As you know, even in an economic downturn great talent is hard to find and attract. Why? because the high performing people are critical to their employers business. So the job ad you place is largely about marketing your business, or your clients business as a great place to work.

This is even more important when you are trying to convince passive candidates to leave their current job to come work for you. You need to demonstrate that – for the right person – you are offering a real leap in experience, career development, remuneration and benefits.

As you go about creating your job ad, think about what might interest the kind of people you are looking for. From my years working as a recruiter and speaking with thousands of executives, sales people and other professionals, some of the key influencing factors people look for in new opportunities are:

• Your reputation – what do customers and employees say about you? (yes, you can include testimonials in a job ad)
• Work environment – high achievers want to be part of a high-achieving, positive culture where they are valued and listened to. If this is what your company is like, it would pay to say so. Why not make a YouTube video to show what’s on the inside.
• Opportunities for advancement – the best people want to be challenged and then rewarded when they meet those challenges. How will you help develop the people who join your company?
• Work/Life Balance
• Be clear and specific with your requirements:  This will hopefully reduce the screening time needed go through applications.
  
• Secret sauce – what is it about your business (or even your current role) that makes you special? Why do people love working for you and doing business with you? Spell this out as clearly as you would to a prospective client

Professionals know what most jobs entail. Rather, follow the old marketing rule of focusing on your “customer’s” needs – show them the benefits of working with you – then you are more likely to attract the kind of people you want.