It’s no secret that no-one likes job boards. The search results aren’t accurate and the job ads are dull and all look the same. Worse still, many of them aren’t even clear what the job actually is.
So, how do you stand out and get the right people to apply?
* The art of writing text for advertisements and publicity materials.
Using it will help you to write job descriptions for the person you want to hire. To be clear and concise. Get to the point and tell them what they want to know. Help them to picture themselves in the role. And tell them what they need to do to make it happen.
While we normally think of copywriting as something for products and services, at the end of the day you’re selling your job to a person. The same person that’s buying soap, a music subscription or dinner.
So, to help you get more applications from the people you want, I’ve included some resources on how to write good copy, make sure it’s mobile friendly, and then apply it in your job ads.
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Often called the father of advertising, over his career David Ogilvy created some of the most successful ad campaigns of the 20th century. From the many insights he shared, this article picks 7 of his best for copywriting:
👉If you want to learn more from Ogilvy, check out:
This book is a step-by-step guide to writing copy that sells.
Full of insights, examples and guidelines, the author Robert W. Bly shares many of the same beliefs as Ogilvy. Such as writing for the customer is key. Because people don’t buy products or services. They buy what those products and services are going to do for them.
The book also goes into some of the psychology of why people buy. For example, often we buy based on emotion, then rationalise the purchase decision with logic. Therefore your copy should reach people on three levels: intellectual, emotional and personal.
Bly is also a strong proponent of a good headline and clear copy that is easy to understand. Of all the tips in the book, I’ve found the 11 for writing clear copy particularly helpful and keep going back to them:
For all their brilliant insights, Ogilvy and Bly’s tips are from a time before most ads were read on a mobile phone. But as this article highlights, not that much has changed. Good, clear copy is as effective on mobile as it was in direct mailers.
When writing your ad, follow these 4 tips to make sure it’s mobile ready:
Written by a copywriter who worked on job ads, this article shows how to apply copywriting to job descriptions and ads. In it, the author shares the seven step approach that helped him double his conversion rate of visitors to applicants in less than a year:
This podcast has an excellent example of how great copy helped a Marketing Director ad stand out on LinkedIn and get a large number of applications. In fact the person hired was one of the many people that responded directly to the ad.
What makes it great is the use of storytelling to draw the reader in. And how that story is then used as an anchor to help the reader imagine what it would be like to be in the role. Their responsibilities. The impact they’ll have on the team and the company’s customers.
It even covers all of the requirements, challenges and relevant details without being dull.
You’ll find it at 25:06 in the podcast (it ends at 31:10).
Like any craft, copywriting takes practice and time. So get started, be easy on yourself and try new things. Just make sure you keep track of the results so you know what works.
And remember: the purpose of the first sentence is to get people to read the second sentence. The purpose of the second sentence is to get people to read the third sentence… you get the point.
That’s all for now. If you want to talk more copywriting or getting more applications, I’d love to hear from you - you can get in touch here.