The Chemistry of Successful Job Advertising (and why it should be your

no.1 source of hire)

Holly Fawcett

Social Talent

@hollyfawcett

linkedin.com/in/hollyfawcett

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Active Candidates

Passive Candidates

536

59

Average Conversion

Rate:

1

Views Job Ad

Clicks “Apply”

Screen 1

Shortlist

PLACE

12

7

Source: Jobvite 2016

But… We

Know:

1. The vast majority of Shortlists require outbound-sourced candidates as inbound candidate applications do not meet the standard required

2. Sourced candidates will refer back to the job ad to decide whether or not to submit their CV for the job role

Add this book to your reading list

Story Motion

UnexpectedSimple

Credible

Concrete

E

1. Simplicity

Relentlessly Prioritise!

Google’s mission statement:

To organize the world’s information and make it universally accessible and useful.

1. Simplicity

1. Simplicity

1. Simplicity

Story Motion

UnexpectedSimple

Credible

Concrete

E

Surprise increases alertness & focuses attention …but it does not last!

Instead, we must use Interest and Curiosity

Violate expectations, be counterintuitive

2. Unexpectedness

MI5 seek a Head of Health and Safety We can’t show you the buildings. We can’t talk about the people you’ll work with. We can’t tell you much about the job. We can’t give you the exact locations. We can’t mention the kind of technology involved. Is it still a risk worth taking?

2. Unexpectedness

Story Motion

UnexpectedSimple

Credible

Concrete

E

How do we make our ideas clear?

We must explain our ideas in terms of human actions, in terms of sensory information.

Naturally sticky ideas are full of concrete images:

We are 62 people, 53 in Dublin, 9 in Poland and 2 lads (Vince and Walter) who live in Cork and refuse to move to Dublin. Our office is next door to the 3Arena, on the tram line, we have a cool Smeg fridge and our oldest plant’s name is Harry!

3. Concreteness

Story Motion

UnexpectedSimple

Credible

Concrete

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Sticky ideas have to carry their own credibility!

You will work in an innovative, high paced environment with lots of opportunity to progress.

“I started here 4 years ago and have had 5 different jobs in 3 functions. I work with amazing people who inspire me to be the best I can be. Come join us, it’s awesome!”

- Kate, Accounting Team.

Credible ideas make people believe!

4. Credibility

4. Credibility

Story Motion

UnexpectedSimple

Credible

Concrete

E

How do we get people to care? Make them feel something!

We are wired to feel things about people, not abstractions.

An emotional idea makes people care!

5. Emotions

5. Emotions

Story Motion

UnexpectedSimple

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Credible ideas make people believe. An emotional idea makes people care. The right stories make people act!

Stories act as a mental “flight simulator”.

6. Stories

A few months ago we created this website to recruit a copywriter. 30 CVs later, we found Laura, a brilliant writer who slotted beautifully into our team.

Frustratingly, a month after joining us, Laura is leaving to work for President Obama. Seriously. We couldn’t make this up. Whilst being very excited for her, we also find ourselves in a predicament. We need to replace Laura immediately.

Can we find a brilliant new copywriter? Yes we can.

Poke London currently have an opening for a Copywriter.

6. Stories

Customer Service Advisor (Inbound) - Milton Keynes

Imagine you were in debt, and had to call a helpline to get advice. The person who answers your call is kind, shows empathy to your situation, and gives you some excellent advice just for starters, before setting up an appointment to meet with a debt advisor. The call you made makes you feel so much better, and you're confident that the advice you'll get when you have your meeting will help you on the way to be debt free. You’ll sleep tonight for the first night in weeks.

Now, imagine you're the person answering that call. Are you the great customer service advisor we're looking for?

6. Stories

Uri Hasson, TED 2016

Uri Hasson, TED 2016

Uri Hasson, TED 2016

Uri Hasson, TED 2016

For an idea to stick, it has to make the audience:

1. Pay Attention 2. Understand & Remember it 3. Agree/ Believe 4. Care 5. Be able to Act on it

1. Unexpected 2. Concrete 3. Credible 4. Emotional 5. Story

1. Unexpected 2. Concrete 3. Credible 4. Emotional 5. Story

Hone your message and make it as compact as possible

SimpleSUCCESs

The Chemistry of Successful Job Advertising

(and why it should be your no.1 source of hire)

These slides: bit.ly/jobadchemistry