Recruiting Campaign Briefing Template

What's Included in This Recruiting Campaign Briefing Template

A social recruiting campaign rarely fails because of the ad. It fails because HR, the hiring manager and management each mean something different by "the role". One person is thinking of a nurse with five years of experience, the next of anyone with a qualification who can start in May, and the managing director of a budget that nobody has written down. This template puts all of that on one page before anything goes live.

The Word document has two parts. Part 1 is a filled-in example for a registered nurse in long-term residential care, so you can see how specific each entry should be. Part 2 is a blank grid with the same fields, ready to copy for every role you hire for. At the end you find a short check before sign-off and a sign-off table with name, date and signature.

• A. The role: job title, employer and location, number of roles and start date, must-have criteria, nice-to-have criteria.
• B. Conditions: region and radius, shift pattern, hours, salary, benefits.
• C. Application route and pre-screening: how people apply, five to seven pre-screening questions, knock-out criteria, handover and callback time.
• D. Budget and responsibilities: ad budget and duration, split across roles, who does what, who approves.
• Check before sign-off: five questions that catch the most common mistakes.

Key Features That Save You Time

The template is built so that a briefing takes thirty minutes with the right people in the room, not three rounds of email.

• One briefing per role. Each role gets its own page, so a nurse campaign and a kitchen campaign never share assumptions.
• Must versus nice-to-have, forced. The grid asks for strictly required criteria only. Everything else goes under nice-to-have. This single split removes most of the friction between HR and the hiring manager, and it makes the ad shorter and the pre-screening fairer.
• Pre-screening is part of the briefing. You decide the questions and the knock-out criteria before the first ad runs, not after the first applicants arrive.
• Handover with a deadline. The grid asks who calls back qualified applicants and within what time. People who wait for days drop out.
• Budget with a duration. The example shows a budget over three months, including the fee, so the arithmetic is visible. It is a worked example and not a promise of a number of applicants.
• Sign-off box. Briefing, ad variants (copy and image) and budget are approved together, with a date on record.

How to Use This Recruiting Campaign Briefing Template

The process has three steps and works the same way for any role, from nurses to truck drivers.

1. Fill in. Copy the blank grid from Part 2 for the role. Use the example in Part 1 as a guide for the level of detail: not "experience in nursing" but "completed qualification as a registered nurse, recognised in Germany".
2. Align. The hiring manager and HR go through the must-have criteria together. For every must-have, ask: would we really turn this person down if it is missing? If not, it moves to nice-to-have.
3. Approve. The campaign starts once the briefing, the ad variants and the budget are signed off. Record the date so that later changes are visible.

For the pre-screening questions in section C, the companion download Pre-Screening Question Catalogue for 12 Professions gives you five to seven ready questions per profession, with knock-out criteria and the channel that suits each question. Copy the ones you need into your briefing.

A note on the radius field: the radius you enter is a wish. What the advertising platform technically allows for job ads, especially around targeting by location, age or gender, is settled during planning and should be checked against the current rules of the platform before you promise anything internally.

Why This Briefing Works

Most campaign problems are decided before the first euro is spent. Three patterns show up again and again, and the template addresses each one.

The role is described differently by each person. A written must-have list that two people have signed is hard to argue with later. It also gives the person writing the ad copy a clear anchor.

The pre-screening is invented under time pressure. When the questions are chosen in advance, the first conversations with applicants are consistent. Every applicant gets the same questions, which is also the fairer approach and helps you stay clear of questions about age, family plans, origin, religion or health. The check section reminds you of the General Equal Treatment Act (AGG).

Nobody owns the callback. A qualified applicant who hears nothing for three days has usually applied elsewhere by then. Naming the person and the deadline in the briefing is a cheap fix.

Who Should Use This Template

• HR and recruiting teams who run campaigns for several departments and need a consistent brief for each.
• Heads of care, practice managers and site managers who hire for nurses, medical assistants, educators, tradespeople, drivers, warehouse or production staff and want to specify the role themselves.
• Managing directors of small and mid-sized employers who want to see, in one page, who is hired, what it costs and who approves.
• Agencies and consultants who need a client briefing before they build ads.

The briefing is independent of any tool. You can use it for any channel and any provider.

If the campaign should run: Sprad Social Recruiting runs your job ads on Instagram and Facebook, where nurses, tradespeople, drivers and other frontline workers spend time every day (Google and TikTok are to follow). An AI talent agent pre-screens every applicant via WhatsApp, phone or web, and every applicant lands in your own talent pool, so the contacts stay with you. Pricing is ad spend plus 10 %, from a €1,000 budget that can be split across several roles, with three months as the recommended duration. There is no guarantee of a number of applicants. This briefing is the starting point for the campaign. See Sprad Social Recruiting.

FAQs

How long should a recruiting campaign briefing be?

One page per role is enough. If you need more, the role is probably two roles, for example a nurse for a ward and a nurse for home care, and each deserves its own briefing.

What is the difference between must-have and nice-to-have criteria?

A must-have is something you would turn a person down for if it is missing, because the job cannot be done or the law requires it, for example a recognised qualification or a driving licence class. Everything that helps but can be learned or compensated is a nice-to-have. Keeping the must-have list short widens the group of applicants without lowering the bar.

Do I need to fill in the salary?

Yes, it is worth it. Ads that state location, shifts and salary tend to produce fewer follow-up questions and fewer late drop-outs, because people can decide early whether the job fits. If a range applies, enter the range and what it depends on.

Can I use the template for roles that are not in the example?

Yes. The blank grid in Part 2 is generic. The example uses a registered nurse only to show the level of detail. All values in the example are made-up illustrations and not benchmarks for your region or profession.