Here’s an ad that produced outstanding results 

We ran into an agent at a seminar meeting who answered a question about ways to attract good people to interview with: “I received 100 replies to a newspaper ad I ran for office help this year.” 

The agent said he had tried many ads over the years and finally found one that worked.  Here is an analysis of the ad, and why we believe it works.  Maybe it could work for your agency. 

Simple ad copy 

Our growing agency needs additional office help.  Advancement opportunities. Will train.  Apply to: (Name, agency, address info) 

Three key factors from a candidate’s viewpoint 

. You don’t have to worry about whether or not you will be able to do the work because they say they will train me.  (This is especially important to people just entering the work force---high schoolers, college grads, those re-entering the work force.) 

. You will be joining a successful organization. 

. You will have a chance to improve your position. 

 Important: What the ad DIDN’T say 

. Send resume  .  Call for an appointment  .  Fully computerized . Experience necessary  .  Salary commensurate with experience 

Get the idea?  The ad makes it easy for the largest number of people to apply.  It veers away from scare words such as resume, experience, and computer. 

Screening and qualifying candidates 

When you go for, and attract, large numbers, you need an efficient, effective screening process. 

 Screen #1:  Please note that the ad did not include a telephone number or e-mail address. With large numbers you want to avoid direct telephone calls.In this case, the prospect must write a letter or note to the agency.  

Screen #2: The candidate’s inquiry letter will give you some clues: how well it is structured and written; the background and qualification information (maybe with a resume enclosure) it provides; the return address (is the applicant located within a reasonable commute to your agency); and how the applicant directs you to contact her/him (may contain an e-mail address which indicates some computer skills). 

Screen #3:  Candidates may call you anyway---before they send a letter or after.Shows a high level of interest, research capability, and initiative.  You didn’t provide the telephone number; they found it.  Not too difficult to find yet it and the phone call, which gives you a chance to personally qualify the candidate, does demonstrate “get up-and-go” that you may value.  Screen

#4: Candidate may use a search engine to find you and learn more about your agency. Everything mentioned in #3 applies along with added knowledge that the candidate has a level of computer skill.  

Want fewer candidates to screen?

 Use the ad copy above but add “send resume.”  This will automatically cut the number of responses.  Reason?  Inertia. Lack of existing resume and don’t know how to put one together quickly. Lack writing skills.  Just don’t like sending out resumes.  And probably a number of other reasons.  

Use the ad copy above but be a little more specific about the nature of the position. For example: Instead of saying “office help” in the ad, say “customer service representative” or “administrative help” or “data entry administrator.” 

 Good luck.  Let us know how you make out!