With AI taking over the world, you might think that producing job ads is a piece of cake, so let me hasten to say that the end product is only as good as what you put into it. Allow me to outline what the content of a job ad should contain if you are to achieve the objective of getting a limited number of relevant responses, as opposed to mass response. Of course, a lot depends on the availability of the type of expertise sought, and considering that an advertisement can be put directly in front of an ideal candidate, the “motivation to respond” factor must be prominently featured. Add to this:

• Ensuring the right job title is used – you will be surprised how many ads feature internally created titles.
• People don’t read in dot format, so don’t feature functions and requirements in dot form, write short, descriptive paragraphs.
• Brand your ad proudly, anonymity creates doubt (is it my own company I am applying to or perhaps their image isn’t a good one?)
• Detail what it is you have to offer that they are presently not likely to be enjoying (motivation to respond).
• Be flexible on how applicants can respond. Avoid long-winded online application processes.
• Don’t use words such as desirable, preferable or “would be an advantage” they are repellent – just detail your actual needs.
• There are other tweaks, all of which ensure a manageable, relevant, and economical response.

In the early days (1970s and 80s) the newspapers used to set the ads for us, and I had to go to their offices at all times of the day and night to check ads for layout, size and of course spelling. They were quite fun days as I used to buy special positions, such as the area alongside the comics on Tuesdays and Thursdays in the Star or the front page of the Business Times on Sundays. Advertising volumes were big and as the value of well prepared and impactful recruitment advertisements increased, so too was the print media’s appreciation of the role of a specialised recruitment advertising agency. I was beginning to get noticed and was even approached by a few of the bigger product agencies with a view to buying us. Fortunately, I resisted.

Altolevel, as the agency was known in those days, enjoyed ongoing growth, culminating in the opening of branches in Durban and Cape Town, both of which proved to be very good investments, ably run by Caroline and Val, two stalwarts who established solid reputations. From working out of a flat in Hillbrow, to having offices in Braamfontein and coastal branches, this young ex ducktail was now buying his suits at Levisons, flying around the country, and even driving a Mercedes, even though it was a second-hand model.

Advertising volumes escalated and competition started to appear. The print media started to really appreciate the volumes the industry was placing and started organising the likes of golf days, trips to Sun City, Game Reserves and ultimately to Mauritius. Life was taking on new meaning and challenges and it is my intention to let you know about the good times and just how good they were. The hard work came first though, but even they offered up some adventures that I will tell you about as we go along.

It’s really nice to get a blog going and if anyone out there has any memories of Paul Brand, Koos, Tony,  and Christina, it would be wonderful to hear about them.

That’s it though for this week.