Why does it matter?

Recruitment writing, pt 3

This edition of YMMV is about helping your messaging convert more – by showing readers why it matters. The benefits.

What is a benefit?

In sales, it’s something that solves a problem, enhances someone’s life or satisfies a desire.

Benefits in recruitment relate to why someone might consider a new role.

Not to be confused with Employment Benefits.

When changing jobs, there are few reasons that someone will do so voluntarily.

More money is #1, in any UK research on candidate trends you may read.

The subsequent ones are a mixed order of leaving a bad job (with all the reasons that may entail), a better work-life balance, career development, lack of recognition / unfulfilling role, commute, job security, a change in circumstance, wanting to change career, a different culture, boredom, safety concerns, better benefits.

Then there are the forced reasons, such as redundancy, company closure, end of contract, and dismissal (fair or otherwise).

Active job seekers will typically be galvanised by their position in Region Beta Paradox. Things are bad enough that they’ll seek change, whatever that may look like.

Their default is often ‘yes’.

Passive candidates may be open to being contacted, may not be aware that they suffer from a problem that can be solved by a new role, and may incorrectly think they will be happiest in their current job.

Their default is often ‘no’.

It’s a bit more nuanced than that, but let’s keep it simple.

Show the right benefits for Passive candidates, and these will also appeal to Active job seekers.

By showing them the warts and all of your vacancy, you provide information that allows a good decision. The features.

By showing them the benefits of these features, you encourage them to enquire further. Perhaps not an application, but an initial message or conversation is a great start.

How do you find benefits?

By asking ‘why does it matter?’

There are actually two components to this question.

The first is ‘does it matter?’

There’s no point stating features if it doesn’t matter to your audience, even if something you’re proud of.

If you’ve established the personae of your ideal candidates, you should have a feel for whether or not your statements matter.

So What helps with this.

The second is ‘why’ and 5 Why can help here.

To answer why, we should look at that list at the top again.

Who are these people, and what is their situation?

The more urgent the activity, the more basic the criteria that need be met to encourage an application.

Such as Job Title, Compensation & Benefits, Location, Working Arrangements.

On a job board, these are separate fields from the job advert. In an advert elsewhere, these will likely be the first points looked for.

You could avoid generic adverts and ChatGPT and only list these points, and I wouldn’t be surprised if your results were similar to hastily cobbled-together copypasta.

For people who are more sceptical of adverts and discerning of any potential move, expect them to find copypasta wholly unappealing.

This is a simple reason why there exists a perception that only active job seekers apply to badverts.

Try showing benefits instead, and you may well appeal to someone that had never considered a move.

My favourite bit of feedback on an advert was “my wife showed me this and told me I should contact you”.

It’s the only job he applied for in four years and was an ‘exclusive’ candidate.

He didn’t get the job… sorry to ruin what might have been a great story.

So. Why does it matter?

It’s a highly contextual question and one you can only find a relevant answer for if you’ve shown the truth of your vacancy and know who it will appeal to.

If someone wants more flexibility after being forced back into the office - can your employment help?

If someone wants more money, they’ll want salary listed on the job descr… advert.

If someone wants to enrol on the CIPD and this is something you fund for your HR practitioners, that’s a good benefit.

If someone wants a better culture, one which is a good fit for yours, describing it relevantly is an implicit benefit.

Career development… you could say this role is open due to promotion, and you’re looking for someone who wants a step up in their career. If it’s true.

Conversely, if you have a role that is required to set the strategy, drive change and improve culture, the benefits might be increased autonomy, professional growth, positive impact and recognition.

Why does your statement matter to your reader?

You should also expect readers to be selfish time hoarders.

If your advert doesn’t grab their attention with why it matters to them, why should they read past paragraph two… or line one?

Grab your readers’ attention with the most important benefit at the top and encourage them to read on.

What’s the best thing about working for you in this vacancy?

Particularly salient when job boards show preview text, where the disinterested may not even click through.

Fed up with being forced back into the office, and want more control over your time in how you get the job done?

Looking for a company that will fund your CIPD and your membership?

Is your next leadership role one with increased autonomy, growth, recognition and a positive impact?

That sort of thing, but less dry, innit.

Get your benefits right and you’ll attract more, better candidates. Sound good?

The next newsletter is on answering the questions your reader will have, before they ask them.

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:

- commercial, operational and technical leadership recruitment (available for no more than three vacancies)

- manage part or all of your recruitment on an individually designed basis for one client

- recruitment coaching and mentoring

- recruitment strategy setting

- outplacement support

Just hit reply to check if my approach is right for you.