How to produce great recruitment adverts by tomorrow
Posted by Mitch on 26th November 2015
Nearly all recruiters seem to have a blind spot when it comes to producing job advertisements. Even recruiters with job titles like Global Talent Acquisition Manager.
Many of you in agency land claim to be able to find candidates that other people can’t – and by other people, I assume you mean other recruiters, hiring managers and HR.
But your job postings give you away. That’s because nearly all of these job postings consist of little more than “What we want” and “You must have” statements.
Those aren’t job advertisements, those are job announcements.
The difference between the two is that an announcement makes something known and an advertisement sells something.
Candidates who don’t need another job don’t respond to job announcements. Why would they?
Candidates who want a better job than the one they’re doing, do sometimes respond to job advertisements.
So, how do you produce job advertisements tomorrow that have a higher chance of landing candidates who don’t need another job?
You have to do 2 things.
1. Take a really detailed brief from the client.
2. Feed that detailed brief to a copywriter and have them write the ad for you.
I use a copywriter on nearly every single vacancy I work on and it’s some of the best value for money I get. If you’d like a list of good copywriters that I use, drop me a message and I’ll happily send it to you.
Alternatively, you can ask me about this copywriting course for recruiters. But we won’t be able to do anything by tomorrow. That will take a few months of learning and practice.
If you produce job adverts that sell, there’s more chance that other potential clients will see your ads and realise that you probably do know what to do to find ‘hard to find’ candidates. They’ll understand that if you can sell in writing, you can probably also sell in person.
Most hiring companies like recruiters who know how to attract and sell to candidates and if they see some evidence of it, are more liable to give you a call.
What I’m labouriously trying to say here is, well-written job ads are also a great way to market your business. They’re demonstrable evidence that you are good at what you do.
You will not stand out by saying that you’re different.
You will only stand out by showing that you’re different.