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Advertising Opportunities

 

When employers turn to you to advertise their opportunities it is likely that they are particularly aiming to recruit a certain 'type' of student. They may have high expectations that you can supply them with a large pool of appropriate candidates. Sometimes this will be the case. Occasionally, employers find that their adverts are unsuccessful - they may receive very few applications or applications which are unsuitable. This might be because of the calibre of the job or it could be because the timing and content of the advertisement are poor. it might be because their work experience opportunity is not in a popular sector or location. This section of the module aims to help you give good advice to employers on their advertising strategies.

Relating this issue back to your context, jot down a list of the most popular and least popular opportunities that you promote. Next to them, note down some reasons why you think this might be the case. Can you think of any suggestions that might address some of the reasons for unpopularity?

Post these thoughts to the forum, using the thread 'What's hot and what's not for your students?'

 

Activity

Let's go back to our employer Andy James at Brite Lites. He has found your previous advice helpful and has decided to use your service to advertise a vacancy. He has e-mailed you some more questions:

Hi there just a few quick questions.....


I'm thinking that we need a part time administrator here.

 

  1. What's the best way to advertise my vacancy?
  2. How long will the vacancy be advertised for?
  3. How likely am I to get applicants?
  4. What should I put in the advert to get the best applicants?

Begin by writing an e-mail response to Andy.

Lets turn to question 3 first. Do you monitor the take up of opportunities? If not, you might like to think about whether it is possible to introduce some sort of method to check the success or otherwise of work experience opportunities being placed with you. Knowing what type of work experience opportunities are most popular with your learners and what they respond to can enable you to give high quality personalised advice to employers. You might like to introduce some simple monitoring devices, which will depend on your context. For example:

  • Once per year, make a point of ringing all the employers who have placed adverts with you and get their feedback on the numbers and quality of candidates they have received applications from.
  • Ask a group of learners to select favourites from a range of work experience role descriptions

Turning to question 4 now, in 'The Complete Guide to Recruitment, Jane Newell Brown uses the acronym AIDA as a framework for writing a good job advert.

A = Attraction

I = Interest

D = Desire

A = Action

The 'failsafe advertising method' section beginning on p 149 explains more. The e-book can be accessed here.

Having read the chapter is there any additional advice which you would want to give to Andy?