How to Write Attractive Job Ads for Deaf and Hard of Hearing Job Seekers
For deaf and hard of hearing job seekers, visual components in job ads often play a pivotal role in grabbing their attention. To that end, both employers and marketing professionals need to employ different techniques to capture their attention and get them to apply for their job vacancies.
Use appropriate terms. When developing a job ad, do not use the terms “hearing impaired” in reaching out to people who are deaf and hard of hearing. The preferred terminology is to say ‘deaf’ and ‘hard of hearing.’ The use of ‘people with hearing loss’ is okay, but it is not a commonly used phrase.
Be bold and inclusive. As with any job advertising, companies and organizations will be well served by choosing bold colors with easy-to-read fonts on flyers or online ads. To make a powerful impact on deaf and hard of hearing job seekers, be sure to include images of people using sign language to reflect an inclusive work environment. Be sure to use a font size that is large enough to easily see as well as a font style that is not so fanciful that it would make reading more difficult.
Be detailed. Deaf and hard of hearing job seekers are best served when job ads provide copious details for ONE job (avoid covering openings for more than one job per ad). Information provided in job ads definitely should include the salary range, as well as the position’s work hours, and benefits including any retirement packages, health benefits, and/or relocation support. Using keywords of “deaf” and “hard of hearing,” particularly in the ad’s job title, would have greater search engine optimization (SEO) impact, and it will tell the Deaf Community that the employer is LOOKING for them. It would also be beneficial to include any perks of the job position, such as adding information about the employer’s covering the expenses of continuing education units (CEUs). If the employer has an all-hearing working environment and is seeking for a deaf or hard of hearing individual to fill the job position, the job ad should include any available accommodations provided by the employer such as including videophones, CART services, assistive listening systems, and American Sign Language (ASL) interpreters. If the employer is an all-deaf organization, say so in the job ad!
Video job ads. Video remains a very effective medium for advertising jobs to deaf and hard of hearing job seekers. Creating video job ads can be useful for those hard-to-fill job vacancies. The key is to keep videos short with presenters using ASL as well as adding captions detailing the job vacancy’s requirements, pay, and benefits. Consider using video job ads to tell your company or organization’s story.
Work location. Deaf and hard of hearing job seekers greatly value information on the work location because it helps them to decide if the state or city is ideal for them to live in. That said, provide details for the location of the company or organization along with information on public transportation and access to the worksite and the general region of the city where a job is located. Also, include any information about the Deaf & Hard of Hearing Community in that area.
Contact information and further information. It is crucial to provide detailed contact information with which a deaf and hard of hearing job seeker can use to reach out and connect to relevant managers or the Human Resources Department at the company or organization. Additionally, include language encouraging people to reach out should they have any questions about the job vacancy. Better yet, make sure you include an annotated contact list providing e-mail addresses, video phone numbers, website addresses, and full business address information and invite them to ask questions about the job position itself.
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