Beat the recruitment challenges: how to make your adverts stand out

Finding and attracting new talent for roles in the sector can be complicated and time consuming. How can we make our advert enticing? How do we put across our mission statement? How do we make people want to join our team? The right candidates going into valuable roles help build a sustainable future for our sector and increase longevity. We recently spoke with Action Planning’s Tracy Madgwick, HR, recruitment training lead, to find some answers to these burning questions.

With more than three decades’ experience in the charity sector and an unparalleled network of expert consultants to draw on, Action Planning is able to provide valuable, cost-effective support across all facets of running not-for-profit organisations. Action Planning understand the needs and nuances that lie behind successful organisations, and work as trusted confidantes to help tackle the myriad of challenges facing the third-sector.

1. Many charities are currently facing challenges with recruiting. What do you think they could do to make their job adverts stand out?
   • Be different! A quick glance at the many adverts on charity job boards shows how similar they are. Think about a compelling headline that grabs attention.
   • Remember that job adverts are about marketing. Many adverts are written by HR teams and are very transactional. Think about what makes the role exciting, interesting, and unique. Invest in expert copywriting to bring the role to life.
   • Ask your recent recruits. You have an untapped pool of information there, so use it. What attracted them to the organization? What did they like about the recruitment process? Capture that information and incorporate it into your adverts.
     
     
2. How can charities use their mission and values to attract the right talent?
   Most people working in charities are drawn to a mission and making a difference. Consider how you can show how the role contributes to achieving your mission and what impact it will have on your organisation.
   Ensure that your values are evident throughout your recruitment process. Discuss them in recruitment literature and illustrate them with examples.
   
   
3. Why is it important to be transparent about salaries and benefits when attracting candidates?
   Would you buy something without knowing the price? Of course not—so why would candidates?
   Not listing the salary on the advert means that candidates have no idea if the role is more or less than their current salary. Writing a cover letter and tailoring a CV to a job takes time, and in the current market with numerous vacancies, not disclosing the salary may deter candidates.
   When an organisation isn’t prepared to disclose the salary for a role, it may imply that the salary isn’t competitive or that they want to see how little they need to pay. That raises red flags for me, and it likely will for candidates too.
   
   
4. What do you think is usually forgotten when it comes to advertising for a role?
   The human element, without a doubt. Candidates want to work for organisations where they have interesting, challenging work and can see how they will make a difference. We want to work with people we like, so promote your current team. Give potential applicants the chance to see the people they will work with through photos, articles such as "A day in the life of…".
   
   
5. How can charities ensure they appeal to a diverse pool of applicants?
   There are several ways to do this. Firstly, really think about the role's requirements. What do you truly need from a candidate, and what is optional? Many adverts have excessively long lists of essential criteria, which can deter potential candidates.
   Secondly, consider your language. People may be put off by adverts seeking "dynamic" and "innovative" candidates if they don’t see themselves fitting those descriptors.
   Finally, think about how flexible you can be with working patterns. This is an area where the charity sector excels, but I believe it isn’t promoted enough.
   
   
6. If you could give three tips on how to get quality candidates to apply, what would they be?

1. Get creative with your adverts. Speak with your marketing and fundraising teams to see what ideas they have for attracting staff.
2. Invest in social media and videos. There is a well-known marketing phrase, "people buy from people," and this applies to recruitment as well. Candidates like to know something about their potential line manager, so ask the line manager to create a short video about the role and post it on social media. The Alzheimer’s Society does this well. Sometimes informal is best, so don’t worry too much about it being perfectly polished.
3. Engage with candidates personally. I know it takes time, but candidates want to feel valued. Respond to their applications with a personal thank-you and proactively engage with them throughout the process. Make them feel special.