Potential candidates look for new career opportunities and answers to their questions so that they can decide whether or not to respond. You want to seduce them into that reaction with an inspiring story (corporate story). Here you can read three key points with six practical tips to sharpen your recruitment texts.
1. Address your target group well
The biggest pitfall for companies: thinking from themselves and not from their target group. You notice this in the many uses of the words 'we', 'with us' and 'our company'. The company name then appears thirty times. Or even worse: the P&O employee with a HBO education writes a vacancy for a position at the LBO or MBO level and uses his own, higher language level.
- Focus website to your different target groups. For example, provide separate pages for students, starters and professionals. Adjust your language level and think about the questions that will affect your target group.
- You write for your target group, not for yourself and not only for Google. Make sure your texts are clear and complete for your target group. Only then does Google come around the corner.
2. Why your company?
This is the biggest question that you will have to answer in all sorts of ways. It is not so much the question why your company does what it does, but rather the question: why would a candidate choose your company? And not for your competitor?
- Be honest and authentic in your corporate story. Do not promise anything that will turn out differently in practice, otherwise you can quickly start looking again.
- Do not think in a 'target group' but in a 'needs group'. What are the needs of your desired candidate and how do you respond to them?
3. Make it personal
During the interview, a smart applicant asks to see the company, its future department and colleagues in action. Then you immediately see how it is in practice. The personal approach also works online. Show who you are and you'll have a good match sooner.
- Describe in a job opening what an average working day looks like. In this way you can immediately introduce the reader to your way of collaborating, communicating and having lunch.
- Let your employees speak, in quotes, interviews or blogs. They can fine-tune your story to your target group, because they themselves belong to that target group.
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