When placing advertisements, consider a 'display' ad in the help-wanted
section of the newspaper versus a simple classified ad. At the top of the
ad, clearly state HELP WANTED and then have 2 columns
of information that list:
1. What you offer--every possible benefit!!!
2. What you need or the type of qualifications.
Be careful on your wording of the qualifications. Compare these
'ad' statements:
- Mature working habits: You might have just lost a lot of young people.
- Excellent typing skills: In most telemarketing cases, 20wpm is more than enough.
In fact, one of the best salespeople I ever met typed with the eraser-end of a
pencil, and it was quite smooth, because she spelled the info as she poked
each letter on the keyboard.
- Excellent reading skills: Do you want only state debating champs? Use
a phrase like, 'able to read', and let the interviewer make the determination.
- Call for an appointment: If you need people, they should be able to
call whatever hours you're open. Don't limit yourself. If you're open from
8am-10pm, place this phrase: For more information, call ##### from 8am-10pm.
- Nights & weekends only: How many applicants did you just lose because
they can't work 2 saturdays a month? Get the applicants in, then explain
your scheduling needs.
- Flexible scheduling: You just created a nightmare. Instead, use,
"Choice of schedule options".
- If possible, put a picture of a few employees that are happy with their
job in the paper and list where they're from. One month, we did this with 6
employees on the front page of a 'rural' advertiser type paper and we didn't need
to place another ad for 6 weeks!
- Try a different type of ad. One company in PA was pulling their hair out
trying to find employees until they decided to run a 'display' ad and they
put in catchy phrases like, NO STANDING, NO WAITING, & NO COOKING! It worked,
they got 35 applicants in one week. Prior to that, if they got 5 applicants
in a week, they were overjoyed!
- Take a copy of your display ad and blow it up on colored paper. Then
post it in these areas:
1. In grocery stores.
2. In convenience stores.
3. In laundry mats.
4. On telephone poles (if legal).
5. On EVERY bulletin board that can be found in High Schools and Colleges.
6. Talk with the 'career' counselors in High Schools and Colleges too!
7. On car windshields in large parking lots. (again check legality)
8. At senior citizen centers.
9. On EVERY church bulletin board you can find within 20 miles.
10. On bus stop poles, benches or shelters. (...legal/ck with company)
11. In hardware stores (you're not competing, and many wives go for parts..)
12. If you don't have an attendance policy with a bonus structure, start one.
This is the 90's and most people want more money now so they can work less.
The old adage of no bonuses or incentives (just an hourly rate) just doesn't
work very well in a sales organization anymore. Make your policy simple.
Perfect attendance is worth a dollar an hour bonus. It's really worth
it when you consider the cost of ads and training!
13. Consider a referral bonus. After all, your best employees will probably
bring in people just like them!...and this might cost less than ads!
Dan Seliger, Stellar Performance Marketing, Inc.
PO Box 354
Cherokee, IA 51012
(712) 225-1288
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