This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert April 29, 1998: Writing Employment Advertising That Works Have you ever looked at employment advertising? Really looked at it carefully? With the exception of a few enlightened employers, most employment advertising spends the bulk of its ink talking about what the company is looking for. In this job market, who cares? Most employers are laboring under the mistaken belief that the prospective employee needs to "sell" him- or herself to the company. Not so anymore! Employees today can pick and choose whom they want to work for; it’s not like the old days when prospective employees were plentiful. The labor shortages have changed the rules of the game—big time! Enlightened employers realize that it takes more now to attract good people. What really works in employment advertising is to talk about the "career opportunity," the "training," the "comfort of the team environment," the "chance to make a difference," etc. If they have extra space, they mention their ESOP, stock options, or 401(k) plan. Yes, they recognize the need to SELL their companies in the ads. While we have seen the larger companies "get wise," the smaller and medium-size companies have been slow to get the message. As the labor shortage intensifies, we will see a universal shift in the writing of employment advertising. Wise investment of ink and space can mean the difference between the phone ringing with applicants or not having the people needed to serve customers. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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