At least when you’re hiring professionals.
It’s been a bad habit in the past for us to create position ads that are far, far too dense on text. While HR wants to list every benefit — which does make sense as a marketing tool — the truth is that most healthcare facilities have equivalent benefits. And writing all that copy produces an ad that looks more like a car-rental contract than a job opening.
For a while we were trying to focus on the things to see and do in the area, but to my mind that’s not such a good idea. We’re about 30 miles from Laughlin, NV, where people go to gamble; next closest major destination is Vegas at 90 miles, then Flagstaff at 120 and Phoenix at 180. There’s hiking, to some extent, though not as much in the immediate locale as one might prefer; and there are lakes as well but each one is far enough away to qualify as a day trip.
Besides, we’re not really looking for people who plan to spend every weekend in Vegas.
Another strategy has been to show images of some of the locale, most notably the western end of the Grand Canyon — which is only easily accessible by helicopter flight, so I’m not sure what the point is. I suppose what set my teeth most on edge was when I learned a former recruiter had taken out a full-page ad extolling the virtues of this city — but included, as the only photograph, a shot of Havasupai Falls.
The problem? Havasupai Falls is located a day’s drive and a hike from here. There is nowhere, anywhere nearby, that looks even remotely like this. The image, in implying you’ll have sweeping vistas of its kind in your own backyard, is at best disingenuous. Since it was uncaptioned and therefore meant to be presumed to be a local attraction, it was really more a lie.
You don’t get people to come to work for you if you lie to them about the majesty of the landscape. They’ll look at the terrain, look at you, and wonder what else you haven’t been honest about.
So what does that leave us? If we’re not going to talk about specific employment attractions, or area attractions, what have we got left?
How about a discussion of the partnerships available by choosing to come to work with us, as with this ad for hospitalists?
The idea here was to reach out to professionals who felt they wanted a slightly different path than the one they were on. Maybe they felt restricted or constrained; or maybe they were ready to help get another program going; but in any case they no longer felt they fit where they were.
Or something a bit more succinct, as with this nursing recruitment ad?
Here, of course, we’re talking about fitting in again; the symbology is far too obvious for me to need to point it out.
With a professional-level recruitment ad, I don’t think the idea is to throw everything at the reader at once. The idea is basically to set the hook and get them to call. The recruiter is the one who closes the deal.
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