This Week's Herman Trend Alert

in Normal 2.0


  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; itís not like the old days when prospective employees were plentiful. The labor shortages have changed the rules of the gameóbig 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 Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

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