Personalisation

Imagine for one second it’s you applying for a job.

You see two adverts:

Remember, the number one goal is to get relevant people to click apply and send their CV to you.

But to get to that point there are a number of ascension points that you must first take the reader through.

A job advert is a piece of marketing – you are selling your business and the role to prospective candidates – so it’s really important that the first impression you give to your potential next hire is a positive one.

If you haven’t heard of the marketing acronym AIDA before (Attention – Interest – Desire– Action), then please take note of the following because it’s incredibly relevant to any job advert you post online:

Attention:
The jobseeker becomes aware of your job after finding it in a search on a job board

Interest:
Once the jobseeker has clicked on your job, the ad content piques their interest enough to carry on reading [which means that the opening couple of sentences are incredibly important, as the goal at this point is to get the reader to read on]

Desire:
The job and the benefits become really appealing to the reader, so much so that they take…

Action:
They click the apply button and send you their CV

All the way through your job advert, if you can get the reader to metaphorically ‘nod along’ thinking, “yeah, that’s me”, then you’ll get applications from the right kind of people.

To achieve this requires personalisation.

And what I mean by that is a personalised piece of content that specifically talks to your perfect hire.

But to achieve that you have to consider the following:

• Who is your target audience (or ideal hire)?

• What are their likes and interests?

• What language patterns do they use? Colloquial or formal?

• What’s really going to interest them? Cold hard money, perks and benefits, or softer benefits such as progression opportunities, training or flexible working?

Once you understand that – and you probably instinctively do anyway – you should then go about building a job advert that talks to your target person in language they understand, using content that will appeal, get them nodding along and ultimately get them to apply.

Sell the role and the company (without lying).

A regurgitated job description simply isn’t going to do that.

Yet a huge number of recruitment advertisers still make this basic mistake.

So if you don’t, you’re already ahead of a lot of the competition.