What job advertisements tell applicants about companies: Job offers between wish and reality


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Job advertisements too often have too many uniform texts and are full of empty phrases. It is often enough to be a little more specific, to empathize with the needs and expectations of applicants or to illustrate them with examples. But what do job offers really reveal?

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Marco De Micheli photo-500x500-pixelMarco De Micheli is Publishing Director of the PRAXIUM Fachverlag in Zurich and book author specialized in Human Resource Management.

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1. Are you a market leader?

Applicants are not as interested in this as many companies think. It is even more boring because too many claim this “chief jewelry”.

Facts ensure your employer banding: What distinguishes you as an attractive and modern employer and what you offer - perhaps even as a unique selling point. Or refer to your facebook-Likes out and quote your fan customers.

2. To activities please concretes

Activities and tasks - the core, the essence of a job - are too often too poorly listed. Illustrate and substantiate tasks with current examples, differentiate main and secondary activities and inform with the percentage of time shares, is much better.

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A circular graphic with parts of the activity or even a word cloud as a special eye-catcher would be informative. Current tasks and projects on the career website are almost perfect ...

3. Social competencies yes, but which?

This is what everyone is expecting and is not censuring. Ask your team what the new boss is expecting, and tell them exactly what you are looking for when you are looking for leadership skills - authentic and concrete. And prove authenticity and tell them that these desires are from your team.

Example: "Your future team - we asked it - especially appreciates the enthusiasm for goals, inclusion in decisions and ideas, encouragement of talent with a lot of freedom and the focus on a strong team spirit".

4. Do you offer prospects?

Nice and good. But which? In three to four sentences, tell a little story, which employees recently realized and how this changed his job.

Or mention at least two keywords, such as: career opportunities, stays abroad, subsidy programs. If the space is not enough, you can put a reference or link on the career website.

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5. Are you team-capable and resilient?

Resilience is just as much an empty phrase as teamwork. Regarding the latter: “In our team humor is never neglected, willingness to help is capitalized, ability to criticize is a sign of maturity, respect and respect for performance and people and a good dose of enthusiasm for goals and tasks a must, what distinguishes the team and it also expected of you ”. Or: The team introduces itself in a video on the career website.

6. Do you expect geniuses?

You expect an all-rounder genius or shock with top requirements that even Steve Jobs could not have fulfilled? Then your mailbox will probably remain empty. Explain exactly what is important, what is a sideline and what is a must and, most importantly, that you can learn many of the requirements.

Limit yourself to a few, but precisely formulated, success and job-related requirements! Or you can encourage: “If you only meet two to three of these requirements, you should contact us. You can learn a lot ”.

7. Social media is in

We also have to include it in our job advertisement. So: We are also on Facebook. Is that it then? Tell us what interesting candidates can expect there:

To present a team with a video, a blog in which the team reports about a project, postings on important questions or tweets from apprentices who have just completed their apprenticeship and reveal what they have learned in the company.

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8. Logo and company buildings

They (still) have many job advertisements. But nobody cares. How about the latest product in the hands of a customer, a current test winner award, original reviews from customers from the Facebook-Fanpage or handing over the diploma to an apprentice?

Emotions and people - whether customers or employees - are also allowed in job advertisements and not only successful in advertising!

9. They offer challenges

Well, that's something. However, if you call up current projects, a continuing education, two to three possible concrete career levels or a particularly exciting goal, you will bring up the term challenges to life.

And motivate the ad reader to Casting. Example: "A website with exciting and new ideas is coming up - they will be there right from the start and can contribute their knowledge".

10. Are you looking for robots or people?

Rather, people. Then you speak to them in the same way, you want their emotions. Storytelling, original quotes, photos and exciting team characterizations are some examples.

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More opportunities offer a career website or a social media presence for reasons of space and because of the greater variety of usable media forms. Look for authenticity!

11. Speak important motifs

Marketing knows many customers' motifs and appeals to them. Job applicants have these as well.

Motivation to work and to be able to apply for career and status, workplace security, development, success, use of talents and skills, salary and more, often depending on position, function and company culture. A few more are added to executives.

12. You can expect a well-prepared team

Alright. After all, grumpy applicants feel put off by this. But it is also possible: “The team consists of all age groups. Each and every one of them is an upright, gripping, especially helpful and ambitious personality. They work with a lot of commitment, appreciate humor and value harmonious coexistence - and a team colleague who appreciates all of this and brings a lot of it with them. ”

Admittedly, some of these suggestions can sometimes be a little too extensive or complex. But social media, online job advertisements and career websites are not a problem. And in print ads one can refer to this. Exciting and informative job advertisements are also read when there are extensive texts.

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  1. Eve Line

    Very nice composition! So many people would stand out from the unions! ?

    • Profession pictures

      Thank you!

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