In our last issue, we reviewed how we do recruitment advertising and what makes it effective. We presented a mnemonic device to help us remember the elements of good advertising: ICMIC, which stands for Impactful, Creative, Memorable, Informative, and Clear. We discussed and provided an example of an Impactful recruitment ad. This week, we define and provide examples of Creative recruitment advertising.

Creative: Your ad delivers the message in a new and fresh way. Job seekers may review hundreds of job ads, but your ad stands out because of the novel and new way in which it was presented.

Want to know how to get creative when presenting minimum qualifications, job standards, knowledge, skills, and experience requirements, or language which comes with contractual or other obligations? Anything contractual, written, and reviewed by bargaining units, the attorney’s office, or general counsel, should not be revised. However, you can still write creatively about two things: your city (amenities, recreational opportunities, historic sites, schools, neighborhoods, housing, transit) and your organization (culture, values, mission, benefits).

First, we look at an example of how a creatively written recruitment ad sells its city.

Example: The city of McMinnville, OR, uses this paragraph in its recruitment advertising, “McMinnville’s central location means our nearly 35,000 residents aren’t far from the scenic Oregon Coast, our state capitol, the metro area (professional sports, cultural, and other activities), and tremendous outdoor activities, such as the slopes of Mt. Hood. Home to world-class pinot noir and other varietals, McMinnville attracts winemakers and food and wine tourists from around the globe. Whether it’s a glass of wine or a cup of coffee on our beloved Third Street or a bike ride through the Willamette Valley, there is always something fun to do in McMinnville.”

In this example, the city invites us, by painting a picture of life in McMinnville, to imagine what it would be like to live and work there. Would you be able to envision yourself grabbing a cup of coffee after skiing down Mt. Hood, going for a bike ride, or spending the afternoon at a local vineyard? Job seekers will too and be more inclined to apply. There are special things about every community but if you have trouble painting an enticing picture of yours, ask for help from someone in your Economic Development department, the Chamber of Commerce, or the Convention and Visitor’s Bureau.

Next, we look at how an organization sells itself.

Example: The city of Sugar Land, TX tells potential candidates, “We hire people based on their potential, not just their experience. We have an informal work environment but are serious about what we do. We believe that happy, diverse, and talented employees add value to the City. We do our best to hire friendly, professional people who work hard and play well with others. We also promote a healthy work-life balance and personal development.”

In just a few sentences the city of Sugar Land describes its culture, values, and ethos. Potential candidates can immediately assess whether they would be a good fit (Sugar Land hires “friendly, professional people”), something about the work environment (“informal” but “serious” about the work), and benefits (the potential to develop both personally and professionally). The city provides strong selling points which makes this ad especially effective.

If you’re having trouble summarizing your organization’s culture in just a few sentences, conduct a quick walk-around survey. Visit people in their workplaces, say hello, and ask them what one word they would use to describe your organization’s environment or culture. Not only will you enjoy the benefit of more “face time” with colleagues, but you’ll likely hear the same things over and over again, and quickly understand the essence of your organization. Use these words as the framework on which to build the paragraph you write. Finally, include this language in all future recruitment advertising and measure its impact. Revise if necessary to increase your recruitment outreach and gauge how well the ad works in prompting candidates to apply for open positions.