Here’s a story about the difference between a generic job advert, and a successful job advert.
A well-respected recruitment agency had many job adverts running.
Their adverts are the typical style that seems to have caught on, you know, the Job Description with "My client is a <Insert_Generic_Description>", add a sprinkling of adjectives, plus change some words to hide the identity of their client.
Very little in the advert actually talks to the reader about why this job is worth taking a risk for.
'Candidate A', (let's call them Bob), saw one of their adverts.
After 7 years, things are getting a bit stale in his current job, so Bob is looking for a change.
Bob didn’t apply. He has a stable job where he is respected and secure, and what he read didn't inspire him.
Fast forward 3 weeks.
The same hiring company engaged my services to help make this hire.
After a detailed briefing on-site, I crafted a bespoke & engaging advert, plus other marketing & briefing material.
Bob saw my advert & called me up from his desk
- he was genuinely excited about the job advert he had just read as it described an opportunity that fixed most of the problems with his current job.
We discover that this opportunity matches his ambitions & he’s a suitable candidate.
I sent Bob the original job description & the employer briefing material that I'd created.
Bob called back to tell me he "saw this job advertised 3 weeks ago", he recognised the job description.
He didn’t apply because that advert made the job sound “dull and no better than my current job”.
We agree that I'll send his CV.
.
.
.
.
Guess who got the job offer.
This client missed out on hiring this candidate the first time around because the recruiter posted an uninspiring job advert which he didn't bother applying to.
How many good people have you missed out on due to poor quality adverts and messaging?
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