The prevalence of the internet and modern marketing methods means that your candidates have changed. They are more marketing savvy and are bored by seeing the same old type of demanding recruitment ads they’ve seen for years. Ads that aren’t targeted well and don’t talk to them in the right tone. Ads that don’t grab their attention and look tediously similar with a traditional type of layout – Job Description, Requirements, bullets, more bullets …(that’s if it isn’t all in one hard to digest paragraph!)
Candidates are consumers now and are used to being marketed to, preferably in a sophisticated and intelligent way.
Highly sought after candidates can pick and choose where they work and how so you've got to start enticing them into a relationship rather than just telling them what you want.
Your aim is to get past the chat up line and make a real connection.
Seeing a job advert that looks like an internal job description copied and pasted into an advert is not going to fire them with enthusiasm or desire and could be a complete turn-off.
Ah – unless they are truly desperate and will apply to anything, but that’s not really who you’re after is it?
‘But it’s different for Contract jobs’
Don’t tell me that you don’t need good ads for Contractors as all they’re interested in is money. Money counts – of course – but working in a great team on a ground-breaking project or having flexible working patterns could also sway them and look great on their cv.
Want to write better adverts?
So, get the feeling that you need to write better adverts but are worried that the ‘perfect ad’ is going to take a bit of practice and you don’t have the time.
It will certainly take a different mindset and a bit of time (sorry). It’s better to get started down that road now rather than later (you want to stay in this career right?). I’m hoping you already know your target audience well enough to have an idea of how they like to be spoken to (hint: if not, you might want to investigate creating ‘Personas’ for your roles)
Let’s get you started on your journey
Here’s a super easy step to upgrade your advert and start appealing to your ideal candidate.
Try using some of the following heading ideas to enable your ad to stand out from the crowd. Put yourself in your candidate’s shoes and think about what type of language might appeal to them.
Instead of “Job Description” (yawn)
Try out some of the following ideas (or even better, create some new ones yourself)
Last updated on: 06/10/2016 05:30:06
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