Reading between the lines

People made their New Year's resolutions and only now are they beginning to be translated into action.

Most advertisements are straightforward and need little interpretation, but many, according to David Hutchinson, require "reading between the lines".

Mr Hutchinson is an expert in these matters. He is regional director of DBM, otherwise known as Drake Beam Morin plc which has offices in Swinegate, York.

He helps big and small companies who have to save costs by chopping executive manpower but are anguished - and responsible - enough actually to care what happens to them afterwards.

DBM provides every facility possible, including advice, guidance, secretarial services, plus a sense of camaraderie and purpose to help those affected to network, draw up CVs and apply.

Since DBM opened in York more than 11 years ago there has been a tradition of opening a bottle of bubbly for every success and keeping the cork as a memento. Now at the Swinegate office there are eight jars stuffed with more than 350 corks - and 69 of them blew from their bottles during 1997.

Mr Hutchinson says: "Half the battle of making a successful application is to know exactly what you are applying for - and that can be harder than it sounds."

He suggests that you glean other information from sources like this Business Newsline to monitor which firms have won big new contracts and are likely to expand and scrutinise appointments sections to trace who has left for where. But, naturally, job advertisements are more direct, though they often need interpreting.

He says: "Job advertisements contain only a limited amount of information and if you are to tailor your approach to suit the employer you need to read between the lines of the advertisement to assess what the employer really wants, and what they are really offering."

Here are a few "between the lines" tips on how to read what is said - and not said - in recruitment adverts:

* Telephone recruitment is often used by organisations which are trying to reduce the amount of paperwork, so be prepared to be treated as a number on a file. "It may also mean that the position has become vacant unexpectedly, making a quick replacement necessary."

* A job advertised as "a new position" means that you will probably have to demonstrate previous success in working on a "green field site" - in other words working largely off your own initiative. "Prepare some first thoughts on your initial objectives or action plan if you were given the job to show that you could hit the ground running," says Mr Hutchinson.

* Look out for what Mr Hutchinson dubs "red flags" - subtle evidence of the culture of the organisation. For example, most people in business now freely use their first names, so if you are invited to reply to Mrs MA Smith, or EJG Esq, it may signal a very formal, old fashioned culture. "Nothing wrong with that - but consider if you will fit in," he urges.

* Another sign is the use of large, well-designed advertisements. This indicates that the business is prepared to invest in recruitment. "It does not always follow, but frequently this type of organisation values its employees, and may place more importance on training and development."

* Some organisations use consultants, agencies or search firms to help them in the initial stages of recruitment. Examine the advert carefully to see whether the organisation is using a specialist recruitment agency in your field, or a search firm that covers many different types of jobs. "A specialist recruiter will be more receptive to industry jargon, so bear this in mind when you apply."

Finally, Mr Hutchinson says: "The quality of your response can make a friend or a foe of the person who holds a key to your next job, so take time to study the advert very carefully before you apply, and use your common sense and intuition to assess what is really required."

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.