Recently, a reviewer on Amazon.com strongly recommended that readers add A Multitude of Hope to their summer reading list.
The book is Peter Weddle’s new novel about what’s happening to the American Dream. It’s a tale of three out-of-work Baby Boomers and a secret online group of workplace activists who are practicing “economic disobedience” against the vulture capitalists in the American economy.
Ripped right from today’s headlines, the book engulfs you in a no-holds barred war between a self-styled monarchy of greed-is-good investors and a virtual colony of revolutionaries using the Web to even the score. Part edge-of-your-seat thriller and part exploration of modern American culture, this is one novel you won’t want to miss.
To read a free excerpt, click here.
Or, order your copy from Amazon.com right now. Just click here.
The Lingua Franca of Recruiting
Despite the popularity of social media these days, job postings remain the lingua franca of recruiting. Whether they appear on a corporate career site, a job board or yes – on a social media site – job postings are the principal way most employers communicate their openings to top talent. Yet, most job postings still have the look and feel of old fashioned print classifieds. They are about as appealing as a statistics textbook written in Swahili.
Job postings are not recruitment ads or position descriptions repurposed online. They are not Help Wanted signs hung in a virtual window. They are electronic sales brochures.
In order to be effective, they must convince basically passive prospects to do the one thing we humans most hate to do: change. They have to persuade them to move from the devil they know (their current boss, employer and commute) to the devil they don’t know (a new boss, employer, commute).
That feat cannot be accomplished with ads that use the vocabulary of employers. The best talent simply doesn’t relate to “requirements” and responsibilities.” They aren’t looking for a job. They are, however, (always) searching for a career advancement opportunity.
How can you structure your ad to deliver that message?
What the best talent want to know about a position is “what’s in it for them.” So, craft your posting to answer five questions:
Collectively, those answers express your opening’s value proposition in a language even the most passive, high caliber prospects will understand and appreciate.
The Harmonic for Our Time
The dictionary defines the word “harmonic” as an overtone that is pleasing to the ear. In a job posting, it is the theme that runs through and integrates the information that’s provided about an opening.
Why is a harmonic important?
Because information in and of itself is seldom persuasive. But, information that has a common core element can have an extraordinary impact on the reader. It enables the different information you provide for different questions to pulse with a single, concentrated message that can break through the inattentiveness and distractions of our modern culture.
What harmonic works best?
The traditional harmonic of most recruitment ads is the Great Race. Their vocabulary gives them the overtone of a competition. “The successful candidate” will have this qualification or “the ideal applicant” will be able to perform that task.
Competition doesn’t frighten the best talent, but it doesn’t motivate them either. If you want to convince a top performer to change devils you have to entice them. And today, the best enticement is “The American Dream.”
Ironically, that dream was first enunciated in a time much like that of our recent past. It was introduced in 1931, during the Great Depression. Its author, John Truslow Adams, defined the American Dream as the belief that all Americans, regardless of their station or circumstances, have access to “a better, richer, happier life.”
Only, now they don’t. As last week’s Time magazine cover story put it, more Americans are more concerned about the current status and future prospects of their American Dream than at any other time in their lives. That’s not melodrama; that’s fact.
So, craft your job posting with a harmonic that counteracts their anxiety. In each and all of the answers to the above questions, reassure prospects that employment in your organization opens their way to “a better, richer, happier life.” Encourage them to see your opening as their pathway to the American Dream.
I realize that suggestion may seem overblown, but think about the purpose of a recruitment ad. Its goal is to convince the most reluctant of consumers that they should “buy” an organization’s value proposition as an employer. Injecting a little emotion into your pitch isn’t only appropriate, it’s absolutely essential.
Thanks for reading,
Visit me at Weddles.com
Be At Your Best With the Best Tools
The best recruiters use the best resources to get the job done. And, when it comes to reaching top talent online, their choice is clear. It’s WEDDLE’s Guides for Recruiting Success. Get yours today!
WEDDLE’s 2011/12 Guide to Employment Sites on the Internet. This is the 10th edition of the Guide the American Staffing Association called the “Zagat” of job boards and social media sites.
WEDDLE’s Guide to Association Web Sites. This book details the recruiting resources and capabilities that are available at the Web-sites of over 3,000 professional and technical associations.
Finding Needles in a Haystack. This one-of-a-kind guide lists over 25,000 keywords and keyword phrases, across 5,400 job and position titles in 28 industries and professions.
Sourcing Career Success
As recruiters and HR professionals, we spend 33 percent of our day (or more) on-the-job and 100 percent of our job helping others to achieve career success.
Don’t our own careers deserve equal attention? Absolutely! And the one best way to do that is by sourcing career success with WEDDLE’s books. They include:
Work Strong: Your Personal Career Fitness System. This book introduces a complete regimen of activities that will help you successfully compete for and hang onto the job of your dreams. Its one-of-a-kind program not only tells you what to do, but how to do it and how often.
Recognizing Richard Rabbit. This fable for adults will entertain and delight you and help you out of the boxes that keep you from becoming the champion inside you. It is a novel and engaging way to recognize the talented person you are meant to be.
The Career Activist Republic. This blockbuster of a book provides a provocative yet positive assessment of the changing world of work in the American economy and describes an innovative strategy that will enable you to avoid the pitfalls and capture the opportunities in this new environment.
The Success Matrix: Wisdom from the Web on How to Get Hired and Not Be Fired. This anthology collects the best of Peter Weddle’s columns on job search and career success. It is the only book you’ll find that provides a candid and totally up-to-date look at how to get and stay ahead in today’s workplace.
Remember What Your Mother Taught You
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