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Often wrongly neglected, recruitment copy actually needs to be extra hard-working. Writers have to strike a difficult balance of making the recruitment company and specific job information stand out amongst the crowd and show up in search listings, whilst also attracting the right type of candidate for the job. The copy has to sell each opportunity while remaining factually accurate and snappy enough to appeal quickly.
A tough brief, but it is possible to think creatively about really attractive recruitment copywriting. Here are five examples of employers and recruitment agencies using copy imaginatively, and why their techniques work well.
1. Reed uses content marketing to gain search engine traffic
Job site Reed are great at creating useful additional content around the subject of careers. Their career advice section has in-depth guides to a range of careers, as well as useful resources for job hunters, like CV and interview tips.
This approach ensures that candidates will find them through search engines when they’re researching careers or updating their CV. As a result, Reed will be top of their list when they come to search for jobs to apply for – the brand trust is built well.
2. Innocent use their distinctive tone of voice for recruitment
Poorly written job descriptions have a tendency to merge into one. For many common roles, it would be hard to tell what brand the job was for if the company name was removed. This isn’t the case with Innocent, who write their recruitment pages using their highly distinctive tone. Copy like “If this sounds like you & you’re ready to show us that you can put the passion in passion fruit, then we’d love to hear from you” and “No agencies (or special agents) thanks” make it unmistakably Innocent.
By encapsulating the work in their unique ‘voice’, Innocent concisely convey their company culture, and thus also ensure they will attract like-minded candidates who will fit well with existing teams.
3. Ad Lib use clever copy format to stand out
In a sea of similar recruitment agencies, Ad Lib use strong copy formats creatively to stand out. An example is their 30 Word Job Spec, helping candidates and recruiters to quickly get a better understanding of the job roles in their sector.
These real-world summaries not only get the key points across in the most concise format, but come from those already performing the roles – Ad Lib thus add value and ensure the appeal of their recruitment copywriting.
4. Three created a convincing career site
Mobile network Three use copy to strengthen their brand and sell the opportunity of a career with their company. Using a friendly and personal tone, Three makes it seem like prospective candidates are already part of the team. With copy like “we’ll invest in your development, encourage your ideas and reward your efforts”, Three are making job hunters feel valued and included before they’ve even browsed available jobs.
5. Meetup bring their job descriptions to life
Rather than including an unengaging list of responsibilities, Meetup make their descriptions more interesting by bringing to life daily activities and allowing the reader to match themselves to the position of performing the role.
Candidates will then feel encouraged to actually visualise themselves in the job, get invested in that idea, and apply through Meetup – a deceptively simple technique that is very effective.
Writing more compelling recruitment copy
Although not traditionally viewed as a place for creative content, recruiters and employers need to use copy imaginatively in order to attract and engage top-quality candidates. In a competitive market, well-written recruitment copywriting will perform multiple functions: helping recruiters and businesses to be organically found by search engines; concisely convincing candidates of the appeal of a role; and ensuring that applicants’ personality and skills match well with the company culture and job requirements.