<p>Employment advertisements attract a lot of audience and are one of the most frequently done media release by organisations. Globally, organisations are spending millions of dollars on employment advertisements and every possible media carries a section for the same. Many of the leading dailies in the country also have separate sections or supplements to cater to this market. <br /><br />An employment ad reaches out to a large audience and the aim is to give information about the job, requirements from an ideal candidate, nature of work, and give an idea of how the organisation is. <br /><br />Rather than just spreading information of available jobs, new age employment advertising gives a holistic view about the job and organisation. Employment advertisements are a critical way to reach out to multiple stakeholders and many do not see it just as a way to attract potential candidates. <br /><br />Employment advertisements can convey a lot to multiple stakeholders in terms of job, work environment, employer brand, company offerings to market, and specifics about the industry in which they operate. <br /><br />However, as an employment advertisement, the important aspects are still about the job description, profile of an ideal candidate required, and the selection criteria. At this level of analysis, it is important that advertisement speaks about the person organisation fit and person job fit. The first aspect is conveying the employer value proposition. What the organisation offers and does it suit the personality, attitude, and expectations of a prospective candidate. Statements like: “Work for a company that defines new technology”, “Explore opportunities for a creativity centre” , “Be the change agent” , “Work with the best employer” and “Where the youth take charge” are essentially speaking about these value propositions from an organisation perspective. Ideally, it will provide as the main selling point of the organisation to a prospective employee. It speaks about some prospects of the job being mentioned, for instance, in a research organisation, there exists work freedom, working on latest technologies, or where somebody has opportunities to make considerable changes. <br /><br />The second aspect is the person job fit. Here, apart from the qualifications and experience that the organisation is looking at, some of the aspects like behavioural competencies are conveyed. Statements like: “Looking for a creative individual”, “Action-oriented go-getter”, “Analytical and research oriented”, “Great communicator and networker” and “Global outlook” are some of the aspects that speak about the person job fit in terms of competencies. These two, if conveyed effectively, to some extent can help those interested, to apply and secure jobs in good organisations. AOL’s recent advertisements speak about creativity and its requirement of creative people. More importantly, it can help weed out those totally not fit. It is an interesting way of saying that the job is creative by nature, the organisation nurtures a creative environment, and is on the look out for creative people. Some other aspects that are conveyed relate to industry or job requirements. <br /><br />Aspects such as safety while working in a mine or refinery, traveling on job with the merchant navy, hours of working in the outsourcing industry, talk about the industry in general. <br /><br />Advertisements and creativity are inseparable and a successful job advertisement is one that can balance creativity and the message of branding. Interestingly, organisations are using the services of big advertising agencies and even cartoonists like Mario Miranda to convey their message. Sometimes, very deep messages involving beliefs, values, essence of working together, even how is it to spend time in an organisation are conveyed through interesting mechanisms like cartoons and images that can touch the audience at a very different level. For example, Infosys’ use of images of employees who have worked there for long and their personal accounts about growth opportunities with the company, leadership, or values can relate more with potential employees and also with general public. Employment advertisements carry a huge effect of general corporate identity and image. <br /><br />Research has shown that perceptions of brand image in terms of brand personality or brand value propositions are formed by media messaging. Employment advertisements can also influence customer or investor perceptions. Imagine a technology company seeing candidates for its newly formed business unit. <br /><br />Potential customers who might see the advertisement might consider the organisation as a future vendor. Similarly, an organisation which is setting up a business unit or expanding an existing one, might seek candidates and even put numbers to it. For a listed organisation, investors or analysts will see this growth and would generate positive reactions. <br /><br />Anemployment advertisement in the new age is not just about attracting future employees but is also conveying messages to current employees, customers, and public in general and is a corporate identity-building vehicle.<br /><br />The practices followed in creating and publishing employment advertisements are innovative and open up a plethora of opportunities.<br /><br />From a black and white positions open advertisement published in newspapers, employment ads have matured a lot in terms of content, appeal, and even the range of media through which they are projected. It has become an area where HR, creative,corporate communications and media professionals are working together to create a unique appeal to the audience. For example, at Acropetal Technologies, when we create employment ads, the aspects that are considered are, the key message about the organisation - we align it to freedom, autonomy, and opportunities. The advertisements speak about our business units in general so that prospective clients also get an idea. <br /><br />The creativity aspect is done by corporate communications and advertising agencies. Organisations also employ branding and creative agencies to design the advertisements as new thoughts are brought in by them. However, the objective of an advertisement is served if the purpose, content, and creativity go together and is exhibited through the right media. <br /><br />Today, we have many options where an employment ad can be exhibited. From newspapers, magazines, outdoor, to online job portals, facebook or linkedin the options are many. It also caters to different audience profiles as well. <br /><br />The designs of an advertisement for these mediums are also different. The options for a creative mind can be numerous in these various media and it is up to the organisations to choose the medium, creativity elements and content. <br /><br />The new age employment advertisements give multitude of possibilities in terms of the message it conveys, options of presentations, and media for coverage and is a powerful vehicle for corporate branding and identity creation. <br /><br />An effective advertisement can increase ROI by attracting qualified candidates, better recall of the brand, and enhancing the image among various stakeholders. <br /><br /><em>(The writer is is the Vice President, HR and corporate development, Acropetal Technologies, India where he heads the function.)</em></p>
