Effective Copywriting


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The perfect quick guide on how to write perfect job copy whether hard or soft, journals or web based

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Effective Copywriting

  1. 1. effective copywriting
  2. 2. effective copywriting part one: What makes good recruitment communication part two: The writing
  3. 3. effective copywriting What’s the purpose of a recruitment advertisement?
  4. 4. effective copywriting
  5. 5. effective copywriting What you say depends on who you’re talking to. Effective recruitment copywriting isn’t about how well you write. It’s about how well you think.
  6. 6. effective copywriting SECRETARY A vacancy for a Secretary now exists in the School of Sciences. We are looking to appoint someone who is familiar with the use of Microsoft Office and can demonstrate an aptitude for office/secretarial work. Working within the School of Sciences you will need to show an ability to organise your time effectively and relate to both teaching and non-teaching staff alike. You will be required to type, file and answer telephone enquiries as well as maintain records and other general secretarial duties. The postholder will work in Newton Building as part of the School office support to the Computer Science and Mathematics areas of the School. If you feel you can help in this demanding position then a job description and an application form are available from…
  7. 7. effective copywriting SECRETARY Well, they say variety is the spice of life – and you’ll certainly enjoy plenty of that in this key role within our School of Sciences. Carrying out a wide range of duties to keep this busy department running smoothly, you’ll need to be extremely well organised and able to manage your own time well. As you’ll be liaising with a wide range of people, strong communication skills are important too. Proven secretarial and administrative skills are a must, along with a good working knowledge of MS Office software and the ability to work well as part of a team. If you’d like to know more, just call us for…
  8. 8. effective copywriting Every organisation has a personality Every job is unique Every advertisement tells a story Are all jobs the same?
  9. 9. effective copywriting What is different about the role? Why should someone apply? What’s in it for them? The proposition
  10. 10. effective copywriting
  11. 11. effective copywriting
  12. 12. effective copywriting Exercise – grabbing people’s attention Transport Planner Needs sound experience. Work closely with clients. Build relationships and develop a consultancy service. Needs someone who can work on their own initiative. They’ll be left to get on with it. Pretty much their own boss really.
  13. 13. effective copywriting Transport Planner With sound experience as a Transport Planner, you’re looking for more freedom, autonomy and responsibility. So grasp this unique opportunity to work closely with clients as you build a consultancy service around your own talent and ambition.
  14. 14. effective copywriting Faithfull have a vacancy for a person Banana Ripening Manager Assistant Phlebotomist Blouse Examiner
  15. 15. effective copywriting BANANA RIPENING MANAGER Supervising a team, you will monitor our fruit storage warehouse to ensure that only the ripe products are released for sale within supermarkets.
  16. 16. effective copywriting BLOUSE EXAMINER You’ll monitor the work of a team of machinists, ensuring the highest quality standards are achieved at all stages of production.
  17. 17. effective copywriting ASSISTANT PHLEBOTOMIST A key member of this busy department, you’ll carry out a wide range of duties to ensure that blood samples are processed efficiently. This will include transporting samples to various departments and maintaining an accurate storage system. So you will need to be well organised, though no experience is necessary.
  18. 18. effective copywriting WOULD YOU LIKE TO HELP IN OUR HOSPITALS? You won’t need experience, but you must be well organised and reliable. Because as an Assistant Phlebotomist, you’ll be responsible for delivering blood samples to various departments and ensuring they’re stored correctly.
  19. 19. effective copywriting Exercise – Minutes Clerk Shorthand. Big heart. The toughest shorthand test you’ll ever face -&”% $!$$^^”*** //…>>. <<<,,;; ‘@@----
  20. 20. effective copywriting The writing
  21. 21. effective copywriting But before you start… PREPARE
  22. 22. effective copywriting Job Title Organisation/Department/Team The job itself The person The benefits Proposition Response
  23. 23. effective copywriting TRANSPORT PLANNER For an experienced Transport Planner, this is a unique opportunity to build your own client portfolio and revenue stream. Joining a leading transport planning consultancy, your day-to-day challenges will include managing projects and developing access strategies. A strong track record of transport planning at senior level is essential, along with the proven ability to manage client relationships. In return, you can look forward to excellent benefits and the scope to progress your career. To apply, please email your CV to…
  24. 24. effective copywriting
  25. 25. effective copywriting Getting over the barrier Get the first draft down quickly. The first draft doesn’t have to be right. It just has to be there. Steal stuff. Read it out aloud – to someone else if possible.
  26. 26. effective copywriting Discrimination Direct discrimination Indirect discrimination Ten years’ experience? Young and dynamic team? GCSEs? Using pictures
  27. 27. effective copywriting Keyword Optimisation What will people search for? Use the job title early in the copy. And again later. Think about alternative searches. (Project Engineer… Project Engineering.) Don’t spam!
  28. 28. effective copywriting Keyword Optimisation 2 For an ambitious Project Engineer, this role offers an outstanding opportunity to…   You’re an experienced Project Engineer who’s looking for more. So take on this challenge…   Are you the talented Project Engineer who could take on this unique role?
  29. 29. effective copywriting Keyword Optimisation 3 Your sound experience as a Project Engineer will have given you the ability to… You’ll take responsibility for all aspects of Project Engineering including…   So if you’re looking for a bigger role in Project Engineering…
  30. 30. effective copywriting The “you’ll” problem In this role you’ll manage new research projects and lead teams. You’ll also oversee the department’s future strategy. You’ll need proven experience in a similar role and good communication skills. You’ll also have the ability to control budgets. In return, you’ll enjoy an excellent rewards package. As well as managing new research projects and leading teams, you’ll oversee the department’s future strategy. Proven experience in a similar role is essential, along with good communication skills. You must also have the ability to control budgets. In return, you can look forward to an excellent rewards package .
  31. 31. effective copywriting Authenticity If you have strong communication skills and a helpful personality, we’d love to meet you. Particularly if you’d like to work in an open and friendly environment where people help each other to do a great job. If you’re a strong communicator with a lively personality that keeps buzzing every single minute of the day, we can’t wait to meet you. We love what we do and we have loads of fun and laughs. It’s more like a party than work!
  32. 32. effective copywriting Getting it to flow Your role will include overseeing the project team, monitoring progress, managing quality standards, maintaining records and liaising extensively with the client. So excellent communication skills are essential, with the ability to build strong working relationships at all levels. You should also bring an in-depth knowledge of PRINCE 2 project management methodology.
  33. 33. effective copywriting Exercise – Geotechnical Engineer
  34. 34. effective copywriting Exercise – advertise your job!
  35. 35. effective copywriting Any questions?