Who is your recruiting messaging for? 🧜🦸🧚 EBH
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Take a look at your EVP. Or your employer brand. Or your career site. Or your social posts. Or even your job postings.
Got em’? Okay.
If you had to say, what % of that brand/site/post is about you, and what % is about your audience?
Things like “If you are talented, driven, creative, and eager to join a dynamic, globally-connected team, then we want to talk!“ don’t count as talking about your audience. Nor does, “If you are an experienced professional in the financial services industry, with an eye for detail and a passion for compliance, then we want to hear from you!” or “You’ll serve as a strategic leader to build a best-in-class technical team.” That’s using them to say who you are, what you value. (*All three of those examples are from real jobs at the first three companies I searched.)
I mean, if I were to read your brand or brand content, would I understand who specifically you’re trying to reach? Or more accurately who you’re trying to serve?
Our messaging feels rough 90% about us and 10% about the candidates. No wonder we don’t attract great people: we’re only talking about ourselves.
Why not post, “We’re a company that rewards teamwork and collaboration. We are built from the ground up to take an individual’s talent and increase its impact by connecting it to the talent of others. We’re the place for people who can manage their own egos because they see how sharing ideas leads to exceptionally better outcomes all around.”
Or, “Our people find satisfaction in going the extra mile. They are willing to make one more sales call, resolve one more ticket, or write one more line of code before the day is done. We like feeling like we’ve ‘left it all on the field’ so we can come in the next morning ready to accomplish great things. We are fans of self-discipline, not just in service of the reward, but because this is how our best work gets done.”
The more we share who we care about, the more those people show up. We stop sharing vague outlines of the job and create a laser focus on the kind of person who will love working here. One generates applications, the other creates amazing hires.
🧮 Recruiter.com perpetuates the myth that the “value” of recruiting is in how quickly and cheaply we can hire instead of the quality of the talent we bring in. This is why businesses see talent acquisition as a cost center to minimize. This is NOT good. »
🧮 A brand storyteller’s guide to content creation »
🧮 Can we be honest with each other? We all know what candidates and employees want. It’s now ping-pong tables and more exciting all-hands meetings. They want challenging work, legit good bosses, and to be rewarded for their work. So why isn’t that what we offer them when we engage them? »
🧮 What happens when social media stops yielding talent? »
🧮 12 email marketing trends you need to know about. (And while we’re here, I’m always stunned to see sourcers and recruiters are not binge-listening to email marketing podcasts to help increase their conversion rate.) »
🧮 How is it that the headline “4 Strategies to Cultivate an Authentic Corporate Purpose” can have so few words, but so many incorrectly used words? »
🧮 What does it mean to have an employer brand? »
🧮 The best way to come up with a great solution is to re-think the problem. »
If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions. - Einstein
🧮 Your talent strategy needs to get out of your head and into everyone else’s. But what’s the best way to communicate that strategy? »
🧮 Just some evidence that an internal comms team changes people’s perception of leadership and the company. (You do want to change people’s perception of the company, right?) »
🏛️ All 2,200+ articles from this newsletter are in a searchable archive. Go get ‘em!
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You might have noticed some changes to the design (good eyes!) and even that the content is slightly different.
That’s by design. Over the next few weeks, I am very intentionally going to be expanding the scope of what this newsletter is trying to do. Rather than be 100% All EB All The Time, I’m connecting the power of employer brand to the larger talent acquisition and corporate space. I’m trying to reach all the talent and marketing pros everywhere who know that hiring and branding can be better, the change agents in companies everywhere who want to reinvent hiring to be better for everyone.
So if you know a change agent who is ready to recruit and hire better, let them know about this newsletter. Thanks!
***This Newsletter Contains No ChatGPT***
-James Ellis [LinkedIn] [Website]
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