How do you attract the best talent and keep the A-players? In this episode, Franziska highlights the connection between a job posting and marketing your business to make sure your advertised position stands out to potential applicants. 

0:00 Intro
0:30 A great job ad is all about marketing
0:57 The Great Resignation
2:14 Creating a Culture Book for your business
2:30 Parts of a job ad
2:44 Title
3:12 Sub-headline: About us (your company/business)
3:34 About the role
4:04 About the person you’re looking for
4:24 How to apply

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Franziska: Hi and welcome back! I wanted to share with you quickly here how to write a great job ad and the reason why is because I was just looking at a job ad from one of our Clever Bunch members that they are using to hire a Marketing Assistant. And there’s a lot of feedback that I’ve got for them that I thought might be useful for you also to understand a little bit what makes a great job ad. Now, the reason why I’m sharing this here is because it is all about marketing. Running a great job ad and finding the best A-players in the market is very much about marketing your business in a very compelling way, and we do a lot of internal branding here at our branding agency, so this is something that I’m very passionate about because marketing and branding can be used of course for customers, but also for team members. And especially now there’s a little bit here in Australia, and in different countries around the world, there’s a little bit of a shortage in talent and they call it also “The Great Resignation” at the moment where people are migrating to different jobs, and working remotely and having more access to different jobs. So what we need to do because there’s so much choice for people, we need to make sure that you, as a company, can become the first company that people want to choose to work for, and especially that A-players want to choose to work for. So a few quick things here and then I’ll get into the job ad structure, is to think about~, first of all, you need to write a really, really good job ad, if you do a job ad. Make sure that you also share this job ad, not just on job advertising websites, but also on your social media channels because you never know who knows who. Something else also is you might have to be a bit more proactive nowadays with reaching out to people and being proactive finding the people that you want to hire, not just sitting there passively waiting for someone to answer to your job ad, but probably also do a little bit of prospecting like you would with gaining more customers and clients. And lastly, also think about possibly creating a Culture Book for your business. And I’ve talked about this before, we can maybe link another video here that explains what a Culture Book is, and how to go about creating one. It’s a really great tool to hire and to keep your A-players on the team. Now to the job ad, there are different parts of a job ad, and I’ll just walk you through what I have here in front of my computer that was just helping with one of our members here. First, of course, you have the title, so here we have “Junior Marketing Rockstar,” and then just like with any sort of marketing campaign that you run you want to lead with some questions that will speak to the right person. So here we have, “Do you love marketing and creating campaigns that engage people? Do you get excited about the idea of helping business owners succeed?” So you have a few questions here that will engage the right person, like any ad, you need to make sure they keep reading. The second part here, the sub-headline we have is a little bit ‘About Us,’ and here you add a little bit about your business. “We are a fashion business,” or “we are a consultancy,” or “we are an electrician,” whatever your business and add a little bit about you, of course highlighting all your good traits. If you have a great culture you want to add that too. So a little bit about you, then the next part, the third part is about the role. So here for example, in this ad, we say, “We’re hiring a Junior Marketing Rockstar, and in this role, you will be…” and then it has a couple of things, another couple, more than a couple of items that they will be working on. “You will be setting up different marketing campaigns, you’ll be working with digital advertising, you’ll be setting up marketing funnels, you’ll be managing speaking engagements, you’ll be creating social media content, etc.” The next part, number four is the sub-headline here we have is about you, about the person you’re looking for. So about you, you are a self-starter, proactive, and resourceful. You are a keen learner, you have some experience with digital advertising, you love to write and etc., and then the last part is of course just how to apply. “To apply please send your CV and a short letter to the following address…” So these are the parts of a really great ad. I’d like you to just think about when you do your next job ad, whether that is for a marketing position or a different position is to really come from a place of how do I position this in the best light, how do I position this in a way that is going to attract the best talent. It’s really, really important to think about it that way, don’t skip on this, don’t make it just a quick exercise because you will attract more people and you will attract better people if you have a great job ad. I hope this is helpful and as always, feel free to share this with anyone who could use this tip, and this structure and thank you for being here in our community, it’s our honour and pleasure to support business owners in succeeding wildly through marketing mentoring. Until next time, have an amazing week. Bye for now!