Want ads left wanting

When I pen an article, blogpost or advert, I try my best to be clear and honest. Which is why I find it terribly frustrating (OK - it really burns my nuggets) to read misleading, incomplete and bet-you-a-$100-it's-crap Craigslist job opportunities.

For example, I have lost count of the "Marketing Rep" ads that once clicked and opened, are nothing more than ads for $8-10/hr cold calling sales jobs  &/or 100% commission-based tele-marketing positions. Or how about the "market my painting business by going door to door and I'll pay you $10/referral" scenario? How is one supposed to take a prospective employer seriously when they are unclear about the differences between Sales and Marketing? (very quickly, now: 'Das Auto', 'Drivers Wanted', and even the complementary post-service car wash, etc. = Marketing; the salesperson at your VW dealership = Sales. Complementary concepts, sure, but often very different in approach and implementation.)

Think about it: You want someone to go door-to-door to 'market' your company's services? Well, at least be good enough to get permission from homeowners before your staff interrupt dinner (or worse!), and have a marketing plan in place before feeding your eager team to the wolves. Mind you, if you're paying $8-10/hour you likely cannot afford a marketing team; instead implement a unique marketing strategy. Try something really unique that will engage and capture the homeowners you desperately seek (I can't help with any specific ideas since you left out the most important bit: who you are and what you are selling - see below). It will take a wee bit more thought that posting an ad to Craigslist, but the payoff will be worth it.

There are also adverts that do not list the company, service, or rate of remuneration. The job poster will write 1000 words on the requisite qualifications and myriad responsibilities, but leave out the most salient and essential of details - like compensation and product. In fact, as a blatant weeding exercise, they ask the prospective employee to list salary expectations. This may appear as a tactical way to limit responses. I disagree. In fact, I see it as a turn off to potential star candidates. Follow the lead of those progressive organizations that are secure in who they are and what they offer: be clear about what rate of compensation you are offering, what type of business you are in, and provide the name of your company. In this way, YOUR time and that of the poor HR person charged with assisting you in the hiring process will not be deluged by myriad CV's; instead, I suspect you'll receive a more qualified group of resumes from respondents. And you'll then be able to provide a response instead of "due to the overwhelming amount of resumes we expect, we can only contact shortlisted persons...". This is often viewed as lazy and inconsiderate.

To those persons who are in positions of hiring, on behalf of those of us that are in career transition/job-hunting/freelancing etc., please ensure that the message in your employment ad is clear. It will make everyone's time management that more effective and, even better: it may ensure you uncover the best candidate that much sooner.

Swag: Cereal Box Toys for Colleagues, or, The Offering of Meaningful Engaging, and Ultimately Useful Branded Materials

Rich Patterson, of Vancouver-based Patterson Brands (www.pattersonbrands.com), kindly asked me to submit a post to his blog (http://schwagman.wordpress.com/). I include my contribution here:

When I was little, I would excavate the Shreddies box seeking hidden treasure. The rubber band-powered racing car was my favourite as it required assembly and actually worked well. Though inexpensive and small, it had the desired effect: to the intended audience, it was meaningful, engaging and useful. All these years later and I still remember the brand and the toy. Well done, Nabisco.

When sourcing branded promotional materials (aka swag), marketers with tight budgets might consider the cereal box toy. Industry events can attract hundreds, if not thousands, of potential visitors. This is a terrific opportunity to showcase your marketing and fiscal creativity. When faced with the prospect of offering one small gift, do your exhibit guests, delegates, and your company a favour: make it count.

Begin by thinking like a delegate and a marketer. After all, you have likely received plenty of swag. What promotional items do you still use? What was immediately tossed in the trash? Why? What are your objectives? Will your branded item be seen as thoughtfully considered or an unimaginative attempt to promote your company? If you hand out pens at a trade show will they stand out? Imagine, if you will, presenting guests with a branded box of crayons. Now that’s memorable (your children will thank you later). Or consider a high-quality, steel bodied pen. I recently received one at a launch event and was quite comfortable pulling it out in a meeting when my favourite ‘writing instrument’ dried up unexpectedly. Can a pen be considered meaningful and engaging? That’s debatable, although I appreciate the craftsmanship and remember the launch as being tremendously successful. Is the pen useful? Absolutely – long term, too.

If your budget allows, you may wish to offer two items. Ask your guests which they’d prefer (or need – think sustainability). While this may actually cut down on waste, it most certainly adds value (thoughtfulness) and may even facilitate a longer conversation with your guest (objective).

Promotional items, then, need not be large or even expensive to ensure they remain on active duty. If branded tastefully, travel mugs, ipod accessories, steel water bottles etc. will be welcomed and used. Speaking of tasteful branding, ensure a website address is included with your logo. Make it easy for colleagues and prospective clients to locate your company. This will ensure that when the time comes, it will be your brand and ‘cereal box treasure’ that are remembered fondly.