Should recruiters delegate the copywriting, or learn how to write better ads themselves?


I’m a fan of using copywriters. I use copywriters myself. I haven’t written a job ad in 7-8 years now, and I think it’s some of the best money I spend. But then I take this very seriously, which is why I run training with Jackie on this topic.

I can’t be seen to be putting out a rubbish ad, particularly now, because of this. So, I am a fan of using copywriters.

The problem with copywriters is that, if it’s a large business, there’s going to be a lot of volume of jobs. I know very good recruitment copywriters who’ve been doing it many many years who actually are plugged into accounts with some major corporates and they get 20, 30, 50 jobs a month.

It’s impossible to write great job ads for that many jobs, particularly for one client. So it becomes a bit of a process where they’ll end up building some kind of template and they’ll populate that template with different information.

So those are the Pros and Cons.

It can get expensive, using external copywriters or external support.

So those are the Pros and Cons as I see it for using external copywriters .

Trying to train and upskill your recruiters is… obviously I’m going to try and answer this as honestly as possible because, look, we’ve got copywriting courses to sell, so I’d love to be able to say: “Yeah, everybody should be trained how to write good job ads”.

But, really, I think it’s such a fundamental part of a recruiter’s job that they should be able to sell a job in writing.

In fact, I think it’s so fundamental that people’s understanding of the need to sell jobs should be something that should be assessed at the interview stage. Because, if people can’t sell jobs, what are they? They’re just administrators.

Everyone can write. Whether we’re defining people as skilled writers or not, I don’t know. Some people have some natural ability, most people don’t. Most people become skilled writers by understanding the theory of what goes behind good copywriting, and understanding the motivations and the needs of the people that you’re writing the content for.

Once people understand that, and then learn some basic structure and some basic writing techniques, then they become skilled. And then they’ve got a platform from which to gradually get better.

Very few people leave our copywriting courses being brilliant copywriters. There’s been a handful, but I would argue they had some natural ability before they turned up. But it just sets them on a path of practicing and getting better. We all get better the more we practice.

I think all recruiters should know how to structure an ad, even if they’re not a good writer. If they just structure the ad in the right way, it will statistically attract a few more of the right kind of applicants, in general.

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