Google “a flying start to your career” and you’ll get more than 2,800 results. These are unique companies, which unfortunately often use the same phrases to market their challenging jobs.
Whether it’s a “flying start” or the universal “we’re looking for colleagues”, these are missed opportunities. After all, you only get a few seconds of reading time from potential talent before he/she decides to continue reading your vacancy or not. These people aren’t waiting for outdated concepts, but for the really distinguishing factors that are in line with their ambition.
I too have been guilty of the convenience of standard sentences that sound so good. Yet it’s certainly worthwhile to go through your vacancy texts and careers site with a red pen and replace the “flying starts” with the real meaning you give to new talent.
Here are four tips to work on this:
The positioning of your business
What do you stand for as a company? What’s the added value you have to offer? Write everything down, and then cross out the things that also apply to your competitors. There will probably be a few, or only one that will remain. That’s it, so use it! Of course, you can also name other points, but not as “entrants”.
To come back to “the flying start”, if you can really make this concrete, then the credibility increases considerably, and you’ll definitely capture people’s attention. So, if an employee at your company can complete all the necessary training in half the time, make this claim!
Of course, it’s important for talent to know what they’re going to do in their new job. This information can usually also be found in a vacancy, but unfortunately there’s often not much information about the future. What’s the ambition of the company, and how can the employee realise his/her ambitions?
Connect to the target
Who’s the target group, and how do you connect with them? Generation Y, for example, is much more triggered by an experience (meet and greet, experience days), and Generation Z generally thinks it’s much more important that he/she can give meaning (higher goals).
The EPS indicates the degree of loyalty and ambassadorship of employees. Why is it important to measure this, and how do you apply the results in your labour market communication?
A well-thought-out employer brand for the Technical University of Eindhoven. Scientific stories to really catch scientists.
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