Blogvertising – an experiment for a colleague

by admin on September 27, 2006

in Innovation

This is an experiment. I’ve never tried it before and readers may tell me to shove it. OK – i’ll take that risk. As it happens, this is ironic because today, I declined an opportunity to do something vaguely similar but that is for another day. And for the sake of full disclosure, I offered to write this post without any charge, cost or other commitment from GJ.

If you think you can make it any better, have ideas about presentation or think the offer sucks, please comment. I want to know whether this approach is attractive or crap.

Here goes:

  • Employer: Goodman Jones
  • Wanted: Manager – Accounting Systems and Services department with heavy emphasis on technology
  • Location: London West End (see Google Maps link)
  • Salary: £40-50K pa (€59-75K, $71-95K)
  • Job description: Two core requirements:
  • Managing the ‘team’ engaged in day-to-day bookkeeping, VAT, management accounts and budgeting for a wide portfolio of clients; and
  • The implementation of accounting packages – from the initial potential client facing stage to the conversion, installation and configuration of the system, and the training of clients and staff
  • Educational requirements: 3 years PQE (ACA, ACCA, CIMA, CPA or EU equivalents)
  • Technical skills: Strong practical accounting skills are assumed with an emphasis on assisting business managers rather than preaching the numbers. In addition, candidates will need to demonstrate a genuine passion for technology. The geekier the better but not to the point of speaking in Java or PHP. You need to be an Excel Wizard and if you have Crystal skills, that’s a bonus. and you need to have solid communications skills – written and oral.
  • Social abilities: Team player? Good. Able to work unsupervised without goofing off or panicking? Ideal. Flexible? Goes without saying.
  • On offer: The chance to get genuine exposure to new technologies in a high octane environment where excellence is rewarded and where promotion is rapid for the person with the right smarts, attitude and desire to succeed and who likes working with owner managed business entrepreneurs.
  • Open to: Anyone who meets the criteria and (where appropriate), has or can obtain a work permit for the UK
  • Contact: Philip Woodgate quoting ref: phw/gpb/wb
  • Further details: At Goodman Jones website

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My take:

I know Philip well. We have worked together on a project where previously we had not worked together. We communicate regularly and frequently exchange ideas. He’s a very easy to get along with person but is strict on deadlines. If that floats your boat then you’ll get on famously. Philiip has a blog – not updated as often as I’d like but what you see is good content, relevant to the client base. (Hint: you might need to do a bit of blogging yourself.)

I also know the senior partner. He’s a businessman rather than a Chartered Accountant who thinks he’s a businessman. There’s a difference. The firm is riding the technology wave in the expectation they will deliver superior, differentiated and mutually profitable service to clients. They’re taking the only approach that makes sense for a medium sized practice.

If you’re in industry, this could be a good move for someone of ambition who is stuck. If you’re in practice and champing at the bit to do more for clients, then again, this could be for you. I can envisage a smart, career minded lady making a good go at this.

If you’re a soccer fan then the location couldn’t be better – right next door to the English FA. If you like real ale and great company, then there’s an excellent selection of local hostelries serving fine ales. If you hate commuting to places like central London – forget it. If, on the other hand, you want to work with a firm that genuinely values your contribution, challenges your skills, wants you to succeed and have fun in the process, then I’d weigh up just how much those things mean to you and your career – other than the commute.

If you want to sanity check with me first – drop a comment or email (see my about page for contact details) and I’ll answer any questions I can, usually within 12 hours. If you’re stateside, don’t worry, I understand Pacific Time.

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Stating skills required is one thing, assessing the accuracy of those claiming skills is another. x-years experience represents a loose benchmark based on the firm's experience. I don't have an issue with that.

What is the benefit of stating years experience and qualifications required if they are not essential to doing the job? Changing to wording to replace the years experience to the skills actually required would surely open up the role to potential candidates who would not previously applied.

Cheers for that Philip.

Typical, another piece of red tape to watch out for, thanks Tony (and company).

Hi Jason (again)

I checked with our HR team. Where wording such as “3 years + PQE” is included in an ad under the new rules then the firm must be prepared to justify why it is not discriminatory. The reason being firms could seek to use such terms to discriminate against younger candidate.

From a practical point of view I suspect it will mean replacing the years experience term with the skills actually required e.g. ability to manage a team. We don't want to discriminate, but on the other hand who wants to get tripped up inadvertently on the rules.

Well, we all know who this will keep busy in the short term - the lawyers.

Hi Jason

Interesting comment. It's okay at the moment (until the law changes) and we will all be looking at how to best interpret the law.

I'll amend the ad for now and get it checked out by our HR team. As I say to clients you can never be too careful in these matters. It does all seem rather silly though.

Well, looking at all the news items about the new age discrimination rules from 1 October I think your advert is save Den.

However, Philips would appear to be not so, it looks like you are not allowed to mention number of year experience, and apparently the list of what you can not mention is somewhat lengthy.

So how do we advertise for new staff in the future?

‘Staff wanted, everyone apply within.’

Surely like Philip has done requiring a minimum amount of experience is not a bad thing, after all, it is supposed to be a profession and as such certain roles will have a minimum amount of experience, qualification or ability attached?

