Advertising is seen as a bit passé in recruitment. I don’t do a lot of it these days; it doesn’t really work in my market. In other sectors though it is still a valid sourcing tool…..in fact, I imagine that advertising is still the biggest source of candidates for most recruiters and anyone else looking to hire staff.
When you think about it like that, you would have thought that there would be loads of great adverts out there. With so much competition to get your advert seen, people would be being creative to try and achieve exactly that. But, as anyone who jumps on any job board will see, the vast majority follow the same template …boring, unimaginative and worst of all, full of bullshit….bullshit phrases like “outstanding career opportunity” and “employer of choice”.
It is as if recruiters are given a dictionary of bullshit phrases to drop into their adverts. They lazily slip them into their text without thought, and with all the authentication and credibility of Pamela Anderson’s boobs.
When we recruiters continue to turn out these bullshit phrases, do we really think candidates take notice? Are we really thinking that just because someone simply reads “outstanding career opportunity” they rush to get their application in for fear of missing out!
Anyone looking for a job these days will probably be quite savvy about how it all works. They have seen loads of adverts making similar claims and so glaze over the meaningless bullshit looking for details about the role, the company, the package… the facts; the things that people actually are interested in.
It makes no sense…but we continue to do it. En masse. (and before anyone trawls through any advertising I have done, yes I am guilty).
If you are looking for inspiration take a leaf out of this guys book. I saw him on my way to work this morning and his style of advertising grabbed my attention……and looking at his little cap of cash it also did to other people. In a city that is full of poor souls trying to get their piece of the pie this guys honest and no bullshit approach is working…..