Online recruitment content: sharp texts to seduce your candidates
Potential candidates look for new career opportunities and get answers to their questions so they can decide whether or not to apply. You want to tempt them to 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 audience well
The biggest pitfall for companies: thinking from themselves and not from their target group. You notice this in the frequent use 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 higher vocational education writes a vacancy for a position at 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 your target audience will have.
- You write for your target group, not for yourself and not just for google. Make sure your texts are clear and complete for your target audience. Then Google comes into play.
2. Why your company?
This is the biggest question that you will have to answer in many ways. It is not so much a question of why your company does what it does, but rather the question: why should a candidate choose your company? And not for your competitor?
- Be honest and authentic in your corporate story. Don't promise things that turn out differently in practice, otherwise you can quickly start looking again.
- Don't think in a 'target group' but in a 'need group'. What needs does your desired candidate have and how do you respond to them?
3. Make it personal
A smart applicant asks during the interview to see the company, his possible 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, then you will have a good match faster.
- Describe in a vacancy what an average working day looks like. This way you can immediately introduce the reader to your way of working together, communicating and having lunch.
- Let your employees have their say, in quotes, interviews or blogs. They can tailor your story to your target group, because they belong to that target group themselves.