When we ask recruiters to submit a sample of a typical job ad to work on during the course, we don’t see many without at least one exclamation mark! Sometimes as many as three!!! Or even five!!!!! If you’ve attended our course, you’ll know Mitch Sullivan is not a fan of the exclamation mark. He …
You have permission to start a sentence with And or But. That was almost a hanging offence when Mitch Sullivan and Jackie Barrie were at school. But, in marketing and advertising, it’s practically compulsory. (DYSWIDT?) Writing academic copy to pass exams has its own style. Writing corporate copy for a company sales page has its own style. And writing …
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 …
Below is a job ad. More specifically, it’s a job ad for a Business Development Manager written (by me) to be as SEO friendly as possible. Or even more specifically, a job ad written to only to be read by people who are a bit stupid or quite desperate. Business Development ManagerLondonBusiness Services Are you a Business …
Sometimes I hear recruiters complain that they can’t always find the “creative inspiration” to write a good job ad. The problem with creative inspiration is it’s unreliable and rarely turns up when you need it. Plus, if you’re working on multiple jobs at once (which most recruiters are) whatever creative juice you do have is …
To write a good job ad you need good information Read More »
The video might be fun to watch, but there is a point. Because recruiters often state the obvious in their ads. For example: We’re hiring (they know that; it’s a job ad) Where required (no employer is going to ask employees to do something when it’s *not* required) Work individually and as part of a …
One of the most powerful types of copywriting is when you get customers to do your selling for you. That means using case studies, star ratings, reviews, recommendations and testimonials. In recruitment, you’re trying to sell jobs. In job ads, that could mean including a quote from an employee about how great it is to …
There was a recruiter used to get a ratio of 6-8% click to apply. After applying the principles you’ll find out in our Copywriting for Recruitment course, he ran one ad that got 65 clicks and 7 applications, another that got 68 clicks and 10 applications, and a third that got 377 clicks with 55 …
One definition of creativity is that every new idea is a combination of two existing ideas. For example, merging the idea of a pizza restaurant with a postal service means you get pizza delivered to your door. On this training course, you’ll benefit from two trainers from two different worlds, both of whom have loads …
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 …