It really doesn’t encourage anyone to employ within the UK, it looks like the only way to grow your business in the UK now is to outsource all the work overseas, it really is a sad state of affairs!

Other comments I am hearing, you cannot state educational achievements, because say 30 years ago having a degree was not as common as it is now, where does that leave professional qualifications, are you safe to ask for them?

Den, I would be interested in your take, you are in the enviable position as someone who has done the UK employer thing before all this and now you are not in the UK but you have dealing here and elsewhere, how do you view the way forward for the small UK employer?

I feel a blog coming on Den ….

Jim Holincheck at Gartner sent this to me in email:

"I think it is interesting. You are adding to the value of the job posting by giving an opinion and color to the posting. That is good. I think you would get higher responses from your readers to the posting. Now, what would you do for a posting for something or someone you are not enthusiastic about? Would you just not take the posting? I would guess not. So, you would also be providing a filter on job opportunities that you think are good ones. That is also valuable. Some of the referral networking vendors (Jobster, H3, etc.) have operated on a principle that if you make a job aware to your network, the network will make the opportunity aware to whom they think would be qualified/interested. Instead of having a broad platform for doing this, you are doing it on an individual basis. Are you planning on charging for this? You may want to look at something like H3 where you can monetize it with referral bounties. I hope this helps."

I was pretty pleased with that assessment.

Survey results:

This morning I showed the GJ advert to about 100 intermediate financial accounting students at Purdue University, and read through it with them while it was up on an overhead screen. I then did the same thing with a job posting at

http://www.cliftoncpa.com/Careers/opps/desc.asp?jo...

... and then asked the students about the adverts. I asked the question, Which position would you be more likely to be interested in and apply for assuming you were qualified? Roughly 90% or more indicated they had a preference--or perhaps strong preference--for the GJ advert and/or the GJ position.

I also suggested that if students had any comments or recommendations they should visit Dennis' site and post them on the blog.

Once again: Very nice advert! MMc

I agree with the hyperbole comments - I have always seen that as one of the barriers that agencies put up, along with the jobs that don't exist!

I think the advert is exactly what's needed: Clear, concise, informative, and curiously and refreshingly devoid of the standard hyperbole ... as in:

Are you an accomplished tax professional? Are you looking for a premier opportunity to cultivate success in your career with a nationally recognized CPA and professional services firm? If so, you must join our talented Tax Compliance team in _____'s Indianapolis, IN office.

We are looking for your talent to assume responsibility for significant client tax engagements. It is with your expertise and exceptional time management skills that you will prepare and review individual and business tax returns while building exceptional relationships with clients. Become a resource to staff as you supervise engagements and maintain excellent communication with staff, senior managers, partners and clients. Your drive and determination to succeed will lead to significant advancement opportunities with ___!

Your 2+ years of tax experience in public accounting will be your first stepping stone to success at ___. These talents combined with your degree and CPA (or candidate) will give you the tools needed for this rewarding opportunity. Our various benefits will help you continue to develop your career at ___, such as our Mentor Program, Tuition Assistance, Professional Certification, and many excellent training programs. You may already have a great position, but ________ will give you the opportunity too good to pass up!

The hyperbole is so thick in this example ad (I know because I know people in said firm/office) that you'd need a chain saw to cut through it! Without the hype the ad basically says "If you're a tax professional with 2+ years income tax compliance experience, then ____ would be a good place for you to work ..." Hmmm, I'm fascinated.

Perhaps the only thing that might be clearer about the proposed GJ advert is what's meant by *practical* accounting skills. I think I know what it means (e.g., forget GAAP per se and think about what clients need from their accounting system to better manage their businesses), but I'm not completely sure that message would be understood. But then again, maybe it's understandable to anyone who actually has such practical accounting skills! Nice advert.

Hi Philip,
I'm advertising over at my place for you as well.

Thanks Dennis. It's a whole new approach! I like it, but then I'm seriously biased.

Hi Jason. It's a good point you make on the new rules on age, but the advert states a MINIMUM of 3 years PQE. We're not ruling out anyone on age, but we do need the experience. P.S. What's your commute like?!

Hi David. "Really needs the gal/guy?" I could read that two ways. Just joking, I think I know what you mean.

Like Jason, I like this approach. It's got three Hs you don't often see in job adverts: Humour, the Human touch, and a Holistic approach telling me something about the job, the surroundings, the boss, the firm, where the firm is going, the potential in the job. I hope this works - Philip really needs the gal/guy.

Okay how do I apply?

No seriously, I like your take Den, it’s more human, and that’s what is missing in job advert.

I remember, quite a few years ago now, about 10 I think, a job advert that I still remember to this day it read something like:

PA to partner required, I am leaving due to relocation (my husbands fault) and it is with regret that I have to leave this job, the boss is great, but he does have bad points, he can be moody in the morning before his coffee and when his baby is teething so is he, at times he thinks I have shares in his company and want to work the same hours as he does, a quick reminder sets him straight, but otherwise he is great!

It went on a bit more but you get the gist, and I thought wow, that’s different?

Not sure from 1 October 2006 Philip can stipulate the 3 year PQE as it potentially eludes to age, from 1 October job adverts are going to be interesting to write …

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