In-house Recruitment Expo Feb 2016 Made to Stick Writing Better Job Ads

1. #socialtalent
How To: Write Killer Job Ads (6 Principles)
bit.ly/killerrecads

2. Johnny Campbell
Founder & CEO, Social Talent
@socialtalent
linkedin.com/in/johnnycampbell

3. LEARN RECRUIT PERFORM| |

5. Source: Google Trends (google.com/trends)
Do people still search for jobs?

13. Candidate Applications
Invited to Interview
2nd Interview
Offer
Inbound Recruitment Funnel
Career Website Visitors
Clicks on “Apply” button
500
50
Average
Conversion
Rate:
1

14. What prevents the other 89% of people from applying?
Average Click-Through-Rate of Ads: <11%
• Not ready to apply, don’t have a CV/Resume ready
• Ad is too vague
• Dont think I would be considered
• Can’t see what I would get out of this
• I don’t know much about the company
• I want to apply discretely
• Ad is not interesting!!!
Candidate Engagement

18. Area Sales Manager – Midlands £30k-£35k + Bonus + Company Car
Are you a great salesperson? Are you interested in the industrial industry? Do you want a great
Career?
If yes to all of the above this could be the opportunity you have been waiting for.
My client is a global market leader and has been established for over 50 years, due to ongoing
growth and Harry retiring from this role, a role that he has been in for over 20 years, it has presented
the opportunity for another legend to take over.
You would be working within a team of 10 other Area Managers that cover all of the UK. You would
be working specifically within the Midlands area and part of your role would include retaining and
developing new and existing business within this area. As part of your role you would receive
ongoing training and also the chance to progress within this highly successful company.
A proven track record of your brilliance is essential, and you should also be able to demonstrate that
you are capable of managing various accounts. If you have experience in the industrial/automotive
industry or similar, this would also be an advantage.
This role is now active so please submit your CV’s consideration.
julie@graffitirecruitment.co.uk

19. The Language of Great Job Ads, Backed By Science
First extensive scientific research into job ad
language and its impact on Application Rates
and Application Quality

20. The Language of Great Job Ads, Backed By Science
What they discovered:
Supportive:
What you’ll need to do in the role and how we’ll help you
do it
Demanding:
What skills and experience you need to have in order to
be able to do it
University of Saskatchewn, University of Calgary,
University of Vermont, March, 2014

21. The Language of Great Job Ads, Backed By Science
What they discovered:
Supportive Demanding
Supportive
Job ads received 3 times the applicants and higher
application quality than demanding ads
Demanding
Received poorer application rates, and poorer quality
applications - candidates were less discerning and
lower quality
University of Saskatchewn, University of Calgary,
University of Vermont, March, 2014

22. The Language of Great Job Ads, Backed By Science
Demanding/ Company Centric Ads:
Job ads written where the company’s Demands of the
candidate need to match the Abilities of the candidate
Typical phrases used:
“The successful applicant will have excellent
written and verbal communications skills and
be a motivated, self-starter who is able to
complete tasks in a timely manner”

23. The Language of Great Job Ads, Backed By Science
Supportive/ Candidate Centric Ads:
Job ads written where the Needs of the company are
matched with what the company can Supply for the
candidate
Typical phrases used:
“As a core member of the Project Management
team, you will be expected to work autonomously
and deliver on project phases on time and on
budget. We will help you achieve your goals by
continuous professional development, and
regular career progression sessions”

24. The Language of Great Job Ads, Backed By Science
Supportive/ Candidate Centric Ads:
Job ads written where the Needs of the company are
matched with what the company can Supply for the
candidate
Typical phrases used:
You
Your
Yours

25. you
You
You
you
You
You
you
you
you

26. Made to Stick: 6 Principles of Sticky Ideas

27. 1. Simplicity
Relentlessly Prioritise!!
Google’s mission is to organize the world’s information
and make it universally accessible and useful.

28. 1. Simplicity
Relentlessly Prioritise!!
Google’s mission is to organize the world’s information
and make it universally accessible and useful.

29. 2. Unexpectedness
Surprise increases alertness & focuses attention
…but it does not last!
Instead, we must use Interest & Curiosity
Violate expectations, be counterintuitive
MI5 seek a Head of Health and Safety
We can’t show you the buildings.
We can’t talk about the people you’ll work with.
We can’t tell you much about the job.
We can’t give you the exact locations.
We can’t mention the kind of technology involved.
Is it still a risk worth taking?

30. 3. Concreteness
How do we make our ideas clear?
We must explain our ideas in terms of human actions, in
terms of sensory information.
Naturally sticky ideas are full of concrete images:
We are 45 people, 36 in Dublin, 7 in Poland and 2
lads (Vince and Walter) who live in Cork and refuse
to move to Dublin. Our office is next door to a cool
university, on the tram line, we have a cool Smeg
fridge and our oldest plant’s name is Harry!

31. 4. Credibility
You will work in an innovative, high
paced environment with lots of
opportunity to progress.
“I started here 4 years ago and have
had 5 different jobs in 3 functions. I
work with amazing people who
inspire me to be the best I can be.
Come join us, it’s awesome!”
- Kate, Accounting Team.

32. 4. Credibility

33. 4. Credibility
Credible ideas make people believe!

34. 5. Emotions
How do we get people to care?
Make them feel something!
We are wired to feel things about people,
not abstractions.
You will report to the CEO as part of a management
team of 3 people

35. 5. Emotions

36. 5. Emotions
An emotional idea makes people care!

37. 6. Stories
Credible ideas make people believe.
An emotional idea makes people care.
The right stories make people act!
Stories act as a mental “flight simulator”.

38. 6. Stories
A few months ago we created this website to recruit a
copywriter. 30 CVs later, we found Laura, a brilliant
writer who slotted beautifully into our team.
Frustratingly, a month after joining us, Laura is leaving
to work for President Obama. Seriously. We couldn’t
make this up. Whilst being very excited for her, we also
find ourselves in a predicament. We need to replace
Laura immediately.
Can we find a brilliant new copywriter? Yes we can.
Poke London currently have an opening for a
Copywriter.

39. For an idea to stick, it has to make the audience:
1. Pay Attention
2. Understand & Remember it
3. Agree/ Believe
4. Care
5. Be able to Act on it
1. Unexpected
2. Concrete
3. Credible
4. Emotional
5. Story
1. Unexpected
2. Concrete
3. Credible
4. Emotional
5. Story
Hone your message and make it as compact
as possible
Simple

40. Your Job Ad Checklist:
I have run my ad copy through Wordle.net for Keyword Density
I have framed my ad in the context of my candidate
The job ad reflects the higher purpose of the job role
I have included images and/or videos in my ad
My ad has important keywords in Bold
I have included headings with quick paragraphs
I have added a way for candidates to contact me directly
There is a strong Call To Action to apply
✔
✔
✔
✔
✔
✔
✔
✔
SUCCESs✔

41. Candidate Applications
Invited to Interview
2nd Interview
Offer
Inbound Recruitment Funnel
Career Website Visitors
Clicks on “Apply” button
500
50
Average
Conversion
Rate:
1
40
4
180
225
750
36
9

42. @socialtalent
socialtalent.co
LEARN RECRUIT PERFORM| |