Every recruiter should learn copywriting.
Read that again. (jk)
This edition won’t make you a better copywriter, but I will try to highlight why it’s an important set of skills.
I say ‘set’ because it isn’t just about the message, it’s more so about the process that leads to the message.
You may already know about copywriting or have heard of it in the context of advertising and converting readers into sales.
What copywriting never is, in an ethical approach, is misleading, misrepresentative or inappropriately compelling.
My definition of recruitment copywriting is “a communication that prompts an action.”
Not quite Newtonian, yet relevant throughout recruitment.
What are the steps that lead to this communication, and therefore to the desired action?
a focus on the end user. You can only do this by knowing fundamentally who they are. In the case of recruitment: candidates, hiring managers, employers, and even recruiters if you provide them with a brief.
the voice of the customer. Each customer and type of customer will have different needs, different pains, different ways to heal their pain and a different language they will respond to.
relevance, readability and relatability. What you say, how you say it and why it matters differs depending on who your message is for.
a message to suit the purpose. A job description is not an advert. A DM is not an audio message. A candidate interview confirmation is not a hiring manager interview confirmation. What does the message serve?
a medium to suit the purpose. Copywriting isn’t just about the word. It has a function in video and other platforms. It also has a place in conversation, and in person – not as a pitch, more in the gathering of information that allows an appealing message.
the ability to attract, repel and drive action. It’s about bringing the right people forward, while helping people who are objectively unsuitable as a customer to make the right decision. Wouldn’t it be great if a greater number of better candidates and fewer unsuitable readers applied to your adverts?
what problem does your message solve?
These steps come from asking the right questions and gaining insight.
In recruiting for a vacancy, this starts with forming a clear and accurate job description, understanding what good is in a candidate, and being able to interpret these with meaning to your audience (something I’ve written about in previous newsletters – go check them out again).
For recruiters, it comes from how we take a brief and our consultation.
The same can be said for how to take a brief from (qualify) a candidate and represent them in a true and fair way. Starting with their needs creates better engagement, a better candidate experience, and a better result.
Indeed, you can apply copywriting frameworks to any issue you come across in recruitment to find improvement.
Example
Problem: candidates who didn’t give us what we hoped for at interview
Agitation: these candidates are rejected and we have to start from scratch, with six weeks lost
Solutions: qualify (take a brief from) candidates better, provide clearer documentation and better clarity on what to expect at interview - all things in your control
Both 1/ simple practical solutions you can work on right now and 2/ my LinkedIn post for tomorrow.
What steps in a recruitment process require good skills related to copywriting?
Your job advert
DMs and messaging
Qualification of candidates
How to engage on the phone and in person, by working to their needs
How you communicate each step of your recruitment process
How you manage offers and rejections
How you pre-board and onboard
And so on
Every part of your recruitment process can be enhanced through good copywriting, making it easier to recruit the people you want, and reducing your risk throughout.
Plus it’s an essential skill to write adverts that receive good applications, with fewer unsuitable applications – did I forget to say that?
Here ends a brief introduction to the what and the why of copywriting in recruitment.
This is what you might do now – learn more.
I recommend looking at
Mitch Sullivan’s “Copywriting for Recruiters” course
And
Phil Tyreman’s “Copywriting for Sales” book
Phil’s book isn’t about recruitment, but it covers the foundation and application of copywriting and can be applied to recruitment. It’s probably sold out.
The next newsletter is on how to promote your employment benefits.
Thanks for reading.
Regards,
Greg
p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services:
- recruitment of commercial, operational and technical leadership vacancies
- manage part or all of your recruitment on an individually designed basis (Cognate)
- recruitment coaching and mentoring
- recruitment strategy setting
- outplacement support
Just hit reply to check if my approach is right for you.