‘Men wanted for hazardous journey.
Low wages, bitter cold, long hours of complete darkness. Safe return doubtful.
Honour and recognition in event of success.’
The most famous job advert that may never have existed. Ernest Shackleton’s call for a crew to join him in his Imperial Trans-Antarctic expedition in 1914 has been heralded as one of the best examples of a great job advert. Although there is no proof that the advert even ran, if legend is to be believed, 5,000 men applied to join Shackleton on his treacherous journey. The expedition ultimately failed in its quest to cross the Antarctic continent but has become infamous for its epic tale of survival, with all crew members of his ship Endurance returning safely.
What makes the advert so good?
Some hiring experts will point to its honesty and realistic prospects. Its rather blunt assertion that there was a high probability you wouldn’t return would have many job seekers dismissing the advert quickly enough. But the ones who were intrigued, who thought, ‘I could do that’, and envisioned themselves being part of the expedition team would have all shared similar characteristics. The advert was written in such a way that it appealed specifically to the type of person Shackleton was looking to recruit.
Essentially, job adverts are still doing the same now as they did for Shackleton’s expedition – appealing to the kind of individuals the organisation wants to hire. The parallels in terms of constructing a straightforward, honest advert remain the same today.
What attracts a potential candidate to a job advert?
A job advert can be the first impression of an organisation, but it can also be a window into working for a well-known brand or business. So, what might attract a potential applicant to read your advert?
Here are our Top 5:
1. Job title (keep it simple and recognisable)
2. Salary
3. Location/flexible working opportunities
4. Knowing the organisation i.e. brand recognition
5. Seeing a question or eye-catching/quirky advert
Ensuring that the job title and salary commensurate with similar roles within your industry is important. Not only does it keep job titles, responsibilities and salaries in line with the current market, but it also ensures that the right level of talent is applying to your role. Market trends and salary comparison data is your friend.
At Allen & York know the market and the candidates within it.
With over 30 years of experience, we specialise in delivering great hires to the green economy across the globe. Providing executive search and recruitment support for all levels of staff, we’re passionate about helping our clients build better teams and creating great places to work globally.
Contact us to find out how we can help you make your next great hire.