If you are going to attract top talent you have to use the right lure. You need to write your ads so they appeal to the person likely to be successful in your environment. And, you have to attract that person’s attention. In short, you need to use your Unique Hiring Proposition (UHP).

Your UHP simply answers the question, “Why should I work for you?” Think of it as the driving force, your mission statement for all your recruiting activity. People need a reason to work for you and your UHP supplies that reason. As a side note, your UHP also helps identify those people who should NOT work for you.

With your UHP in hand, you need to view attracting candidates as a sales problem. How do you go about attracting prospects for your product or service? First, you identify what a good prospect looks like. What interests them? Where do they live? What do they read? What do they do for fun? Where do they congregate? Once you know all this, then you can determine the best way of raising their interest. Finally you present your product in an appealing way and try to close the deal.

Recruiting is no different.

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