Whatever be the source of recruitment , the job advertisement has to be drafted with care to ensure that it not only attracts the potential employees but also the clients, shareholders, customers and others. The efforts of selecting the right medium, and right day is wasted if the ad is not well designed.To get more such innovative knowledge on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/Y1BAo6

1. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 11Chapter FourChapter Four
Learning ObjectivesLearning Objectives
Understand the factors to be consideredUnderstand the factors to be considered
while writing effective recruitmentwhile writing effective recruitment
advertisement.advertisement.
Draft an effective recruitmentDraft an effective recruitment
advertisement.advertisement.
Explain the preExplain the pre--selection process.selection process.
Outline the parameters required for anOutline the parameters required for an
Application Blank.Application Blank.
Design Application Blank.Design Application Blank.
Discuss various methods for short listingDiscuss various methods for short listing
on the basis of resumes /application blanks.on the basis of resumes /application blanks.

2. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 22Chapter FourChapter Four
StructureStructure
1.1. IntroductionIntroduction
2.2. Guidelines for Designing and Writing JobGuidelines for Designing and Writing Job
Ads.Ads.
3.3. PrePre--Selection Process.Selection Process.
4.4. Application Form = Design and ContentApplication Form = Design and Content
5.5. Short listing Applications.Short listing Applications.
6.6. SummarySummary

3. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 33Chapter FourChapter Four
4.1 Introduction4.1 Introduction
Whatever be theWhatever be the source for recruitment , thesource for recruitment , the
job ad has to be drafted with care tojob ad has to be drafted with care to
ensure not only it attracts the potentialensure not only it attracts the potential
employees, but also impresses businessemployees, but also impresses business
partners , share holders , clients &partners , share holders , clients &
others.others.
Your efforts in selecting the right medium,Your efforts in selecting the right medium,
right space and the right day would beright space and the right day would be
wasted if the ad is not well designed andwasted if the ad is not well designed and
executed.executed.
Your ad should create increased brandYour ad should create increased brand
awareness, reinforce the image of theawareness, reinforce the image of the
organization, create awareness amongorganization, create awareness among
potential employees and show yourpotential employees and show your
creativity.creativity.

4. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 44Chapter FourChapter Four
4.1 Introduction4.1 Introduction
Today recruitment advertising has graduatedToday recruitment advertising has graduated
into recruitment marketing. Thisinto recruitment marketing. This
encompasses the creative advertising,encompasses the creative advertising,
choosing the optimum media, web analytics,choosing the optimum media, web analytics,
Search Engine Optimizations (SEO),Search Engine Optimizations (SEO),
blogging, social networking etc. Theblogging, social networking etc. The
recruiter needs to work hard to communicaterecruiter needs to work hard to communicate
thethe USPsUSPs ( Unique Selling Proposition) of( Unique Selling Proposition) of
both the job and the organization.both the job and the organization.
Organizations that have a thoroughOrganizations that have a thorough
recruitment strategy will emerge therecruitment strategy will emerge the
winners in the talent hunt.winners in the talent hunt.

5. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 55Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
Job ads have to work hard to sell the job ANDJob ads have to work hard to sell the job AND
the organization.the organization.
Effective ad must meet AIDA criteriaEffective ad must meet AIDA criteria ––
[attract] Attention, [evoke] Interest,[attract] Attention, [evoke] Interest,
[create] Desire and [provide] Action.[create] Desire and [provide] Action.
The ad design should convey a professionalThe ad design should convey a professional
image and should concentrate on clarity ofimage and should concentrate on clarity of
communication.communication.
Single ad cannot be used to convey varyingSingle ad cannot be used to convey varying
points and confuse the reader.points and confuse the reader.

6. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 66Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
Headlines.Headlines.
•• Meaningful to the candidate.Meaningful to the candidate.
•• Shouts from the page.Shouts from the page.
•• Capable of being read in a fraction of aCapable of being read in a fraction of a
second.second.
•• Describes job title.Describes job title.
•• Or purpose of the job followed by theOr purpose of the job followed by the
title.title.
•• For well established firms, their brandFor well established firms, their brand
name can appear in the headline followedname can appear in the headline followed
by job title in the strapby job title in the strap--line.line.

7. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 77Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
Content.Content.
The lead in paragraph is critical to holdThe lead in paragraph is critical to hold
readerreader’’s attention and should highlight thes attention and should highlight the
appeal of the job, excite suitableappeal of the job, excite suitable
candidate and at the same time put offcandidate and at the same time put off
unsuitable candidates.unsuitable candidates.
In addition to details about the job ,In addition to details about the job ,
there should be information about thethere should be information about the
organization also.organization also.
Usually ads carry less information. DataUsually ads carry less information. Data
regarding salary, location , minimumregarding salary, location , minimum
qualifications is missing!qualifications is missing!

8. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 88Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
ContentContent –– guidelinesguidelines
•• Simple language, easy to read and noSimple language, easy to read and no
jargon.jargon.
•• Short sentences not over 15 words.Short sentences not over 15 words.
•• Use bullet points and short paragraphs.Use bullet points and short paragraphs.
•• Reader friendly language.Reader friendly language.
•• Professional [and not comic/funny] fonts.Professional [and not comic/funny] fonts.
•• Highlight key words / points.Highlight key words / points.
•• Ad in second person attracts readers.Ad in second person attracts readers.
•• Innovative ideas.Innovative ideas.
•• EmphasizeEmphasize USPsUSPs..

9. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 99Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
Ad DesignAd Design –– guidelinesguidelines
•• The look and feel of the ad is as importantThe look and feel of the ad is as important
as its content.as its content.
•• Headline and strapHeadline and strap--line must be prominent.line must be prominent.
•• Go for top right corner of the page.Go for top right corner of the page.
•• Prefer moderately sized ad in a fewPrefer moderately sized ad in a few
publications over a large ad in a singlepublications over a large ad in a single
publication.publication.
•• Avoid too many graphics, loud layouts andAvoid too many graphics, loud layouts and
words.words.
•• Space out text well.Space out text well.

10. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1010Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
Checklist for an Effective AdChecklist for an Effective Ad
•• HeadingHeading –– Job title or other means ofJob title or other means of
identification.identification.
•• Details of the Organization.Details of the Organization.
•• Job, base and location.Job, base and location.
•• Outline of the job role.Outline of the job role.
•• Essential and preferred requirements.Essential and preferred requirements.
•• Incentives to applyIncentives to apply –– remuneration, workingremuneration, working
conditions, prospects/ development/conditions, prospects/ development/
training.training.

11. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1111Chapter FourChapter Four
4.2 Guidelines for Designing and Writing Job Ads4.2 Guidelines for Designing and Writing Job Ads
Checklist for an Effective AdChecklist for an Effective Ad
•• USPsUSPs to set the ad apart fromto set the ad apart from ‘‘alsoalso ranran’’ss..
•• Response and application instructions,Response and application instructions,
apply by visitingapply by visiting ------ or at website.or at website.
–– By xxx date.By xxx date.
•• Contact details , address, email id, faxContact details , address, email id, fax
number +++number +++
•• Reference to the ad { for handlingReference to the ad { for handling
responses}responses}
•• Website address.Website address.

12. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1212Chapter FourChapter Four
4.3 Pre4.3 Pre--selection Processselection Process
Applications are sought through CVs preparedApplications are sought through CVs prepared
by candidates which display the ability ofby candidates which display the ability of
the candidate to muster thoughts and putthe candidate to muster thoughts and put
together a clear piece of communication.together a clear piece of communication.
But CVs are often incomplete or written byBut CVs are often incomplete or written by
CV professionals. Further, with CVs captureCV professionals. Further, with CVs capture
of relevant data is tedious.of relevant data is tedious.
Hence most firms require candidates to visitHence most firms require candidates to visit
their websites and use pretheir websites and use pre--formattedformatted
applications which then can be processedapplications which then can be processed
and screened using current technology.and screened using current technology.
Ideally CVs should be a screening tool forIdeally CVs should be a screening tool for
senior positions and presenior positions and pre--formattedformatted
applications for the rest.applications for the rest.

13. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1313Chapter FourChapter Four
4.4 Application Form4.4 Application Form –– Design & ContentDesign & Content
A well formatted application should includeA well formatted application should include
1. Job Title1. Job Title
2. Applicant2. Applicant’’s full name & address.s full name & address.
3. Educational qualifications3. Educational qualifications
[in[in chronological order]chronological order]
4. Training Programs4. Training Programs
5. Career History5. Career History –– name of company,name of company,
jobjob title, responsibilities & CTCtitle, responsibilities & CTC
6. Extra Curricular Interests, Pursuits6. Extra Curricular Interests, Pursuits
7. Health7. Health –– relative to job performancerelative to job performance
8. Referees8. Referees
9. Additional information applicant9. Additional information applicant
considers relevant.considers relevant.

14. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1414Chapter FourChapter Four
4.5 Short Listing Applications4.5 Short Listing Applications
This process is subjective and inconsistentThis process is subjective and inconsistent
in many firms.in many firms.
Recruiters tend to compare applications withRecruiters tend to compare applications with
each other rather than with jobeach other rather than with job
requirements.requirements.
Person Specification is invaluable for shortPerson Specification is invaluable for short
listing. A matrix system that rateslisting. A matrix system that rates
required competencies on a five point scalerequired competencies on a five point scale
can be developed to weed out unsuitable ascan be developed to weed out unsuitable as
well as overqualified candidates.well as overqualified candidates.
The process be completed by a panel ofThe process be completed by a panel of
[three] members to minimize bias. Those[three] members to minimize bias. Those
rejected be tactfully informed.rejected be tactfully informed.

15. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1515Chapter FourChapter Four
Recruitment ProcessRecruitment Process
Release jobRelease job
advertisementadvertisement
Devise andDevise and
implementimplement
mechanism formechanism for
assessmentassessment
Notify results toNotify results to
candidatescandidates
ShortlistShortlist
candidatescandidates
DetermineDetermine
vacanciesvacancies
Choose optimumChoose optimum
sourcesource
of recruitmentof recruitment

16. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1616Chapter FourChapter Four
4.6 Summary4.6 Summary
Recruitment is the process that precedesRecruitment is the process that precedes
selection. It paves the way for selectionselection. It paves the way for selection
procedures by producing candidates who appearprocedures by producing candidates who appear
to be capable of performing the tasks of theto be capable of performing the tasks of the
job from the outset or of developing thejob from the outset or of developing the
ability to do so within acceptable period ofability to do so within acceptable period of
time.time.
The achievement of this objective dependsThe achievement of this objective depends
very much on how professionally the jobvery much on how professionally the job
analysis documentation is prepared, theanalysis documentation is prepared, the
advertisement designed, the right sourcesadvertisement designed, the right sources
tapped, and a professional short listingtapped, and a professional short listing
procedure applied.procedure applied.

17. Recruitment from AdvertisementRecruitment from Advertisement
to Short Listto Short List 1717Chapter FourChapter Four
Thus we have come to an end to this session # 04Thus we have come to an end to this session # 04
In the fifth session that followsIn the fifth session that follows
we learnwe learn
““ Recruitment FirmsRecruitment Firms ––
Making the Partnership WorkMaking the Partnership Work””
Chapter FiveChapter Five..
Good Luck!Good Luck!