Transcript Here’s a little technique that I use, which may help. Obviously, and I said to somebody earlier, what’s critical to writing a good ad is getting a decent brief from the client. And one of the important elements of the brief is: “How am I going to sell this job? What is there about …
Transcript JB: If you make it a question in the reader’s mind, they’ll instantly be answering to themselves: “Yes, that’s me”, or “No, that isn’t”. If you use the word “You”, that is another writing technique – not just in the headline but throughout an ad – that is going to make it more compelling …
Transcript A pattern disruptor is the opening sentence or two in an ad that is completely different to what the reader would be expecting, which arouses enough curiosity for them to want to read more, to find out what that relates to. The most obvious example of that I can think of was an ad …
Transcript MS: I’m going to let you answer that one, Jackie. JB: Oh, thanks, that was a surprise! MS: You’re welcome. JB: There’s a formula that stands behind all advertising. It’s tried, tested and proven over decades. And it’s a four-step formula that guides every advert that you write. It guides every candidate conversation you …
Transcript 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 …
Should recruiters delegate the copywriting, or learn how to write better ads themselves? Read More »
Transcript Putting off people is tough and it’s probably even tougher than it was because there are more desperate people around that need another job. And if they’re unemployed and maybe their unemployment is linked to how many job applications they’ve made, that can also be a factor. The better the first half of your …
Transcript When I first came into recruitment, there was no internet. There was no email. Advertising was something that had to be planned in advance. Job ads went out in traditional media – magazines, trade publications, newspapers, that kind of thing. And you had to get copy and artwork in at least two or three …
What are the biggest changes you’ve seen in recruitment over the years? Read More »
Transcript I’ve never answered that question before so I’m kind of working this out as I’m going along on this one. I think – and I’m basing this a lot on my own experiences of using social media – is to write short blogs about aspects of the job that the recruiter does. It could …
How can recruiters promote themselves on social media? Read More »
Transcript There are a couple of layers to that. I’m not sure you’re heading in the right direction if you try and make something seem better than it is. However, pulling back from that, I think, basically, it’s a relationship between the job and the person. So a job is not going to sound appealing …
How do you make ‘boring’ jobs sound interesting? Read More »
Transcript I would never endorse the posting of a job that isn’t real, or that isn’t being recruited for as a phishing exercise, definitely not. Because that will just p*ss people off if they find out, and they probably will. My understanding is… is there any merit in putting out an ad that is just …
How do you attract candidates to join your database? Read More »