HOW TO MAKE SURE CANDIDATES WANT TO JOIN YOU
So far, Steps 1 and 2 have shown you how to improve your advert response by attracting a wider audience, placing your adverts where they will be seen by both the active and passive audience and creating Interest by focusing on what matters most to your avatar.
By showing them how joining you will solve their problem, you create the Desire to join you.
A lot of adverts just describe an opportunity by pasting details from a job description. When there is a plentiful supply of candidates, this approach may work but not when you are trying to create interest and desire with a passive audience. In the current market where good talent is so scarce you need to make the most of what really appeals to candidates and solve their problems.
Promoting your benefits usually lies hidden within the job advert and is therefore only read by an active job seeker – not the passive audience we want to attract. If you have the benefits that matter most to your passive avatar you need to promote them to create Desire.
To help employers differentiate and give candidates the information they need to compare what matters most, dbe.careers is building a ‘Good Digital Employer List’ – a library of qualified employers who have completed a 5-point questionnaire.
The List is part of a 3 step process designed to help candidates make the most of their careers process – you can see the questionnaire and read more about the project here.
You can see how the List will help you increase Desire as part of your advertising process and, as candidates can ‘save’ favourite employers, they will automatically be alerted when you advertise – improving attention, interest and desire for you.
The first employers will be featured when the List launches at the beginning of January. If you would like to be included, simply complete the questionnaire and email it to firstname.lastname@example.org.
If you want to discuss in more detail, please call Mike on 03333 580 442
When creating Desire, you will want to tell a story or at least make your messaging personal while promoting the benefits of joining you.
In the Willow campaign, as the avatars are interested in advanced digital construction, we simply linked the ‘Interest’ article to existing Willow videos featuring their exciting solutions and how their digital twins are changing the future of the construction industry.
These videos would not normally be easily stumbled upon by the passive audience we are targeting. By linking them to an interesting article and showing there were jobs available we created Desire which increased the number of avatars applying.
THE IMPORTANCE OF A GOOD HEADLINE
When we realised that the Willow avatars were attracted by the opportunity to be involved with an exciting business developing advanced construction solutions, we reviewed our headline for the ‘interest article’. We changed it to feature key words like ‘digital twins’ and creating interest by mentioning how smart a career move in that direction would be.
Your headline is usually the first element of your advertising copy that candidates will see. If your headline is not effective, your efforts could fall flat.
Why miss the chance of reaching better candidates with a simple BIM COORDINATOR headline when you can attract a much larger, relevant, audience by creating interest and desire from the very beginning?
If you would like more advice on how to create content that will attract a better choice of BIM candidates, please email email@example.com or call me on 03333 580 442
Step 4 will be published next Tuesday, December 22nd. It focuses on ‘Conviction‘ – to give your avatars the evidence they need to apply for your job.
If you are advertising now and would like steps 4 and 5 in advance, please email firstname.lastname@example.org or call me on 03333 580 442
Click here if you want to read more about the BIM job board and trial it free for 3 months.
“Having utilised the DBE Careers job board recently for job advertising on behalf of Willow, we received an increased level of candidate activity and applications, and feel the site helped to profile our expansion into regions such as Australia and Canada.
The DBE team were very helpful and professional in advising us on our candidate attraction strategy and in suggesting targeted campaigns for specific countries.”
“I have to say some of the applications that have come through have been excellent. We have 5 interviews to arrange for next week with some really strong looking CV’s”
“Mike’s experience and knowledge helped us approach some challenging briefs more confidently by developing a clear strategy to find the best people.
The dbe website was definitely invaluable to our search and gave us the opportunity to meet some very smart professionals.
I would recommend DBE.CAREERS to any employer looking for the best BIM talent looking for their next career challenge.”
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