Following the recent launch of PGA Jobs – our new, modern recruitment platform – we understand the importance of not only reaching the right audience, but also crafting a job advertisement that is clear, concise and compelling. In the second part of his series, recruitment expert Michael Herd, Head of International Search & Consulting at Kopplin Kuebler & Wallace, considers how to attract diverse candidates and what to do if the right applications are not forthcoming. It is valuable advice for anyone hiring within the golf industry but especially PGA Managers working at larger clubs and resorts
Every compelling job advert needs to include four essential components:
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Start with a clear overview of your club or company. This is particularly important in the golf industry, where establishments vary enormously in size, culture, and offering. This context helps candidates understand whether they'd be a good fit before they even apply.
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Consider how to clearly articulate the purpose of the role within your organisation. Be sure to answer important questions like the examples below:
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Where does this position sit in your structure?
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What impact will the successful candidate have on daily operations?
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What does performing in the role actually entail?
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Too many adverts in our industry are either overly verbose or frustratingly vague, leaving candidates guessing about their potential responsibilities. Be brutally honest about your non-negotiable requirements. It's tempting to create a wish list but focus on what candidates absolutely must have versus what would simply be nice.
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Finally, include your interview timeline and key dates. This demonstrates professionalism and helps serious candidates plan accordingly, showing you respect their time from the outset.
What are the most common mistakes companies make when trying to make a role sound appealing?
The biggest mistake is using buzzwords without substance. Too many clubs and companies can't clearly articulate their employee value proposition, so they resort to generic phrases like "exciting opportunity" or "dynamic environment" without explaining what makes them exciting or dynamic.
Don't be afraid to lean into who you are as an employer. If you genuinely offer variety, explain what that looks like in practice. If the role offers excellent career progression, show examples of people who've progressed. Authenticity trumps aspirational language every time, and candidates can spot the difference immediately.
What advice do you have for using inclusive language to attract a more diverse pool of candidates?
In the golf industry, we've historically struggled with diversity, but thoughtful language in job adverts can help broaden your candidate pool significantly.
Avoid inappropriate gendered language or requirements. Instead of "golf pro with X years' experience," consider "qualified golf professional" or "PGA Member". Replace phrases like "cultural fit" with "shares our values" to focus on alignment rather than similarity. Be mindful of age bias too – avoid terms like "energetic" or "digital native" unless they're genuinely essential.
How often should job adverts be reviewed or updated to stay fresh and competitive?
In the golf industry, we recommend reviewing your job adverts every time you post it, or whenever you notice a drop in application quality or quantity for the role. The post-pandemic employment landscape has shifted dramatically, with candidates now prioritising flexibility, work-life balance, and career development more than ever.
Pay particular attention to salary bands and benefits packages, as these need updating more frequently than job descriptions. If you're consistently struggling to fill certain roles, it's often a sign that your advert needs attention rather than there being a shortage of candidates. Seasonal roles, particularly common in golf, should be reviewed after each season based on the previous year's recruitment success and operational learnings.
“Too many clubs and companies can't clearly articulate their employee value proposition, so they resort to generic phrases like "exciting opportunity" or "dynamic environment" without explaining what makes them exciting or dynamic” - Michael Herd
How do you measure the effectiveness of a job advert and know if it needs changing?
Track several key metrics to gauge your advert's success. Look at the number of applications received, but more importantly, focus on the quality of candidates and how many progress through your interview process. If you're getting lots of applications but few suitable candidates, your advert may be too vague or appealing to the wrong audience.
Monitor how long roles remain unfilled compared to industry benchmarks. In golf, seasonal positions should typically fill within 2-3 weeks, whilst senior management roles might take 6-8 weeks. If you're consistently exceeding these timeframes, review your requirements, salary offering, or job description clarity. Also, pay attention to where your best candidates are coming from. This tells you which channels and messaging are most effective.
Looking to advertise?
Whether you’re hiring for a singular role or looking to build an entire team, the right job advert is key to attracting the right talent. The new PGA Jobs platform has been designed to create a centralised, easy-to-use space that supports PGA Members, Trainees and employers across the industry.
To post a job advert, click here. For further support on effectively advertising a job in golf, email the media support team
• Contact Michael via email ([email protected]). Learn more at kkandw.com/international
