We all hope that our job ads will attract candidates who will turn into motivated, passionate, productive employees. However, our hopes are often dashed. This is because the typical ad is attracting the wrong people. Let me explain why.

Here is an example of the “typical” ad:

Customer Service Manager
Earthquake Movers LLC is a moving and storage company established in 1985. We are looking for a motivated self-starter to be our Customer Service Manager. This person will handle customer problems and manage a staff of 3. The requirements for the job are:
• College graduate
• 3-5 years of customer service experience
• Strong verbal communication skills
• Familiar with Microsoft Office and QuickBooks
• Supervisory experience
We offer a competitive salary, medical benefits, friendly co-workers, and a nice office. If you are interested in applying for this job, please send us your resume.

Here is the sequence: description of the company, job description, list of skills needed for the position, call to action (“send us your resume”). The ad is focused on the company’s needs. You will get resumes as a result of this ad. But not the great candidates you want. Why? Because it does not answer the one key question in the minds of talented people: “why is this job worth my time to pursue?”

You may object, saying, “I already have some language in my job ad about competitive salary, medical benefits, friendly co-workers, and a nice office. Isn’t that worth their time?”

No, it is not.

You see, the best ads capture the quality candidate’s imagination. They communicate a vision and passion. Successful people need to imagine themselves in the job, making a difference. They want to be part of something bigger than themselves, and they want the opportunity for personal growth along with the company. Speak directly to these people, without boilerplate language.

Let’s re-write the Earthquake movers ad. After reading it, I think that it will be clear the difference in approach and who would be motivated to respond.

Extreme Customer Care Manager
We have an opportunity for you to be part of a strategic change initiative at a successful Moving and Storage company seeking to move their post-sale support operations to the next level while upgrading the customer experience.

In this role, you would be responsible for contributing to the updating of our Customer Care functions including technical care, end-user training, customer relations and call center. You would help drive our mission to increase customer satisfaction. We are planning to emulate memorable, “Extreme Customer Focus Care” similar to a Luxury product or the Customer Experience at Zappos, Apple, Tesla… we wish to take customer care above and beyond the norm for our industry. Turn customer problems into customer loyalty and relationship improvement.
Desired Skills and Experience:
• College degree
• 3-5 years experience in customer service operations
• Prior management role
• Analytical mind set
• History of driving organizational change
• Desire to pursue excellence in customer service
About Us
Earthquake Movers has grown from a two- person/one truck operation in 1985 to a leader in our industry. We are committed to cutting edge improvements to benefit our customers and employees.

Apply on the company website.

The takeaway is that in order to attract the type of candidate who will make a difference, you need to write your ads to target that person, not the run of the mill job seeker.

If you need help with your hiring, contact me.