'Warm hearted, genuine, compassionate seeks...' An Exploration of Recruitment Advertising for Managers in Australian Nonprofit Social Services

Abstract

Recruitment practices play a key role in organisational success (Cable & Judge, 1996). Designing an effective recruitment advertisement is critical in establishing the first link to appropriate potential employees (Backhaus, 2004). A consistent finding is that people join, succeed and stay with organisations where there is a strong alignment between the organisational culture and values and the individual’s values and direction. People ‘seek jobs with employers whose moral values match their own’ (Scott, 2000). It is a key in the perfect match. Organisational values are particularly important in nonprofit community service organisations where they not only define the core business but also are the organisation’s raison d’etre. It is where people chose to work and volunteer their time and money to see such values enacted (Jeavons, 1992; Hudson, 1999). It makes sense that the inclusion of organisational values is an important consideration in advertising social service positions. However, this study of advertisements for managers in nonprofit social services from the Australian press over the years 2002 to 2006, reveals more than just a design to recruit the best staff. It reveals raw material for cultural and occupational analyses (Cullen, 2004). It explores who the ads are targeting and how that first link is framed. The results raise interesting and timely questions about employment in social services in post-welfare state environments common in Western countries around the world.