We’re proud to host this article, written by Steve Vargo, OD, MBA.

A common theme I hear from members is how difficult it is to find good employees.  In some cases, members have told me they have advertised a position for months and have not had any serious applicants, or they’ve received a lot of applications from unqualified candidates.  When I ask to look at the job ad, I routinely find that there are a lot more words devoted to “this is what we require for you to work here” than there are words about “this is why you’re going to love working here.” And even worse, all those requirements you list sound just like the requirements every other practice lists. There’s nothing about the ad that makes it stand out.

Selling your job to quality job seekers

What’s in it for me?  This is a fair question that high performing employees are asking when reading job ads.  Let’s consider that many high performing employees aren’t just sitting around unemployed waiting for you to call.  Many are currently employed but would consider a job change if the right offer came along.  And if they are perusing job ads, there must be some level of dissatisfaction with their current job.  What can you offer that your competitors may not?  In a tight job market, you have to do more than just advertise a job – you have to sell the job!

Constructing a valuable offer

Most working individuals have a series of what I’ll call “pulls” and “pushes” at their current jobs.  There are “pulls” that pull you in and keep you interested and engaged with your job.  There are also “pushes” – these are the aspects of a job that slowly push you out the door.  When the pushes begin to outweigh the pulls, employees are more motivated to seek a different job.  However; they are unlikely to leave the comfort and security of their current job without an enticing offer.

Outlining the most enticing job features

Before posting a job ad, put yourself in the job seekers position and consider what attributes of the job offer would be attractive to high performing employees.  Some of this work can be accomplished during the interview by asking the candidate to describe situations at their current (or previous) job where they felt motivated or excited, but if there is nothing enticing about your job ad – you may never get the opportunity to interview this person.

Huge thanks to Dr. Vargo for this stellar advice. Still need job ad inspiration? We have more posts that discuss: how to get started, top five tips for a great job addeveloping an employer brand, and what employees want.

When you are ready to go, post your job on Local Eye Site, so that your ad will reach the widest eye care job seeker network.