Stylistics

Though for several years already, I prefer to use internet to read newspapers and news, I cannot deny that for instance customer magazines with special offers I still prefer to read on paper. After all, it is a good reading when you are having your morning (or afternoon) coffee. So last week, when I was looking Selver’s (local Supermarket chain) offers from their newsletter, I noticed their job ad, where they were looking for employees to several positions, such as Service Manager, Category Managers, Cleaners, etc.

To be honest, Selver is not a pioneer in the field when it comes to customer newsletters as recruitment channels. There are also other companies that have used the same method for a while now. However, it is extremely clever method that helps a company to target passive candidates who are currently not looking for a job, but when noticing your ad might consider applying for it.

It is well known fact that a large part of these newsletters are never read since most people just throw them away. This means, that to make more use of the newsletters companies must find some additional use for them to catch this way two birds with one stone.

  

Actually last week wasn’t the first time when I noticed Selver’s recruitment ads. For some time now I have noticed their job ads with new visual and to tell you the truth, I like it. What I like here the most is that they use the same layout in ALL (regardless of the location or position) their job posts, regardless of whether the advertisement is published in job portal or in newsletter.

Though, they do not state the salary of the position in that BAKER’s job ad, but there are plenty of different offerings mentioned in the post that should get attention and create interest in potential candidates. For example, they invite to join to their Sports Club for free of concessional terms, offer more bonus points with their customer program, etc.

In addition, I would like to draw your attention to the words used in the job ad (the ones that are in read and in capital letters, where they state what the job is about, what they offer, etc). Instead that to use for example: “From suitable candidate is expected to have…” (or similar), they use following: “Your job would be…”, “We are waiting for you…”, “We are offering to you”. To use this kind of second person addressee i.e. usage of word “you”, tends to connect potential candidates, makes the ad more personal to them, so that it kind of starts to “speak” with them. Also, the readers of the ad feel, that this job is really meant for me.

The same effect you get when you use words “we” and “our” in job post. Like for instance in this Selver’s ad they have used “We have been in business since…”, “At our place…”, etc. This makes a reader to feel that company opens itself up and introduces itself and expects candidates to do the same when applying for the job.

Takeaways:

-       If your company has customer magazine that you send to your clients either by mail or by e-mail (or by Direct Mail), consider also publishing your job ads in there.

-       Stylistics are important in job ad! Candidates feel more connected with open position when you use word “you” when describing your vacancy. The same recommendation also applies when you are describing your company – try to use first person addresser such as “we” and “us”.

-       You can also use help of Design Company for preparing the advertisement layout and then modifying the contents yourself as needed. To have designed layout in all job posts helps you: (1) to make your job advertisement visually more attractive and differentiate from others, and (2) to impress your candidates. They feel that company has contributed to the ad, which means that filling of the position is probably important to you.