Question

Golden Gate Retail Chain Store is planning to develop two additional stores in Mongkok and Causeway. One of the primary challenges accompanying this ambitious expansion plan is how to staff, train and compensate individuals who will fill the positions in the new branches. Accordingly, the firm wishes to hire an HR Director to oversee the recruitment, selection, training, performance appraisal, and compensation activities accompanying the business expansion, as well as supervise the HR activities in the existing branches. In order to search for the right candidate, Golden Gate has decided to post advertisement on newspaper and use the employment agency service.

A job advertisement has been prepared to be posted on a local newspaper and the company website.

URGENTLY REQUIRED A well-developed retail chain store is now seeking creative, experienced and energetic candidates to fill the post of HR DIRECTOR. Lead the team to oversee the overall HR and Administration operations of the company Responsible for establishing and developing long term and short term HR strategies for the growth of the company Establish, design and optimize the Human Resources Department System Implement and review the company’s performance management and remuneration system Develop, implement and maintain systematically in social responsibility management Male with over 8 years significant recruitment experience, preferably with track exposures in retailing industry background in sizable companies Single with pleasant personality and interactive Young, excellent health, pleasant personality, interactive and high motivation An exceptional ability to build and maintain relationships with both internal and external stakeholders Strong communication and organization skills Ability to lead, drive and develop others If you are qualified for the position, please send your resume with your recent photograph, by e-mail to: vacancy123@hotmail.com.hk

Question 1

1. With reference to the AIDA principle for designing a job advertisement, critically evaluate the effectiveness of the above advertisement. (20 marks)

Answer 1

a. AIDA model is an Acronym where 'A' stands for Attention, 'I' stands for interest, 'D' stands for desire, 'A' stands for action.

If we evaluate the above Job advert, we can clearly see many flaws with regards to how it is tailored. A well tailored Job advert should adhere by all the principles for AIDA model. This ensures the many potential candidates see the job advert and the best of them can finally be recruited.

The first objective of Job advert should be to grab the attention of the maximum amount of Job seekers. The Job advert in this situation is tailored more like a E-mail than an attention grabbing advertisement. Although the role of HR director is given in Bold, there is more text than what is required everywhere. The best method to grab the attention of job seekers is by providing a mix layout and graphics. Layout can be having the Logo of the company on top, employees of the company working in a productive yet cool work place or a person in a tuxedo standing- strong and confident. The Job title HR director should have bold font and shown below along with crisp and clear mentioning of tasks and responsibilities. On the side the qualifications and criteria can be provided in pointers. The recruiter details can be given below in small fonts but with bold fonts.The company can also use good quotes that also reflect their corporate culture to bring in more job seekers.

To peek the interest of the candidates, the importance of clean, clear and crisp roles and responsibilities comes into play. The candidate should feel the role is rewarding and promising and should feel motivated to pursue the same. What is expected from the candidate and what the company will pay for the candidate should also be mentioned.

Desire is to be stimulated in the minds of the candidates for the job profile after looking through the job advert. Desire to pursue a career in this company can only come if we can sell the company correctly to them. For this, the company culture, diversity, inclusion and values should come forward from the advert. The potential hire should see a correct fit between his values and the companies.

Action is the final step, where the candidates takes the step to apply for the job profile. This is a critical process that needs to happen. The most important thing to do here is to make the lives of the candidates more easy while applying. One can use a google form to collect candidate data and give an upload option for their resumes directly. The email address should not have much complexity. Lots of procedures, like asking for photograph address and other details can be avoided at this initial stage. Keep a direct apply button or send an interested email to the HR first. The HR can then follow up with the candidates for the next steps.

All these steps are crucial for getting a good candidate and AIDA helps us to make clean, clear and structured advert that can draw in more suitable candidates.