Conviction is a relatively new addition to the original AIDA acronym. In marketing parlance, it was added to ensure prospects buy the brand. When recruiting, it is a highly effective way to ensure candidates apply to the role.
It is surprising how many (relevant) candidates look at a job but do not end up applying. Despite having the desire to do so, something is preventing them. Conviction is how you give candidates the confidence they need to apply.
WHAT IS CONVICTION?
A good example of conviction being used in marketing is the frequent use of well know figures to promote products. If they recommend it, it must be good!
Next time you are looking for a good book to buy– see how many are promoted using well known authors, TV ‘personalities’ or best seller lists.
Conviction would not be so widely used if it did not work.
HOW TO USE CONVICTION IN YOUR ADVERTISING
In the construction industry, awards are a good way of proving how good your business is. In recruitment, Investors in People works well but they aren’t really conviction. Recruitment is about people and the best conviction is hearing your employees talk about how happy they are that they joined you.
Use pictures, quotes or, ideally, videos – with ‘avatar peers’ talking about why they joined you and why they are still excited about being part of the team.
STEP 5: ACTION
Next week, in time for any roles you are planning to advertise in January, we publish the last step of the AIDCA process – ACTION – how to make sure candidates apply!
For more about all 5 steps to attracting good BIM talent, start here.
If you are advertising now and would like more advice, please email email@example.com or call me on 03333 580 442 – I am happy to help.
Click here if you want to read more about the BIM job board and trial it free for 3 months.
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The DBE team were very helpful and professional in advising us on our candidate attraction strategy and in suggesting targeted campaigns for specific countries.”
“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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