<p>Employment advertisements attract a lot of audience and are one of the most frequently done media release by organisations. Globally, organisations are spending millions of dollars on employment advertisements and every possible media carries a section for the same. Many of the leading dailies in the country also have separate sections or supplements to cater to this market. <br /><br />An employment ad reaches out to a large audience and the aim is to give information about the job, requirements from an ideal candidate, nature of work, and give an idea of how the organisation is. <br /><br />Rather than just spreading information of available jobs, new age employment advertising gives a holistic view about the job and organisation. Employment advertisements are a critical way to reach out to multiple stakeholders and many do not see it just as a way to attract potential candidates. <br /><br />Employment advertisements can convey a lot to multiple stakeholders in terms of job, work environment, employer brand, company offerings to market, and specifics about the industry in which they operate. <br /><br />However, as an employment advertisement, the important aspects are still about the job description, profile of an ideal candidate required, and the selection criteria. At this level of analysis, it is important that advertisement speaks about the person organisation fit and person job fit. The first aspect is conveying the employer value proposition. What the organisation offers and does it suit the personality, attitude, and expectations of a prospective candidate. Statements like: “Work for a company that defines new technology”, “Explore opportunities for a creativity centre” , “Be the change agent” , “Work with the best employer” and “Where the youth take charge” are essentially speaking about these value propositions from an organisation perspective. Ideally, it will provide as the main selling point of the organisation to a prospective employee. It speaks about some prospects of the job being mentioned, for instance, in a research organisation, there exists work freedom, working on latest technologies, or where somebody has opportunities to make considerable changes. <br /><br />The second aspect is the person job fit. Here, apart from the qualifications and experience that the organisation is looking at, some of the aspects like behavioural competencies are conveyed. Statements like: “Looking for a creative individual”, “Action-oriented go-getter”, “Analytical and research oriented”, “Great communicator and networker” and “Global outlook” are some of the aspects that speak about the person job fit in terms of competencies. These two, if conveyed effectively, to some extent can help those interested, to apply and secure jobs in good organisations. AOL’s recent advertisements speak about creativity and its requirement of creative people. More importantly, it can help weed out those totally not fit. It is an interesting way of saying that the job is creative by nature, the organisation nurtures a creative environment, and is on the look out for creative people. Some other aspects that are conveyed relate to industry or job requirements. <br /><br />Aspects such as safety while working in a mine or refinery, traveling on job with the merchant navy, hours of working in the outsourcing industry, talk about the industry in general. <br /><br />Advertisements and creativity are inseparable and a successful job advertisement is one that can balance creativity and the message of branding. Interestingly, organisations are using the services of big advertising agencies and even cartoonists like Mario Miranda to convey their message. Sometimes, very deep messages involving beliefs, values, essence of working together, even how is it to spend time in an organisation are conveyed through interesting mechanisms like cartoons and images that can touch the audience at a very different level. For example, Infosys’ use of images of employees who have worked there for long and their personal accounts about growth opportunities with the company, leadership, or values can relate more with potential employees and also with general public. Employment advertisements carry a huge effect of general corporate identity and image. <br /><br />Research has shown that perceptions of brand image in terms of brand personality or brand value propositions are formed by media messaging. Employment advertisements can also influence customer or investor perceptions. Imagine a technology company seeing candidates for its newly formed business unit. <br /><br />Potential customers who might see the advertisement might consider the organisation as a future vendor. Similarly, an organisation which is setting up a business unit or expanding an existing one, might seek candidates and even put numbers to it. For a listed organisation, investors or analysts will see this growth and would generate positive reactions. <br /><br />Anemployment advertisement in the new age is not just about attracting future employees but is also conveying messages to current employees, customers, and public in general and is a corporate identity-building vehicle.<br /><br />The practices followed in creating and publishing employment advertisements are innovative and open up a plethora of opportunities.<br /><br />From a black and white positions open advertisement published in newspapers, employment ads have matured a lot in terms of content, appeal, and even the range of media through which they are projected. It has become an area where HR, creative,corporate communications and media professionals are working together to create a unique appeal to the audience. For example, at Acropetal Technologies, when we create employment ads, the aspects that are considered are, the key message about the organisation - we align it to freedom, autonomy, and opportunities. The advertisements speak about our business units in general so that prospective clients also get an idea. <br /><br />The creativity aspect is done by corporate communications and advertising agencies. Organisations also employ branding and creative agencies to design the advertisements as new thoughts are brought in by them. However, the objective of an advertisement is served if the purpose, content, and creativity go together and is exhibited through the right media. <br /><br />Today, we have many options where an employment ad can be exhibited. From newspapers, magazines, outdoor, to online job portals, facebook or linkedin the options are many. It also caters to different audience profiles as well. <br /><br />The designs of an advertisement for these mediums are also different. The options for a creative mind can be numerous in these various media and it is up to the organisations to choose the medium, creativity elements and content. <br /><br />The new age employment advertisements give multitude of possibilities in terms of the message it conveys, options of presentations, and media for coverage and is a powerful vehicle for corporate branding and identity creation. <br /><br />An effective advertisement can increase ROI by attracting qualified candidates, better recall of the brand, and enhancing the image among various stakeholders. <br /><br /><em>(The writer is is the Vice President, HR and corporate development, Acropetal Technologies, India where he heads the function.)</em></p>
