When I was working as a technical employer brand copywriter, I created content for some of the biggest companies in the world. I did a lot of EVP and pillar work. The deliverable? A paragraph and three value pillars. After interviewing employees, I knew how they sounded. I reviewed the marketing value proposition. We delivered meticulously crafted copy; every single word had a context and meaning.
Most clients loved it. Except for one. This huge company suffered from analysis paralysis. They insisted on having at least four stakeholders in every meeting, every time. One of those stakeholders was a very particular marketer who didn’t like the word “collaboration,” despite our argument that it appeared in the research over 75 times. The most of any keyword.
I am not exaggerating when I say we had 4 hour-long phone calls about alternatives to the word “collaboration.”
Marketers, man. Can I get an amen?
This tension between marketing and recruiting isn’t unusual.
I see it all the time. Marketers get hyper-focused on the details. Recruiters get annoyed because they have people to hire and want to use human stories. Both are thinking, “I wish they’d just listen to me.”
Unfortunately, both of them are right here. We do need to consider the details and make sure the brand is accurately represented through all marketing, including recruitment marketing. But recruiting is right, too. Some “about us” marketing value proposition with stats and figures? Not going to do the trick.
That’s precisely why we can’t repurpose marketing blurbs and “about us” overviews to tell our company story on job postings.
You tell me. Does your marketing blurb leave the impression you want it to on applicants and candidates? Does it make someone want to be a part of whatever is next?
Most content from marketing doesn’t say one thing about why anyone wants to work there or what makes you unique. That’s a waste of real estate.
It’s time to adapt the marketing blurb.
In this video, I’ll teach you how to translate that “about us” into content that makes candidates want to work for you.
Psst… We offer team training that will help you translate your marketing content for recruiting. We’ll teach you to write content just like this for your job posts, career sites, and anywhere you need to tell your story. Contact me and I’ll be happy to meet up to talk about how it all works.
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.