Crossed wires 🩻 EBH

Real-world example: let's break down a recruitment marketing ad to make it way better

I came across a pretty typical recruitment marketing ad and I wanted to break it down to show how this ad is literally fighting with itself and undercutting its ability to attract the right kind of people to this job.

The ad in question:

The message that came with this ad was, “searching for a Sr. HRM (on-site) for our omni-channel, three building DC. Up to 900 employees and growing! Come join the fun!!”

So obviously, I’m going to ding them on a useless headline. “We’re Hiring!” (with the exclamation mark to suggest excitement or maybe a little shouting) is built around the idea that people in the area have been waiting with bated breath for this requisition to land. “Finally! They’re hiring! Out of my way!” This headline doesn’t attract someone with in-demand skills and experience. It attracts people waiting for a new job. Any job.

Next, no surprise, but every instance of the job title uses “Sr.” instead of senior. Nothing says, “HR wrote this” like not using terms that humans use. No one searches “Sr. Manager.” They search for Senior Manager. Here’s the proof.

According to the ad, this is an exciting time for the company as they open their third building. They are assuming I will equate buildings as growth for the company which suggests growth for my career. A tenuous connection, but I see it. I think of it as a missed opportunity to connect company growth to professional growth or career growth.

Then we hit the nuts and bolts of the job.

First, does anyone else think “drive” is a strange (or telling) word choice? If I’m trying to develop and cultivate an employee-oriented, inclusive, and engaging culture, can I drive it? It’s giving hints that what I think the term “employee-oriented” means and what they think it means are different. How do you create an engaging culture? Is there a kit?

Clearly, this ad is giving hits that this is a “top-down" culture,” a place where rules are built from on high and those below are expected to follow them.

That’s not a problem, though. I have zero issues with a top-down culture (other than not wanting to work there, but that’s a personal choice). I have problems with how unclear they are being. I know plenty of HR folks who thrive in these sorts of places, making it a potential dream job for someone. But rather than underlying who they are and what they are all about, they end up soft-playing these messages, missing an opportunity to be clear about what they’re offering a new hire.

Because none of this ad is about the hire. All I see is the company saying, “I want” and “You will have,” dictating terms of surrender, not attracting great talent.

But then, like an M. Night Shyamalan twist, comes the message/caption from the recruiter.

Come join the fun!!

Has any part of this ad stated or even suggested, “fun”? At all? The most “fun” thing I see is the use of a rounded font, one that I suspect was determined by corporate/brand as indicating, “fun*.”

*No legal obligation is made by this font to offer fun. Side effects include ennui and bitterness at once’s life choices. Do not take if allergic to fun. Terms and conditions may apply.

So what is this job, exactly? It head-nods toward a slightly draconian management structure but includes an unsubstantiated claim of fun? On the outside (to which ads like these are targeted), I can’t make heads or tails of what this job is like, why I’d want to apply, or what I might expect, but that’s on purpose. It is an ad that appeals to people who want to mandate culture and people who like to create inclusive working environments. It’s like an ad designed to appeal to vegans and cattle ranchers.

This is why I harp incessantly about focus. What are you about? Claim it and prove it. Then stop.

Don’t muddy the waters with claims you think will “attract people.” Talk about what you offer to the person who will value it. Ignore everyone else.

This is an ad designed to generate applications. Not candidates.

And it only takes a few minor adjustments to make it crystal clear and compelling to the right audience.

If you were building a more compelling “classical top-down HR approach” ad, focus on the scope and scale. “In this role, you’ll be supporting two functions spanning more than 700 employees, using your skills and expertise to maximize performance and value. A challenging role like this should attract people who are driven to solve problems systemically within large organizations because they love seeing the impact they make every single day.”

The recruiter line might be something that supports this idea: “This isn’t a newbie role. Honestly, it isn’t even a role for most experienced HR practitioners. It’s a role for someone who perhaps feels a little frustrated at their current job because they feel sidelined or undervalued. The kind of people who wake up early because they thought of a new idea in their sleep and can’t wait to test it out before lunch. Are you that kind of HR Pro?”

It’s true that I would not apply for this job. And maybe you wouldn’t either. But you’re not looking for applications. You’re looking for people who who are not only a great fit for the role but are actually excited about this kind of culture and structure.

That’s the power of leveraging your employer brand properly.

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That’s right! Prepare yourself for the greatest crossover event in talent acquisition history!

Mike “Batman” Cohen (sourcing superhero) and I (employer brand nerd boy) are set to have a wild conversation about how these two disparate disciplines can help each other out.

Interested? You should be! Register here for free!

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