Job Adverts – Ernest Shackleton’s Wanted AdOctober 29, 2020 3:57 pm
Job Adverts – Ernest Shackleton’s Wanted Ad
The great explorer Sir Ernest Shackleton reportedly posted a job advert in The Times for his famous Antarctic expedition that went like this:
“Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success.”
The response was overwhelming, with 5 thousand men offering their services. So what made it so successful? It was both honest and appealed to a sense of adventure.
Job adverts are not about appealing to everyone. Their role is to reach your ideal candidate specifically. Here, it was men willing to sacrifice safety for glory. But what works about the advert isn’t just the brutal honesty that rules out the weak. The 2 key elements that really make this advert work are these:
- The offer of a ‘journey’ – a mission to somewhere exciting.
- The promise of honour and recognition – glory guaranteed if you make it back.
When you’re clear what’s in it for the candidate, you’re on the right track.
If you had to write a brutally honest job description of your day today, what would it say? Follow us on LinkedIn for more content like this! Or browse the other content we have here. Or you can follow us on Twitter for updates everything JMC. @jmclegal
Jason Connolly set up JMC Legal Recruitment in 2016 when he was still in his 20s. JMC Legal quickly established itself as one of the big players in the industry and Jason has also become a well-known fixture in the press, offering advice and support.
This post was written by rubenwildeTags: adverts, jmc, jmcpartners, job adverts, jobs, recruiters, Recruitment, recruitment agency, start your own recruitment agency, start your own recruitment business
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