Hire an idea

I’ve always wondered why recruitment ads always fail to employ one of advertising’s greatest tools: The idea.

This category for some strange reason lacks any thinking whatsoever in its advertising. The template goes something like this: 1) Say something wonderful about the company. 2) List position and criteria. 3) Response address.

This is the basic structure of recruitment ads regardless of the position advertised. Why? I guess it’s because most HR people seem to prefer quantity over quality. Why? Maybe it’s because you can’t get fired if you show numbers but can’t find the right candidates. Not your fault, the talent pool out there is poor.

The two HR advertisements displayed here are like chalk and cheese. The first Nike ad is your boring, run of the mill advert and the second shows how, with a little thinking, your advertisement could be more powerful, persuasive and productive in attracting the right candidates. Which is what you’re looking for, isn’t it?

The Metropolitan Police knew from the onset the type of recruits they wanted. Thinking people who love to be challenged. Curious candidates who prefer to work in an environment that stimulates them. It’s obvious that for the majority of people who read this advert, most would have flipped the page. Most but not all. And that’s all they wanted anyway. The right candidates. Quality not quantity.

So please, if you’re looking for quality people, start by hiring an idea, or at least an agency that has one.

Kelvin Pereira
Regional chief creative
CRUSH