Today we’re talking with Andres Higuera from Ecogreen Office Cleaning!
Andres has been working on writing the perfect advertisement for his employee generation system. His initial descriptive advertisement wasn’t creating the employee lead generation he needs. Descriptive advertisements are the majority of ads you see on job search websites today. For example, “Come and work for a cleaning company, part time and be part of a growing team.” Andres changed his advertisement to focus on his companies core values, as the Clean Profit Method suggests, and he found that he’s still not getting the in flow he was hoping for.
A job advertisement revolving around your core values should be getting you double the applicants of any previous advertisement, so we know something is wrong here. To fix this problem and increase the amount of applicants, Andres needs to do two things.
First, he needs to make sure that his advertisement is more than the ad itself. A job ad is a marketing funnel. His employee generation advertisement might be perfect, but what follows might not be. If there isn’t a direct connection between advertisement and the follow up process the prospective employee goes through, you’ll lose them in your funnel.
For example, job board websites like Indeed force users to answer a lot of questions on their end. They also make it mandatory to go through Indeed for follow up communication between the prospective employee and hiring company. This can turn people off as Indeed doesn’t correlate with your core values. If your job posting is talking about how you’re a fun company and then your prospective employee has to answer ten serious and technical questions directly after, there will be a disconnect and your funnel won’t work.
As soon as possible, get prospects off of Indeed or the job board website and on to your own website. This reduces the noise and helps them focus on your job position and the core values of your company.
Second, change your follow up to be consistent with your advertisement. If your company is focused on having fun and making money, then your questions shouldn’t be, “Do you have a state issued ID?”. Instead, they should be “Do you like having fun and making money?”. The idea is to get prospective employees to break the monotonous pattern of applying to job after job. You can achieve this by getting them off of Indeed and on to your website. There is also the option of having them text you.
Make sure your employee generation funnel is consistent with your core values advertisement to create a successful job advertisement campaign.
RESOURCE ALERT: Dealing With Crappy Employees
Best advice you’ve received either personally or professionally?
Always be learning.
What’s the biggest mistake you’ve made in the cleaning business we can all learn from?
Not communicating with clients in person.
What is your favorite book?