Job Ad Creation: How To Lead a Conversation
As part of the setup for all managed ads clients, we are required to help create a job ad for their company which is honest, humble, and unique to them and them alone. In order to properly create the ad, this must be done through a personal phone conversation and NEVER through email – the purpose of the phone call is to guide the client through a story-telling dialogue to freely express their most heartfelt opinions on what the company represents. It is designed to encourage them to answer organically to write an ad that reads as if you are hearing it from that person – personal yet powerful. Applicants must connect with the job ad in the greatest ways possible. This can only be done through a personal conversation with the client.
Script to Use for Guiding the Conversation
INTRODUCTION: So what we’re going to take care of on this call is I’ll be asking you a few specific questions that will help guide a conversation to explain the company more in depth and then be able to use this conversation to weave into a compelling story that we can then inject back in your job ad and really drive in what your company is all about.
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1. So after we finish the call, we’ll actually take this recording and pay to have it sent out to our content writer, ideally coming back with something that is really organic and true to you, because we want to make sure we are 100% unique so that as everyone reads it, it feels and flows as if they’re actually talking to somebody, NOT like it’s some corporate, sugar-coated description. So the more we can connect with them on a personal level, the more committed they’re going to be.
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2. So what I’d love for you to do is tell me a story about the company, in a very engaging way and not pre-scripted and nothing like the elevator pitch you tell your clients. What I mean by that is telling a story that’s cut from your own personal experience. More of a heartfelt conversation about what it really means to you, and tell it as if you were behind closed doors with one of your BEST friends, really excited about bragging about the company.
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3. One other thing I want to ask you is if you were to think, employee-wise, what would THEY get excited about or what would they love to say about the reasons why they’re still with you guys and what’s driving them to want to continue – either in the office or in the field – and I’ll give you a hint, it probably isn’t the money…
Disclaimer: in guiding the client through a story-telling dialogue to create their “tailor-made” ad, you may find problems with having them tell a story, for that reason here are some suggestions that can be used to push the conversation a little further
For the first question
- How did you start your business?
- What is your everyday motivation for your job (apart from the money)?
- What do you love about your business? /What do you enjoy the most about your job?
- How do you believe your company makes a difference?
- What do you like about your employees?
- How do you relate to them?
- What are your goals?
For the second question
- How is the working environment in your company?
- How do you deal with issues like conflict or discipline?
- What do the employees like about you and their workplace?
- Describe a perfect working day from your employees’ perspective
Disclaimer: If the company belongs to a new industry for WootRecruit, you will have to ask the following question to better understand their hiring needs:
- What professional characteristics an ideal employee would have for you?
- What traits would you consider a bad fit for your industry?
- What does an employee need to be successful in your industry?
- Could you describe for me the abilities and knowledge you need your employees to have?
- What do your employees do?
- How do they do it?
- When do they do it?
- Why do they do it?
Below is a recording on Leading the Conversation to draw out the most important parts about their company and what it truly represents. The rest is up to support to piece together the conversation into a compelling ad that converts.
Finalized Job Ad Example:
***BE ADVISED: DO NOT USE THIS AD OR ANY OF ITS CONTENT FOR USE ON ANY OTHER COMPANY***
***If you are ambitious, local, and feel Lawncare & Landscaping is a great fit for you, we’d love for you to apply and schedule an interview with us today!***
About CitiTurf LLC:
Being a family-owned company that services over 9,000 customers regularly, we are proud to say we are giving our employees the opportunity to grow with us.
“CitiTurf has pushed me to grow. The opportunity is there whether you take it or not – the same goes for everybody. I wouldn’t be who I am today if it wasn’t for the growth personally and career-wise that CitiTurf has offered me”
There’s one thing we believe in how we treat everyone: Title doesn’t mean anything. The team is not just different departments or titles – we’re all just one big team and that’s what makes CitiTurf so unique.
- It’s the high level of communication we have between customers, office staff and technicians and knowing what’s going on – the communication is there all around which makes the day to day so much easier.
- It’s not just up to you left to be on your own, shooting in the dark whether clients are happy or upset. We have communication in place for that.
- How we treat our customers and how we treat our employees – it’s not in the corporate sense. We’re still a family with a relaxed place
- You don’t have to fight and struggle for the time off when it’s truly needed.
- If one person hurts, we make up for each other and help out – this is something we encourage through the whole company, something not really seen in any other work environment
- Nobody’s breathing down your neck or hovering over your shoulder
- Everybody is encouraging you
- Everybody is thanking you for your hard work
- Even on a bad day, it’s still a good day – the communication and low stress environment is what keeps people with us
As a team, we take part in giving back to our community and those in need. We support many charities, families of our fallen heroes, nonprofits, SPCA and animal shelters, etc.
We’re Happy to Provide:
- 401K matching retirement
- Health insurance
- Dental insurance
- Vision insurance
- Holiday pay
- Reliable weekly pay
About The Job:
- Use hand/power tools to maintain lawns
- Dig holes using hand tools with a max depth/width of 6 in to install & repair sprinkler systems
- lay sod & plants
- Involves bending, stooping, lifting and stretching on a frequent basis
- Additional duties may include light facility/equipment maintenance & inventory
- May operate motorized vehicles
- Must be able to lift 50 lbs daily, work in extreme weather
- Transportation provided to worksites from central location in Murphy, TX
- Team Leaders must have a valid driver license
Hours:
- Monday through Friday starting at 7am – 40 + hours a week
- Weekends may be necessary when there are rain and weather delays
Qualifications:
- Ability to build rapport with clients
- Positive and professional demeanor
- Take a pre-employment drug screen and background check
- Bilingual in English and Spanish is a plus
We hire from other industries and skillsets such as general labor, roofers, roofing contractors, construction, sprinkler technician, restaurants, retail, warehouse workers, window cleaners, power washers, pressure washing, lawn maintenance, landscape general labor, and many others. We offer Fertilization and Weed Control, Mowing, Trim Services, Irrigation Repair, Tree & Shrub Health Care and Home Pest Control.