Recruitment copywriting – Glassdoor complaints
Glassdoor have been in the press recently for all the wrong reasons – in case you didn’t know, a “glitch” in their system attached names to quite a few anonymous complaints, leaving the real people behind them more than a little pissed off.
It reminded me of this tip I posted on LinkedIn a while ago, and whereas Glassdoor’s tactics over the name glitch are a little dubious, this tip for your recruitment copywriting still stands.
If you’re struggling to decide what key benefit you’re going to use when writing a job advert, then…
Find out what job seekers are complaining about
Go to Glassdoor and type the job title into the job search box at the top of the page and then click ‘search’.
Then click on a company in the column on the left hand side. On the right you’ll see the job advert with a list of other links running across the top of the ad.
Click on ‘reviews’ and read all of the ‘cons’ sections. Repeat this with several different companies. What you’re looking for are things that people who have done that job for these companies regularly complain about.
Write about how the company you’re hiring for deals with these negatives.
For example, if you regularly see people complain about a lack of personal development and your company (or client) has a great training or onboarding programme, use that as the benefit to lead with in your job ad.
This advert writing tip didn’t even make it into our copywriting training courses. Imagine what did.
