Conveying your company identity ranks highly among Trainers . This means clearly explaining who you are and what you stand for , including your organisational values ...
Avoid generic ads
Generic ads are those that focus more on the role of a Personal Trainer , rather than the specific opportunity within your facility . As a result , they don ’ t reflect any of your brand ’ s personality or uniqueness , and give the impression that you don ’ t actually care who you get on board .
With this in mind , your ads should always be tailored to your business . Think about it : your clients differ , your team differs , your location is unique to you , and the way you operate is equally so . Therefore , if you run a generic ad that is devoid of any individuality and fails to represent your unique offerings , then it can convey a lack of care , interest or investment in their contribution as a unique and individual team member .
Every business has unique offerings . Therefore , your job ads should always touch on them . Humans are attracted to things that are different , so the more tailored your ad is , the more likely you are to connect with the right candidates .
Limit your requirements
While it ’ s important to include details about your organisation and what makes the business and the job opportunity unique , where you want to keep things short is when it comes to key requirements . While there may be particular qualifications required , or particular experience you ’ re looking for , keep in mind that excessive requirements may end up screening out potentially valuable candidates . The right attitude and your own training can go a long way towards building a leading team .
If there are particular requirements you ’ re looking for , like ‘ enthusiastic self-starter ’, rather than state it in requirements , include detail that would necessitate this characteristic . For example , “ You ’ ll be working alongside a team that is highly motivated and driven . If this describes your kind of people , you ’ ll thrive !” This increases the chance of attracting candidates who identify with this ( and potentially discouraging those who do not relate ). ®
WHAT TO STOP DOING . LIKE , NOW !
INDUSTRY INSIGHTS CREATING JOB ADS THAT WORK
FITREC recently conducted a survey to identify what jobseekers in the fitness industry find most compelling and engaging in a job advertisement . Big thanks to all who took part . Here ’ s a snapshot of what we learned .
GENERALLY SPEAKING … RED FLAGS
Many PTs are open to contract training roles under the right conditions .
CLEAR JOB DESCRIPTION
Ads should include a clear job description including remuneration .
FITREC TEAM PAGE
Convey who the business is , including its values and reputation . Use resources such as a FITREC Team Page to promote your staff and the benefits of working in your facility .
PROFESSIONAL DEVELOPMENT Externally delivered professional development opportunities are highly valued .
IT ’ S RECIPROCAL Employers need to realise that Trainers are investing in the employer , just as much as the employer is in the Trainer .
RESPECT Trainers want to feel respected by business owners and employers .
STOP with the long-winded and egotistical rants on how awesome your facility is . Make your details relevant to the candidate and keep things clear and concise . Special mention to banging on about international or even national reach - keep it local and relevant .
STOP using marketing lingo . Authenticity goes a long way when it comes to successful job ads so avoid using generic statements . “ State-of-the-art ”, “ unlimited leads / earning potential ”, “ be your own boss ” and “ earn more money ”, were a few that trainers identified as being turn-offs .
STOP having a narrow view of who you want to hire . State your key requirements and “ nice to have ” qualities , but remain openminded about who is landing in your inbox . Remember , you can train people in a lot of skills , but some valuable qualities ( e . g ., that X-factor ) you simply can ’ t .
STOP being vague in your job ads because it ’ s a massive turn-off for fitness professionals . Good candidates will want to be able to tailor their cover letter , so make sure you provide sufficient detail for them to respond in such a way . They want to know – very clearly – who they ’ re talking to .
Employers need to consider that many Trainers feel a bit wary towards PT jobs , so there is great scope to be more convincing about the value the job is offering . When it comes to advertisements , the elements you identified as red flags are :
ALWAYS SEEN TO BE HIRING An ‘ always hiring ’ mentality is highly encouraged , but you need to ensure your job ad clarifies this by clearly explaining the mentality that you always have space for great talent . Otherwise , it just looks like you keep turning over staff .
USING GENERIC ADS Show that you care who you get on board . Even ads for a group should be tailored to the facility - clients differ , team differs , location , etc . Otherwise it suggests a lack of care and investment in them as a staff member .
TOO MANY REQUIREMENTS Cut it short because the more detailed you are about the opportunity , the more likely you are to filter applications . Show , don ’ t tell .
PORTRAYING A LACK OF PRIDE IN YOUR TEAM Candidates need to feel like the workplace is a culture fit for them , which refers to training styles , clients , vibe and the like .
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ISSUE 8 / RAISING THE BAR 5