3: DESIRE
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 them.
Next, following the tried and tested AIDCA process, to keep building the momentum we need to encourage candidates to apply, we need to create DESIRE. We do this by describing how joining you will improve their career / increase security / etc. – the ‘issues’ you identified in Step 2 that are probably bothering passive candidates the most in their current jobs.
In our construction world, pretty much every job adverts is, at best, a modified job description. When there is a plentiful supply of candidates, this approach may work but not when you are competing for scarce talent. In such a competitive market, a job advert has to excite, we need to focus on what really appeals to candidates and create desire in the opportunity.
MAKE IT PERSONAL
To create strong Desire, we need to tell a story or at least make the messaging meaningful while promoting the benefits of joining you.
In the Willow campaign, the main need/problem facing the ‘ideal candidate’ was defined as being at the forefront of advanced digital solutions in the construction industry. We focussed on Digital Twins. This article created the ‘Interest’. The links to Willow videos featuring their exciting solutions, how their digital twins are changing the future of the construction industry, created the Desire by talking about things that mean something to candidates that want ‘to be at the forefront of digital…’ It resonated with them, it was ‘meaningful‘.
THE IMPORTANCE OF A GOOD HEADLINE
When we realised that Willow’s target audience wanted an opportunity to be involved with advanced construction solutions, we reviewed our headline for the ‘interest’ article. We changed it to feature the key words ‘digital twins’ and mentioning how smart a career move in that direction could be.
Your headline is usually the first element of your advertising copy that candidates will see. Make your headline stand out and appeal to your target audience.
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?
STEP 4 to ATTRACTING BIM TALENT focuses on ‘Conviction‘ – giving readers the compelling evidence they need to apply.
TRY THE BIM JOB BOARD FOR FREE
If you are looking for good BIM talent now and would like to advertise, click here to find out more and trial the BIM Job Board for free.
We are here to help, if you have any questions, please email mike@dbe.careers or call us on 03333 580 442
REFERRALS:
“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.”