I get a lot of bad marketing e-mails from HR technologists and content contributors. Knowing what the industry is up to is part of the job.
Feeling violated by vocabulary, not so much.
I hesitate to give broad advice about marketing, recruiting, really anything because I know there’s no such thing as golden rules. Some things work for most people, some do not.
However, when it comes to vocabulary, I have some broad advice. That advice, in short, being “please don’t say that.” This applies to marketing any product and especially in your recruitment marketing programs.
Banned Recruitment Marketing Vocabulary
- Beaver (literally did an entire SuperBowl campaign on this. Not THAT beaver. This one.)
- Huuuuuge – shout out to the woman at SHRM Louisiana who told everyone one of the speakers was making a “huuuuuge contribution.” Yes, everyone thought she was talking about his junk.
What’s the most, unintentionally, vulgar word you’ve seen in a job description or any other marketing program?
Katrina Kibben is the Founder and Principal Consultant of Three Ears Media. For most of Katrina’s career, she has been a marketer living in a recruiter’s world – listening to both sides of the talent equation to understand the real issues and find solutions for engaging and hiring better people. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver content that fuels smart recruitment marketing that makes the right people apply.
Katrina has written for Monster.com, HR.com, RecruitingDaily and many other digital publications. She is a recognized leader in recruiting and employer branding who speaks regularly at conferences around the world.