How language influences results in recruitment and job advertising
Here are two ads for a Production Manager.
The original job description
“Private, fast-growing engineering company manufacturing high-tech quality machinery for worldwide export has immediate opening for decision maker to manage production division.
Production to double within the next year necessitates efficient coordination of rapidly expanding department.
Right candidate must have minimum 10 years related experience. emphasis on organization, planning, and purchasing. Candidates must have excellent people-management and leadership skills.”
The revamped job advert
“Immediate opening for a proactive Plant Manager who will grow with this engineering company, which manufactures high-tech quality machinery for worldwide export.
The right candidate will manage the production division, solving technical, people, and government-compliance issues by following procedures and developing new ones when necessary. You will set standards and ensure they are consistently met, even under the pressure of ambitious delivery targets. you are highly experienced and skilled in project and people management and purchasing and can prove it.
The first step is to call now for all the information you need.”
The results
Before:
300 applicants, of which only 1 was ‘good’.
After:
100 applicants, of which 8 were ‘good’.
(Edited from ‘Words that Change Minds’ (WTCM) by Shelle Rose Charvet)
What does this mean for your recruitment advertising?
Shelle hasn’t followed all our guidelines, but has used the LAB(r) profile. It stands for Language And Behaviour which comprises 14 patterns for mastering the language of influence.
After analysing the job description and discussions with the Board, the most important patterns she used in the ‘after’ ad include:
- Mainly Away from
- Internal
- Mainly Procedures
OK, so that’s jargon which is all explained in the book.
What it means is that the ideal candidate is motivated more to solve problems rather than to move towards goals. They don’t need much support or direction because they know for themselves when they’ve done a good job. And they like following set processes rather than having lots of choices and options.
Can you spot how she’s used those insights in the second ad?
They’re subtle, but you can learn how to use them when writing your own recruitment and job ads, and our recruitment copywriting training courses are the ideal place to gain that knowledge.
Make your job ads do more. You can thank us later.
When Jackie isn’t running recruiter copywriter training courses, you can find her on LinkedIn
