When looking for staff, the first interaction you’ll have with a candidate is often via your job ad. As ever, first impressions count. Continue reading
Finding the right person for your team is not always a straight forward process.
Aside from factors like location, job type, hours, rates of pay, candidate availability and the type of facility, the actual job ad itself can have a big impact on the number and quality of applications. Especially as it relates to the recruitment of Personal Trainers. Continue reading
Across facilities, locations and employers, Personal Training roles vary enormously.
In job advertising, however, these differences are not always as clearly defined as they could be. While there’s a significant amount of crossover in all Personal Training jobs, if you’re looking to get the best candidate for your facility, drilling down to some of the finer details could be of value. Continue reading
What if we were appealing to candidates in our job ads with the same psychology that other companies are using to retain staff?
Using Jim Hauden’s Four Roots of Engagement, following are four areas to touch on with your job ad to ensure that it resonates with the right people.
Rule 1. People want to be part of something bigger than themselves Continue reading
Across facilities, locations and employers, Personal Training roles vary enormously.
In job advertising, however, these differences are not always as clearly defined as they could be. While there’s a significant amount of crossover in all Personal Training jobs, if you’re looking to get the best candidate for your facility, drilling down to some of the finer details could be of value.
Following are some common variations…
- Traditional equipment / Contemporary equipment / Minimal or no equipment
- Specific training systems / Freedom to train as preferred
- Experience required / Experience not required
- Indoor / Outdoor
- One on one / Group / Mixture of both
- Additional responsibilities / Personal Training only
- Mentoring / No mentoring
- Management opportunities / Personal Training only
- Structured career development / Ad hoc career development
- Employed / Rental
And the list goes on.
If you fully appreciate the nature of the role / clients / conditions / etc. and articulate this in the job ad, it will increase the chances of that job ad resonating with the most relevant candidates.
Take, for example, the practice of reaching out to both experienced and new personal Trainers in job ads.
While the reason for this is obvious (larger net = more fish), is the ad potentially missing the connection with the best at either end of the experience spectrum? Consider things from the candidates perspective…
If you’re an experienced Trainer looking for the next career move, you’re looking for a job ad that appeals to your sense of investment in the industry. After all, you’ve already committed heavily to your career. If you’re a Trainer with a thirst for knowledge and a desire to take your career as far as you can, are you likely to be drawn to an ad where you’ll be working alongside a bunch of newbies?
For the non experienced Trainer, the most appealing job ads are going to be those that offer support and mentoring, especially in the early days. Working among experienced Trainers in an established setting can be quite intimidating. For many of these new Trainers, the gap between ‘qualified’ and ‘experienced’ can seem insurmountable, especially without some clearly identified professional hand holding.
That’s not to say that recruiting for both new and experienced Trainers at the same time is not possible, just that there might be value in changing the approach. That is, focus on one group with a reference to the other. For example, in an ad that clearly reaches out to experienced Trainers, you might add a line stating that “An opportunity also exists for an inexperienced Personal Trainer to develop among our professional team. To be considered, apply within.” Not only does this approach avoid watering down the ad for experienced Trainers, it’s actually solidifying the value of experienced Trainers to the Personal Training team.
Whether it’s regarding experience or any other element of the role, the more specific you can be in your ad, the easier it is for the right Trainers to identify with the role.
How will this increased specificity affect your applications?
The more specific you are, the less applications you’re likely to get. HOWEVER those that do come through should be more suited to the available role. This means less wasted time and less chance the candidate will change their mind after going through your entire interview process.
So what’s your approach? Are you using your knowledge of the role to attract a particular candidate or are using a general approach designed to net a larger number of applications?
This article is also available as a quick 2:38 YouTube clip. Please forgive the sound quality.
If you’re going to invest considerable time, effort and money in advertising your available role, you want to make sure you’re getting the greatest bang for your buck!
Using the HOOK, the CATCH and the TETHER, I’m going to tell you how to get your job ad delivering more for you, both now and into the future.
Firstly THE HOOK.
When it comes to finding a job ad, we’re all aware that candidates are spoiled for choice.
There are more big box clubs, 24/7 facilities, CrossFit facilities and independent operators than ever before. IN addition, we’ve seen, (especially in Victoria) a decrease in the number of qualified candidates entering the workforce.
As a result, I recommend shining more light on the compelling reasons for working with your business that differentiate you from others. While new facilities and/or the number of clubs you have around Australia are nice to know, they’re not necessarily tapping in to what motivates someone to turn up to work every day.
Focus more on support, culture, development and environment.
Support: Specify the immediate and ongoing support that staff will receive. Will you be providing mentors? Are there regular meetings with management? Will other team members provide official and scheduled assistance. The ability to succeed in a role seems so much more likely where there are established sources of assistance.
Culture: Take a look at CrossFit. Or at Les Mills. Culture speaks volumes and attracts die hard supporters. If you have a close knit team that gets together every month, or operate under clearly defined ideals, or use systems that reflect your unshakable beliefs, then sing it loud. You’re not going to appeal to everyone, but you’re more likely to hook the one you want! Don’t forget too, by focusing on an area, you’re creating an exclusive environment. And this alone can make your opportunity more desirable.
Development: If your business is a place that shapes leading professionals, make sure this is clear! If this is because of your structured professional development programs, this should be in your job ad. If a role is now available because the previous employee has moved on to bigger an better things (with or without your business), make that clear in the ad. Candidates want to know what their future might look like.
Environment: If there is something unique to your location, make that a selling point for your ad. After all, many roles are much of a muchness. But if working for you means afternoons on the beach, or the convenience of not having to drive to work, or dedicated nap space, use this to peak interest.
Once they apply, it’s about THE CATCH
One thing is for certain, applicants are applying for multiple opportunities. If you’re not responding in a timely fashion, there’s every chance you’ll lose out to an employer that is.
It doesn’t even have to be a phone call. You can set up an auto-responder that emails candidates a ‘Welcome to the application process’ email. One that introduces yourself and outlines the recruiting process.
The important thing is to make the connection. The sooner the candidate can see themselves as working for you, the more likely they are to wait until they’ve heard from you before making any decisions.
Make the current ad work for the future; TETHER great candidates
The best thing you can do to make the most of your advertising dollar is to start thinking about the next time you are going to need staff. Naturally you want your business to keep growing, you might want to take a holiday and you never know when a member of your current team is going to leave. So plan ahead.
If there is a great candidate that did not get the role with you, find a way to maintain the connection. Apart from the possibility of placing them in a role in the future, they’re more likely to connect you with someone else looking for an opportunity in the future.
You might have received an application from someone who is well under qualified for a role you have available. Before you cast them aside, check to see if there seems to be any potential. If there is, get them in for a chat. Make it clear that, while they are not suitable for the current role, you’re interested in connecting with them for opportunities in the future. If they interview well, why not take a chance on grooming them for future opportunities?
So there you have it, two tips to help get the the right person on board for your current role and one tip for using your current ad to assist with future recruiting needs.
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