Job descriptions are press releases…
But job invitations are personal…
It’s time to completely rethink how you’re going to market with your talent searches.
Job descriptions are great for pursuing the active candidates. You post them all over job boards and then the masses come running.
But what about those special snowflakes you already know you want?
You don’t want to just forward along a nice email introduction and a job description.
How can you make them feel like you’re reaching out specifically to them?
Craft a Job Invitation!
A compelling invitation is going to be the only thing to catch the attention of an associate who’s phone is already ringing off the hooks. Not to mention a well-written invitation will bring you more candidates at an even higher level of quality.
Its time to start building a counterpart to the job description. You are looking to build out strong marketing copy for the vacancy itself. This should focus less on requirements (they should already be relatively qualified if receiving this!) and more on driving interest in the role.
Simply put, candidates are looking for three main things at this point:
1) A summary of the company’s culture
2) Insight into the company’s day to day environment
3) A personal connection to the brand
Remember, we’re at record-low unemployment and we’re getting this invitation into candidates who are already at their prime – people who are successful and more than likely happy in their current role. We’re looking to entice them into engaging for 15 minute to speak about what you can offer.
A starting point for your offer? Well, rockstars prize three things most:
- A challenging environment where they can self-actualize
- Professional and personal life balance
- Job stability
On top of that, if you want to catch the attention of the rockstars, you will need to be up front and direct.
What is your company’s identity? What’s it truly like to work there?
What are your non-negotiables?
Why should your target join your company?
Why would they stay for ten years?
What’s the most unique part about working for the company?
When we’re dealing with elite level talent, we always have to have a unique value proposition for the role.
Remember, these candidates are already successful and happy in their role – they need to be sold on why they should even listen to you in the first place!