​Ineffective Recruitment - Part 4

Part 4 - The Job Copy

In the initial instalment of this series, we highlighted the significance of planning, emphasising the need for a pragmatic job profile and salary assessment, as well as the strategic selection of channels to reach potential candidates in a multi-channel digital world. While advertising or publicising, the opportunity is integral to the campaign, launching with ineffective job copy can undermine all the groundwork, particularly if your strategy relies heavily on advertising and social media posting.

So, how can poorly crafted job copy work against you?

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Firstly, it lacks appeal. We've encountered countless job ads that essentially mirror internal job descriptions. Indeed, they are comprehensive, but also dry, boring and lack excitement or engagement.

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Hot Tip: Visualise the ideal candidate and tailor your message accordingly. What would resonate with them? Craft a compelling proposition within the opening paragraph.

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Hot Tip: Highlight the distinctive aspects of your brand (while maintaining authenticity) and ensure your tone reflects your brand identity. Avoid sounding like a detached third party. Speak directly from the heart.

‘Everything but the kitchen sink approach’. Often, a company is clear about the core requirements of a role and where they are happy to flex and compromise, yet the job description released is inundated with an exhaustive list of skills, attributes, and experiences. This 'kitchen-sink' approach is a major turn-off for job seekers and reflects poorly on your brand. Realistically, you don't expect to find a candidate possessing all the listed qualifications, so don’t list them all. It's a surefire way to discourage potentially great candidates.

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Hot Tip: When crafting your job copy, ensure it accurately mirrors your expectations. Describe your ideal candidate while acknowledging areas where flexibility is possible. Clearly define the most essential experiences, skills, and attributes you're seeking.

The absence of salary information is another pitfall. Candidates often assume that no salary means a low salary, even if the reality is different. Now, we know often this is not the case and it’s more about parity with the internal team, nonetheless, the perception among candidates is quite different.

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Hot Tip: Ideally, provide a salary range or at least indicate that salary details will be disclosed upon application. Assure candidates that the role offers competitive compensation.

Additionally, incomplete information is a red flag in today's information-driven world. Discerning candidates hesitate to commit to an interview based solely on a job ad that lacks key details. In such cases, candidates often prefer the guidance of a trusted recruiter, as they seek comprehensive information to determine if pursuing the opportunity is worthwhile.

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Hot Tip: Ensure your job copy includes essential details such as salary, location, flexible working arrangements, key benefits, company culture, career advancement opportunities, team dynamics, job responsibilities, indicators of company stability or growth, performance metrics, parking availability, and transportation options.

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Remember, the purpose of job copy is to speak to the ONE, and hope it resonates with a few. Failure to do so may result in being inundated with mismatched applications and interviews with individuals who ultimately lack genuine interest in the role.

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Check back for Part 5 of our ‘Ineffective Recruitment’ series.

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For Parts 1, 2 and 3, click here.