a tent, which also has to be assembled and disassembled every day - yes, at the latest then these people would have looked for space.

Matching text for matching participants

And Sir Ernest Shackleton would have wasted time and money in recruiting, or even compromising the success of his expedition.

However, since Sir Shackleton was looking for suitable participants, he formulated his ad accordingly - nevertheless, he should have received more than 4.000 applications. So it does not hurt to speak in plain language. Instead of making promises, as many companies do, that they can not keep.

Flosks are not arguments

In job advertisements applicants often read anglicisms, phrases and phrases. In the best case, the candidates guess what this could mean. This does not provide clarity, but stirs up half-knowledge and prejudice. Creating successful job advertisements is difficult and a thing for professionals.

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What should be the result of a personal advertisement, which, broken by interested laymen, is only a thin, emotionless job description, and those self-explanations and phrases that are currently on hand (or copied from other job advertisements)?

More transparency would help everyone!

More clarity and transparency in job advertisements would help applicants and employers to the same extent. Until it is up to the applicants, it is only up to the applicants to know exactly what is expected of them and to try to find out what they are expecting.


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  1. Kompetenz.Persönlich.Gestalten.

    An amusing and thought-provoking contribution. Whether there is enough courage on the part of some management to be so open? It would be nice ... ☺

  2. Cornelia Bohlen

    RT @Berufebilder: Job advertisements that really bring something: Polarize & be honest! - - Exciting contributionIeUIadwmZz

  3. Dajana Mehner

    What am I doing here? - For #clear text in job advertisements: - Exciting contributionE4zHTswy2w @Berufebilder

  4. Christian Klement

    RT @Following_HR: “Job advertisements that really make a difference: polarize & be honest! | PROFESSIONAL PICTURES ” - Exciting contribution9ZzlApR ...

  5. Stefan Döring

    “Job advertisements that really make a difference: polarize & be honest! | PROFESSIONAL PICTURES ” - Exciting contribution9ZzlApRcVe

  6. Marco Caduff

    Job advertisements that really make a difference: polarize & be honest! | - Exciting contributionDKE1JkSIsL

  7. Mats

    Absolutely to read - why in #Stellenanzeige Klartext must be spoken.
    - Exciting contributionMSu8X2JJMt
    @Quergeist @Berufebilder

  8. Marcus Fischer

    @quergeist: Job advertisements that really bring something: Polarize & be honest! | PROFESSIONAL PICTURES - Exciting contributionZT2zzyBMDl

  9. Low Performer

    @Coach_Koeln it takes courage ...

  10. UH

    RT @Berufebilder: Job advertisements that really bring something: Polarize & be honest! - - Exciting contributionIeUIadwmZz

  11. TMP Germany

    RT @Berufebilder: Job advertisements that really bring something: Polarize & be honest! - - Exciting contributionIeUIadwmZz

  12. Bettina Schöbitz

    RT @Berufebilder: Job advertisements that really bring something: Polarize & be honest! - - Exciting contributionIeUIadwmZz

  13. Dr. Bernd Slaghuis

    RT @Berufebilder: Job advertisements that really bring something: Polarize & be honest! - - Exciting contributionIeUIadwmZz

  14. Dr. Böck upo

    RT @jobcollege: Job advertisements that really bring something: Polarize & be honest !: Several stud ... - Exciting contribution8CkLrohYaw # B ...

  15. Competencepartner

    Job advertisements that really bring something: Polarize & be honest !: Several stud ... - Exciting contribution8CkLrohYaw #Professional # Education

  16. firm-job

    Job advertisements that really bring something: Polarize & be honest !: Several studies prove that ... - Exciting contributionaVZgMUkzDW

  17. Forget about benchmarking & best practice: wrong ways in personnel marketing | PROFESSIONAL PICTURES

    […] Differentiation with benchmarking? Nothing! This phenomenon can be marveled at in personnel marketing, for example, with job advertisements that are like one egg to the other. I've written about it before. [...]

  18. Expert question: The successful job exchange in 3 years | Online-Recruiting.net

    [...] Job advertisements often do not match the advertised position because HR professionals express themselves unclearly, also thanks to AGG. [...]

  19. Tim Luternauer

    Why Job Advertisements are often misunderstood | Berufebilder by Simone Janson

  20. Job search with social media: time savings or waste of time? »Imgriff.com

    [...] could look like a job advertisement with which absolutely suitable applicants are searched: Namely using the example of the Antarctic researcher Sir Ernest Henry Shackleton, who took 1900 men for a dangerous journey for a low pay with an uncertain outcome [...]

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