Does recruitment advertising on your agency’s jobs website, via email, print, or social media become less effective over time? There are two schools of thought on this phenomenon. One is that humans pay attention to novel stimuli and that advertising grabs our attention when it is unique, creative, or delivered via a new channel (text, radio, television, etc.) Others believe that when advertising appears so often that we no longer pay attention to it, it becomes more effective because it enters our subconscious thought process, where familiarity builds trust. Want to build trust in your brand? Here are things to emphasize in job ads and some low or no-cost recruitment strategies for building trust in your agency as an employer of choice.

1. Competitive Compensation and Benefits: Always list salary and benefits in job ads. While public sector salaries may not always match private sector salaries, highlighting other benefits such as job security, retirement plans, and work-life balance can make openings more appealing.
2. Mission and Impact: Emphasize the meaningful impact that employees can make through public service. In every ad, include a few sentences focusing on your agency’s mission, values, and the tangible ways employees contribute to improving the community and serving the public.
3. Career Advancement Opportunities: Mention opportunities for career advancement and professional development within the organization, such as training programs, mentorship opportunities, tuition assistance, and promotional pathways.
4. Innovative and Collaborative Environment: Highlight innovative technologies, processes, or practices, as well as awards received for good governance, design, programming, communications, etc. Everyone wants to play on a winning team! Emphasize the importance of creativity, teamwork, and continuous improvement in addressing the community’s needs and how integral each employee is to the work.
5. Transparency and Communication: Open and honest communication is crucial to building trust. Ensure that information about hiring practices, policies, and procedures is readily available. If you want to ensure you have good candidate lists in the future, write to candidates who were not selected and thank them for their time. A follow-up letter or email gives applicants a positive impression of your organization and the desire and willingness to apply again. Automate this process, if possible, to ensure that all candidates receive a letter.
6. Employee Engagement in Recruitment Efforts: Ask current employees to participate in job fairs to talk with potential applicants about what they like about their work. There is something especially impactful about talking with someone presently doing the work the candidate seeks. Invite employees to promote active recruitments at conferences and networking events, to leverage their professional networks, and to post job announcements on their social media.
7. Inclusive and Diverse Workplace: Emphasize your agency’s commitment to equity and diversity and showcase initiatives to promote inclusion and address systemic barriers. Tell candidates that you are an equal-opportunity employer.

You may advertise routinely using the same media, and occasionally, you may change advertising messages and channels to gain access to a new audience of prospective job seekers. These approaches are not mutually exclusive. Whatever method you use, remember that building trust in your organization is always the most effective way of reaching job seekers. By creating compelling job ads and recruitment strategies, your organization can attract the best and brightest workers, motivated by the opportunity to grow and develop in their careers, make a meaningful impact, and contribute to their community.