GOOD
Employer: Future (Publishing)
Vacancy: Anything from editorial to marketing
This ad is the future. And that's not a play on the company name. It'sthe future of employee marketing (or so it was when people first talkedabout it a few years ago) but it's still a rare sight nowadays. Thepoint is that this ad is 'awareness' marketing - not peddling aparticular vacancy to fill it but selling the career opportunity of thewhole company.
While it is not particularly creative it is a good strategy to attractpassionate individuals interested in anything from film to music tovideo games to photography and virtually every other kind of magazineyou can think of. That way they'll be committed to the business,enthusiastic about their job and happy to stay for a long-term career.It's that simple. How come few employers do it this way?
BAD
Employer: Laurel Pub Company
Vacancy: General managers
This is a bit of a two-for-one offer: two distinct brands shoehornedinto one boring ad. What is it with hospitality businesses? They seem tothink happy, smiling people (preferably their own employees) willattract ever more happy, smiling applicants. Hmm. Whatever happened toselling the culture of the business? Or the uniqueness of the brand?
There appears to be a trend as any hospitality business grows to sellexpansion as the sole reason to join. As they grow they lose sight ofthe fact that they need to retain their culture - the very one that madethem so successful to begin with, and so should really be attractingsimilar people to those who helped create the success.
- See hospitality company ISS Eaton's Outside View, opposite page.
Mark Rice is co-founder and creative partner of the communicationsagency andsome; email mark.rice@haymarket.com.
