Buying a car, shopping for groceries, taking a class, landing a job or searching for a new employee - it's effected by marketing. Whichever side of the fence you are on - the "buyer or the "seller - we form opinions and make decisions based on the marketing messages we receive.

The world of Employment Advertising is no exception. Attractive logos, extensive benefits packages, flexible schedules; all can be used to make an impact on job candidates and affect how many, (and how many "quality) people reply to job postings. When considering how to attract readers to your employment ads, one of your key opportunities lies in the Job Title. Titles are more than a required part of a job posting. They give advertisers the chance to use the power of titles to attract the attention of job seekers.

According to marketing legend David Ogilvy, five times as many people read a headline (or title) as do the entire ad. The key for employers is to use the opportunity of the title to see that the candidates they want to attract are the ones that go on to read their ad. Additionally, when presented with numerous similar opportunities, a more colorful title can help your ad stand out among job seekers and be the one that gets reviewed.

What makes a good title?

A good title contains information that helps the job seekers know more about the position, opportunity, situation, or company. Some advertisers use a traditional title and embellish it while others scrap the conventional title all together. "Ralph, a Manager at one of the country's largest Financial and Insurance Services companies, says, "I try to consider the basic facts about the opportunity, and then highlight a selected part which the reader might find especially intriguing.

Reframing the concept
For example, while others will use titles such as Insurance Agent or Financial Services Rep, "Ralph the District Manager of a large financial firm uses titles like "Take Charge of Your Career Selling Products Everyone Needs! While the prior two examples lead to pre-conditioned or limited ideas about the opportunity, re-framing it as the later title presents a positive picture. This brings results.

Ralph says, "I often ask responders what caught their attention in my recruitment ad. More often than not they reply, 'The headline, that got me thinking&' When I hear that, I know I have a good title.

Another recruiter in the Financial Services field presents their job as a "Small Business Opportunity - Financial Services. His title reframes the posting and turns it from a "job into a different kind of opportunity, one that attracts entrepreneurial people.


Here are some ideas for enhancing your job titles and attracting more people!

Job Title with Requirements

Some titles will embellish a traditional title with a requirement:

"Electrical Engineer - CE compliance experience.
"Administrative Assistant - Executive experience required.

In other cases, employers don't want people with a lot of experience. Indicating this in the title will discourage those overqualified and help attract better matches. For example:

"Auditor - Entry Level.

Title with Call to Action

Another popular title technique is to attach a call to action. This is particularly useful when you have an event or sense of urgency. For example:

"Sales Reps - Open House Tuesday 9/10!!
"Collectors - Only 2 Positions Left!

Title with Job Information

For greater impact, attach more information about the position to attract people. Such as;

"Sales - Flexible Schedule & Casual Work Environment.
"Nurse Manager - Inpatient Behavioral Health
"Product Manager - Golf Equipment.

Title with Company Information

If you have something to brag about, do it in your job titles!

"HR Representative - 'Fortune's 100 Best Companies to Work For' in America
"Sr. Staff Accountant - BEST PLACES TO WORK
"Financial Representative with a Fortune Magazine TOP COMPANY
"Automotive Sales - Zero negotiations! #1 Dealer in the Midwest

Show Me the Money

"Our Top Rep Earned Over $30,000 Last Month!
"RN/LPN - $3000 Sign-On Bonus
"Drivers - potential to earn up to $65,000 in your first year

Non-traditional Titles

"Work For a Company Created For Collectors by Collectors!
"Take Charge of Your Career Selling Products Everyone Needs
"Do You Know What the Fastest Growing Form of Media is?
"Are You Passionate About the Movies?