In direct response advertising, the call to action (CTA) is where you tell the reader what you want them to do next. Aside: That’s not the same as brand awareness advertising, where the objective is to get the brand ‘front of mind’ whenever someone thinks about that product, service or sector. In job ads, the …
Some recruiters who do our course fret because they think they are “not creative”. We have to reassure them that job ads don’t have to be “creative” in order to be effective. Clarity beats creativity and cleverness. Writing an ad is like serving a basic meal comprising meat and two veg (or the veggie/vegan equivalent). …
It’s the difference between saying: “The mat was sat on by the cat” and “The cat sat on the mat”. In job ads, recruiters often write things like: “Experience will be advantageous” rather than “You’ll need to have experience” or “You’ve probably done this before”. Or they’ll write “Training will be provided” instead of “You’ll …
When you are trying to attract unemployed applicants (perhaps because you know there are a lot of them on the market, or because you need someone who’s available to start quickly), it should be relatively easy. They’re actively looking for work, browsing job boards and careers pages and LinkedIn. If you’re lucky, they’ll read your …
And how can you use the same writing techniques in your job ads? 1. The headline is a question which is an easy writing technique for grabbing attention 2. The body copy tells a before-and-after story. Recruiters can do the same. Talk about what happened to the previous job-holder (what they did before they joined, …
Yet many job ads bang on about the company vision and mission and values rather than explaining what’s in it for the candidate. Major Players did some research in May 2021 to discover the key determinants when choosing a job. The social purpose of the organisation was ranked bottom of a list of 10 in …
Wondering what’s included on the Copywriting for Recruitment course? Among other things, you’ll find out: 7 of the main reasons why people leave jobs (so you can write in a way that tempts passive candidates to apply) 4 key reasons why your current job ads don’t work as well as they could, and a 4-step …
When you’re trying to decide whether to try an online training programme, you probably want to be sure you’ll get a return on your investment. To help make your decision, we can tell you what happened to other recruiters after they applied the copywriting insights you’ll discover on our course. For example, Sarah Potter said: …
Why choose this course #7: What other recruiters say Read More »
To put job advertising into context, Mitch sometimes talks about the ‘old days’, when jobs were advertised in print. The print process was complex and expensive, as it had to include paper, ink, production and distribution. This meant that advertising was costly. Because of that, advertisers put more effort into creativity, in an attempt to …
Many recruiters tell us they want to attract more applications from women (if they’re in construction) or men (if they are in social care). Attracting the right gender goes beyond the wording you use in the job ad, because the actual work environment has to be perceived as welcoming to the people you’re trying to …