A practical one day session that will focus your efforts on creating relevant, compelling, and persuasive online recruitment copy.
You'll look at job descriptions, and the key issues influencing online recruitment from the applicants’ perspective. You’ll explore and practise proven techniques for producing effective copy, reinforced by practical exercises.
I thought the course was brilliant. I was learning from the moment I arrived to the very end. I feel braver and more confident with writing ads and I got all questions answered.
Recruitment consultant, HCL
One day in-company training course
You will be asked to bring genuine job descriptions/briefs to work on as the basis for creating a recruitment ad, and the trainer will provide critique and individual feedback of your written work.
- Appreciate the key differences between print and digital content
- Improve your use of Job Descriptions as source material for recruitment ads
- Understand how we all view - and filter – online marketing communications
- Profile and evaluate your target audience(s) and candidates
- Learn how to plan your recruitment advertisement, and structure the content
- Learn and practise tried and tested techniques for producing attention-grabbing recruitment copy
- Understand the importance of “tone-of-voice”, style and language
- Recognise the need for consistent standards of quality
- Practise all of these techniques using your own working briefs
Purpose and preparation
- The power of the written word
- It's a very noisy world! Understanding the context of your communications
- Screen v page – how online differs from print
Preparing to write
- Having a clear purpose. Defining your objective(s)
- Organising and prioritising your information
- The Five Key Steps to effective recruitment copy
- Their true purpose, and how to get the best out of them
- Essential elements, and the nice-to-haves
- How your line manager can really help you!
Doing it: Extracting value from a JD
- Profiling and segmenting your audience to refine your approach and message
- Motivators – needs and wants. Why should they bother listening to you?
Doing it: Profile your target audience
- Active job seekers v passive browsers
- Understanding the candidate’s individual perspective
Creating your job ad
- The essential elements to include
- Defining the sequence, order, and emphasis
- Headlines, Attention-Grabbers and Index Words
- The dynamic introduction
- Presenting the Role and Opportunity
- Emphasis and scannability
- How to template your job ads
Creative use of language – how words affect response
- Tone of Voice – using language to personalise the message
- Introducing positivity and purpose
- The importance of language and vocabulary
- Key Dos and Don’ts
Doing it: Creating and completing a job ad
To do lists – how will you put into practice what you have learned?
Reactions and close
This course provides you with practical skills that you can apply immediately to your own job ads. We send you away with a list of “To dos” to focus on after your training and will follow-up with you to see how you are getting on. We are always here if you have any queries at all.
To find out more about our range of in-company courses, and how we work and support you both before and after your training, please have a look at our in-company training page.
Our bespoke in-company training is run on a date and at a place to suit you. But if you would rather learn online, we are about to launch our Copywriting e-learning course. Please email us for advance notification.
Please call 00 44(0)1428 722105 or email us for more information on how we can help you organise your training.