I read two job advertisements today and had to post about it. Once was totally awesome, the other not so great.
I also posted on Twitter that #yougetwhatyoupayfor when I was referring to the 'bad' job ad. I need to explain why. Although this is true to some extent, if you read the job advertisement and compare how these two companies go about it you will see why one of them will attract the right person for their brand and the other most likely, will not.
Please note the jobs advertised are very different I am merely using them as example to highlight the difference in style of advertising and attracting the right people for your brand. Salaries are not advertised for both, only one of them - one is part time, the other is full time.
Why am I interested in this as a Publicity/profile topic? I believe everything that you put online reflects on your brand. Job advertisements included. They even appear in online search - depending on what content the advertisement has included. It is all content and it is a good reminder to make sure that it is in-line with your brand, your company ethos and are happy for it to be 'public'.
JOB 1 was a Marketing Role ( Digital Innovation Consultant - Marketing)
The company had their brand visible so you know who you would be working for. You could google the company name to find out more about them, see if the business appealed to you and if you had something to offer a company like theirs. My favorite part is they have a section with a link to it within the ad which advises how best you apply for a job with them and what they are looking for. They also have a video on what the place looks like , the people in it and essentially where you would be going to work each day. This information is all public for everyone to see at all times.
The job ad stipulates the company is a leader in their field and suggest that if you are of the right level your application should be a standout amount the 100's that come in. The company stands out already, they want great people to join the team and if you are exceptional, there will be a desk for you. Money is not mentioned - lifestyle is, good work/life balance is, along with support, mentoring and growth. All of these things reflect on the overall brand once again. Quality. They want quality people to create quality work for quality clients. This in turn should provide a challenge, rewards, job satisfaction and a well balanced lifestyle.
I would apply for that that job if I was looking. I may sweat out the daunting application process but once though I can imaging it would be a very rewarding place to grow.
Job 2 is a Marketing Role. ( Marketing Expert)
This one lead with the headline: Great Working Environment • Exciting Opportunity • Close to Transport • Thursday – Friday (apr. 20 hrs ) • alternatively part time-suit student.
The role required the following;
"Must be versatile and able to swing between sales, marketing and website development with a desire to succeed in anything and everything they do." With the following Core Skills:
· Manage website and marketing campaign
· Link building
· Keyword research
· Keyword mapping & meta tag creation
· Proven experience in improving the website user experience in a commercial environment facilitating web transactions
· Experience in writing, developing and editing content for websites
· Experience in working with website content management systems
· Ability to demonstrate use of SEO and analytics to drive business results
· Experience in Word Press
· Experience with Photoshop or Dreamweaver
· Experience in Search Engine Optimisation SEO – ESSENTIAL
· Experience in Media Communications and Public Relations
· Good Level Of Graphic Design Abilities (Adobe CS5)
· Strong project management skills
· Exceptional attention to detail
· Strong communication skills
· Excellent writing skills
· Excellent command of the English language with expert writing skills, editing and proof reading abilities for websites
· Technical knowledge of web publishing (HTML, CSS, etc)
· Ability to work under pressure and meet deadlines
· Strong interpersonal skills
· An A1 understanding of search engines
· Ability to prioritise multi task
· Team player with excellent time management skills and an ability to multi task
· Provide feedback, reports & improvement analysis to the SEO Manager and clients.
· Performing SEO Health check reports for sales support
· Running & creating client keyword ranking reports
· Running & creating client analytics reports
· Effectively manage customer & staff relationships, promptly respond to queries, ensure promises are kept and manage expectations
· Blog writing, media releases
· Daily Updating Facebook / Twitter / +Google
All for $25 - $29.99 per hour for a company with no website or general web presence yet. I can only assume that the person who wrote the advertisement does not know what all of these different skills mean or require as only someone who has those skills knows that so many things can't successfully be mounted into one role? They want a student but they also want experience. That is not fair - surely?
Overall I am confused about the brand of the company and the job advertisement confuses the role. I think that would attract one confused applicant - right?
A google search of the company returns results of the same company name internationally and a local business directory listing. They do need some marketing help and all the things they listed on the job description but not for the price they are asking. They could use a part time Marketing student for that price to manage the 'project' of finding a team of contractors who specialise in various areas and get the work done to help their brand be more prominent online. That would work.
Job 1 and Job 2 are entirely different roles but staff in general are a representation of your brand and can be your best brand ambassadors both online and on the ground . It is essential to provide a good basis for them to start with. Practice what you preach, ask for what you need and let those who are able, over deliver and surprise you - then reward them.
Also, outsource specialist work to specialist people, not one person can be your SEO, SEM, Media, PR, Sales, Web, Telemarkeing, Admin, Marketing, Social Media Expert for $29/hr in only 20 hrs per week as a student. Seriously.
If I am way off the mark here - please tell me. I'd love to hear your thoughts on this. ;)