Targeted Recruitment Advertising

The Objective:

To create recruitment advertising which is specifically designed to attract and appeal to potential candidates who think and behave in the same way as the requirements needed for the targeted position.

The Challenge:

How often are recruitment adverts written in bland, generic language that say very little about the real psyche of the person they are trying to attract, but a lot about the competencies needed, the wonderful work environment and other generalised platitudes? The result being an overabundance of poorly matched candidates who use up valuable company time and resources during the pre-employment culling process. It need not be like this.

The Solution:

With what is now known about the human psyche and the science of motivational ‘mapping,’ it is actually possible to expertly craft a recruitment advert that is uniquely designed to attract and appeal only to those potential candidates who think in the same way as the organisation’s best performers in a particular role or function. This can be likened to ‘tap dancing’ on the neurology of potential candidates who are a closer ‘fit’ for the role on offer, through hidden language that appeals to their unconscious triggers. The key is to ‘wrap’ the content of the position being advertised (i.e. the conscious employment information), with contextual language that speaks directly to the innate motivational preferences of the recipient (i.e. the unconscious triggers or markers). This language design and adaptation can also be extended to the type of questions that should be asked of final stage applicants, for more tailored role matching and selection.

The Benefits of Targeted Advertising:

  • The chances of attracting more appropriate candidates during the early stages of the recruitment process are greatly increased
  • The ‘wrong’ applicants for any given position are more likely to unconsciously de-select themselves early on in the process because the advert doesn’t ‘feel right’ to them (at the unconscious level)
  • The ability to hire for motivational ‘fit’ as well as for competence and capability (‘will and skill’)
  • An increase in the available ‘pool’ of more appropriate candidates from the outset due to self-selection

For Example:

If a position to be filled is highly procedural, detail oriented and focused on daily problem solving… it would be unwise to use words that are ambiguous with generalised goals and possibilities, written within an advert that is ‘light’ on information. The candidate most suited to the role would be one who would want to read as much detail in the advert as possible, with a clear indication of what the expectations and boundaries of the position were, and they would then be more comfortable if there was a clearly defined procedure to follow as part of their employment application. Some other examples:– High Focus on People needed – include a picture of happy, up-beat looking people. Big Picture thinker needed – use less detail and more global descriptions. Rule enforcer for safety needed – mention a correct procedure for responding to the advert which must be followed. High visual acuity needed – make the advert visually appealing through creative graphic design. Working to deadlines needed – set a tight deadline for the application.