HR Solutions: Tips can make advertising via Internet more effective

Identify needs and sell the job as well as the company when posting jobs on the Internet

In today's staffing drought, more businesses are turning to the Internet for recruiting active and passive job seekers. The Internet is fast becoming a preferred recruiting tool, even traditional newspaper help-wanted ads.

However, the Web will not help you if you do not know how to write an effective cyber job posting. Seven questions must be answered to determine the content and order of information.

What are the prospective candidates' "hot buttons"? Put yourself in the job seeker's shoes. What are the specific needs of the people who would consider your job opening? For example, if you want to fill a part-time greeter position in a retail store, retirees might be the perfect target audience.

Their needs consist of wanting to feel useful, make new friends, stay in touch with the working world, obtain structure for their lives and earn additional income to supplement Social Security.

Why would anyone want to work for your company? Always think of your cup as half full; ignore the negatives and focus on the positives. Tangibles, such as insurance, are obvious, but don't forget the intangibles, too, such as a team-oriented environment and family atmosphere. Once you determine a list, review each item and ensure you document benefits in addition to features.

For instance, if your organization is sizable, the number of employees is a feature. But what will cause a candidate to apply are the benefits of size. Larger businesses offer more opportunities for advancement, which infers a higher standard of living and ability to advance within a career. Retirement plans provide security for an employee's future.

Why would anyone want this job? Favorable aspects must be ascertained, even with less-than-glamorous employment situations. For example, hotel housekeeper occupations traditionally are not perceived by individuals as desirable career options.

However, the advantage is that the hotel industry is known for providing chances for rapid promotions into management, often without insisting upon college degrees.

What are the responsibilities and personality characteristics required? List the key areas of accountability and character traits that are prerequisites, such as self-motivation, organizational skills and the ability to handle multiple priorities. If an applicant sees a description of himself, they are more likely to respond.

Why would anyone want to move to where the job opening is located? Assess the geographic area and espouse the advantages. For example, Springfield is nestled in the beautiful Ozarks Mountains, offers extensive outdoor recreational possibilities, maintains a low crime rate and boasts of a great public school system.

What information will sell the job seeker on the opening? Review all the information listed above. Rank each item in terms of its effectiveness to persuade a prospective candidate to apply. That will decide the arrangement of the content of your ad.

What key words might be searched on that are not in your ad? Individuals use key-word searches to find ads of interest. As a last sentence, write "key words" and list words a person might search for you have not included in your copy.

Create an ad as big as you like, because an unlimited amount of lines is allowed. Be sure to use phrases that denote a sense of urgency in responding, such as "immediate opening" or "apply right away."

Do not use all capital letters because it is considered screaming. Use complete sentences, and do not use abbreviations.

List several options to apply, such as an e-mail address, regular mailing address, telephone number, 800 number and fax.

The Internet is an invaluable source for recruiting. Begin writing your job postings the cyber way and significantly increase your ability to rapidly fill your jobs.

(Lynne Haggerman, MS, is president and owner of Haggerman & Associates, an employment, management training, human resources consulting, and outplacement firm, and the author of "The Employers' Guide to Recruiting on the Internet.")