Help Wanted: Certain Danger, Possible Honor

April 30, 2008 |

Looking for a tip on how to write better employment classifieds? Start with a compelling story. Here's a classified ad placed in 1913 by Ernest Shackleton: "Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success." Shackleton's ad produced 5,000 applications for his South Pole expedition.