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An eye-catching job advert can be a real boon to a hard-to-fill recruitment drive. However, as an advertisement for your culture and values, being too laissez-faire with your approach can lead to serious backlash.
This is the situation that the Illinois Police Department found itself in, after releasing a recruitment advertisement inspired by the popular video game series, Call of Duty.
The ad, featuring armed police officers wielding assault rifles alongside the caption "Stop playing games and answer the Call of Duty," sparked immediate backlash from the public, who called the ad 'tone deaf' and raised serious concerns about the messaging and imagery used to attract potential candidates.
While the intention may have been to connect with a younger demographic, the execution of the ad was seriously misguided.
By drawing inspiration from a game notorious for its portrayal of violence and warfare, the police department inadvertently sent aninappropriate message about the nature of law enforcement and the responsibilities that come with it.
Moreover, in a climate where trust between communities and law enforcement is already strained, the use of such imagery only serves to potentially further alienate and divide, rather than bring attention to the recruiting organisation for the right reasons.
The apology issued by Police Chief Eric Echevarria acknowledges the misstep but raises questions about the vetting process and the understanding of the community's sensitivities.
Recruitment efforts should reflect the values and ethos of the organization, emphasizing professionalism, integrity and, in the case of this particular advert, a commitment to serving and protecting the community.
Using imagery associated with virtual warfare undermined these principles and sent the wrong message about the role of law enforcement.
Peoria Police Department apologizes after using Call of Duty branding on their recruitment poster. pic.twitter.com/siLSGtbsQh
— Call of Duty News (@WarzoneCenter) March 1, 2024
So, what does a good job advert look like?
A well-crafted job advert is a reflection of the organization's values, culture, and commitment to diversity and inclusion. It should be clear, concise and engaging, providing potential candidates with a compelling overview of the role and the opportunities for growth and development within the organization.
According to research from Personio, some key elements of a successful job advert include:
Clarity and transparency: The job advert should clearly outline the responsibilities, qualifications, and expectations for the role. It should avoid jargon and technical language, making it accessible to a wide range of candidates.
Authenticity: The advert should reflect the organization's culture and values, giving candidates a sense of what it's like to work there. Authenticity breeds trust and attracts candidates who share the organization's vision and mission.
Inclusivity: A good job advert should be inclusive and welcoming to candidates from diverse backgrounds. It should avoid language or imagery that may alienate or exclude certain groups and instead focus on promoting diversity and equal opportunities.
Professionalism: The tone and language of the advert should be professional and respectful. It should avoid gimmicks or clichés and instead focus on conveying the organization's commitment to excellence and integrity.
Engagement: The advert should be engaging and compelling, capturing the attention of potential candidates and encouraging them to apply. This can be achieved through a combination of compelling language, eye-catching visuals and a clear call to action.
Ultimately, a good job advert is not just about attracting candidates; it's about attracting the right candidates – those who are not only qualified for the role but also aligned with the organization's values and culture.
By following these principles, organizations can create job adverts that resonate with candidates and help them build a diverse and talented workforce, instead of attracting scorn for unnecessary missteps.
