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 Two Worst Words in Recruiting
Every recruiter uses them, usually without thinking twice. These two words appear in recruitment ads and job postings on corporate career sites, job boards and social media sites. They are as comfortable as our fuzzy slippers. And, more than any other facet of the candidate experience, they turn off top talent. What are these words? Requirements and Responsibilities.
As we all know, when you strip recruitment down to its bare essentials, it is an exercise in sales. Recruiters must convince reluctant consumers – the people we call passive job seekers – that they should “buy” their organization’s value proposition as an employer. And, the challenge, of course, is that passive job seekers aren’t job seekers at all. By definition, they are at best curious window shoppers.
Sure, we want to sell active job seekers, as well. But, they usually have no alternative to our offer. Window shopping candidates, on the other hand, almost always have at least two options. They can accept our offer or they can (and often do) stay right where they are … with their current employer.
That reality means we have to be at our persuasive best if we want to capture the top talent our organization needs. It’s not unreasonable, therefore, for us to look to some of the principles of effective sales for help. And, among the most revered of these axioms is this: You have to relate to your customer so your customer will relate to you.
Without that connection, it’s much harder to convince someone to do the one thing we humans most hate to do: change. We’re trying to convince people to switch from the devil they know (their current employer, boss and commute) to the devil they don’t know (our employer, a new boss and a different commute). To do that effectively, we have to give them the sense that we understand and respect their needs and concerns.
Use the ABC Template to Connect With Candidates
The best way to connect with candidates in a job posting or recruitment ad is with vocabulary. Instead of using words that resonate with us, however, we have to make our case in the language of our potential consumers. We have to choose terms to which the best talent will relate.
That’s why the two worst words in recruiting are “requirements” and “responsibilities.” They are terms only employers could love. They tell a candidate what we think is important about our opportunity, not what they want to know. The signal we send, as a result, is that we couldn’t care less about what matters to them.
Some will argue, of course, that this is merely a matter of semantics – meaningless distinctions among words. It isn’t. Those words indicate a perspective and that perspective counts, at least to people with options. They simply won’t be bothered to consider an alternative employment opportunity unless they know first that the new organization cares enough to try and connect with them.
How do you convey that outlook? Instead of Requirements and Responsibilities, use the ABC Template to describe what’s in it for them – what your opening will do for their career. Organize the body of your ad or posting into the following sections:
The best talent has choices, so make sure your recruitment ads and job postings use a vocabulary that will sell them on your opportunity. Communicate with them in their own words and focus your message on “what’s in it for them.”
Thanks for reading,
Visit me at Weddles.com
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.
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.
Remember What Your Mother Taught You
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