招聘廣告如何出彩？
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????親愛的安妮：我負責為我們部門招聘新人，目前正在考慮如何描述我們所需要的能力和經驗。我們部門負責社交媒體營銷。這是公司的一個全新領域，所以之前的職位說明都無法作為模板，而且我在互聯網上找到的同類職務說明都非常無聊。既然我們要找充滿活力和想象力的人去做有趣的、有創意的工作，職位描述是否也應該有趣和有創意？這種想法是否有些瘋狂？您或您的讀者有什么建議嗎？——J.J. ????親愛的J.J.：一點都不瘋狂。LinkedIn招聘總監布蘭登?布朗解釋道：“職務說明通常只是招聘經理工作清單中的一項，所以職務說明最后往往變成了資格要求的枯燥羅列。”這無疑是在浪費機會。他說道：“受歡迎的候選人會有很多職位可以選擇，所以你如何讓自己的公司脫穎而出？正確的職位描述，通常是公司抓住人才眼球的第一次，同時也是最好的機會?！?/p> ????布朗在這方面有豐富的經驗。他在2010年加入LinkedIn時，這家社交媒體網站僅有約500名員工。如今，該網站在全世界30個城市的員工已經超過6000人。以下是LinkedIn編寫職位說明時的一些訣竅，相信可以給你相中的人才帶來驚喜： ????使用容易理解的職稱。“創造性”的職稱——比如用“辦公室忍者”來代表行政助理，用“品牌先鋒”來代替社交媒體專員等——不利于搜索，可能會讓不了解其意義的求職者失去興趣。 ????采用誠懇的會話式文風。許多招聘廣告都有“職位概述”這樣的標題，然后是兩三段行業術語。真是讓人昏昏欲睡。相反，布朗建議開門見山，直截了當地提出“為什么要加入我們？”然后用兩三句話來回答這個問題。 ????同樣，某些招聘廣告冗長的“職位要求”清單，可能會在一堆廢話當中，含蓄地提到工作的缺點。這是錯誤的。布朗說道：“招聘廣告要反映現實，這非常重要。如果一份工作因為某些原因會特別艱苦或具有挑戰性，要在招聘廣告中說出來，就像在與求職者面對面交流一樣?？梢粤谐鲆粋€‘這項職務最糟糕的一面’子目錄?！?/p> ????例如，LinkedIn增長非常迅速，以至于許多基本的程序尚未能完全開發，不得不邊做邊完善。如果你也存在這樣的問題，可以直接說明情況。布朗說道：“客觀地介紹職務的情況。你肯定不希望新人在入職后才收到‘意外之喜’?！?/p> ????宣傳公司的品牌。LinkedIn對不同行業的18,000名員工進行了調查，研究吸引他們接受新工作的因素，其中有56%表示雇主在就業市場的品牌是重要的影響因素。布朗說道：“人們希望能愛上自己工作的地方，所以你必須講清楚為什么人們會喜歡和你們一起工作?！睊仐壞切┛菰锏墓練v史簡介，用兩三句話來解釋你的公司現在為什么能鼓舞人心。 ????避免套話。不要使用枯燥無味的標準用語，例如“契合我們的文化，符合公司的價值觀”等，應該提供一些關于公司文化的具體信息——比如可以講一下你每天早上為什么愿意來這里上班。 |
????Dear Annie:I’ve been put in charge of hiring a few new people for our department, which does social media marketing, and I’m trying to come up with a way to describe the talent and experience we’re looking for. This is a pretty new area of the company, so there aren’t any old job descriptions around here that I could use as a template, and the ones I’ve been looking at online are mostly so boring. Is it crazy to think that, since we’re looking for dynamic, imaginative people to do interesting, creative work, the job description should be interesting and creative too? Do you or your readers have any suggestions? — Just Janet ????Dear J.J.:Not crazy at all. “Job descriptions are usually just an item on a hiring manager’s checklist, so they end up as a dry list of qualifications,” explains Brendan Browne, director of recruiting at LinkedIn. That’s a wasted opportunity. “Candidates in demand now have a choice of jobs, so how are you going to stand out?” he says. “The right description is often your first, and best, chance to catch the eye of the right talent.” ????Browne has had some experience with this.When he started at LinkedIn in 2010, the social media site had about 500 employees. It now has over 6,000, in 30 cities worldwide. Here are a few of LinkedIn’s tips for writing a job ad that will wow the people you want to attract: ????Use recognizable titles.“Creative” titles — like Office Ninja for administrative assistant, or Brand Champion when you mean social media specialist — aren’t search-friendly, and will likely put off anyone who doesn’t know what they mean. ????Keep the tone candid and conversational.Lots of ads feature a heading like “Job Overview,” followed by two or three paragraphs of jargon. Yawn. Instead, Browne recommends getting quickly to the point, with “Why Join Us?” followed by two or three sentences that answer the question. ????Likewise, long lists of “Job Requirements” in some ads often include a veiled reference to a drawback of the job, buried in verbiage. That’s a mistake. “It’s essential that the ad reflect the reality,” Browne notes. “If there is something that makes this role especially tough or challenging, say it as if you were speaking to the person. Put in a ‘Worst Part of the Job’ sub-head.” ????LinkedIn, for instance, is growing so fast that a few basic processes aren’t fully developed yet and have to be improvised on the fly. If something like that is true in your shop too, briefly say so. “Be authentic about the job,” says Browne. “You want no surprises for new hires later.” ????Promote your company’s brand.When LinkedIn surveyed 18,000 employees across various industries on what would lure them to a new job, 56% said an employer’s job-market brand was a big influence. “People want to love where they work, so why someone would love working with you has got to come screaming through,” Browne says. It helps to replace a typically dull list of details about the company’s history with two or three sentences explaining why your business is exciting now. ????Avoid buzzwords.Instead of eye-glazing boilerplate like “Fits well with our culture and the values consistent in our organization,” offer information about the actual culture at your company — maybe by mentioning why you like coming to work in the morning. |
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