HIRING SERVICE: Create A Compelling Marketing Statement

How to Attract Selective Candidates

Traditional Advertising is completely ineffective in finding top talent. Most advertising lacks any compelling reason for top talent to get excited!

Marketing 101: If you want the best talent, you've got to shock, entertain, compel, break-through, stun, and move top candidates to take action.

When companies post an advertisement online, the most common document sent to the job board is either the entire job description or a shorter modified version.

We call this a job description masquerading as an advertisement. Drill Sergeant Advertising. The ad essentially barks at the candidate: Don't bother applying unless you've got 12 years of X, 3 skills in Z, customers in Y channels. We don't want to hear from you unless you've got knowledge in these 5 areas.

The sad truth is that top talent couldn't give a "hoot" about what you want as an employer. Top talent wants to know "What's in it for me? What kind of impact will I have, what will I learn, what will I become for having been in this role (LIB Curve of Motivation)."

Not only do traditional forms of finding candidates bring the bottom third to your doorstep, this method basically repels top talent. Outstanding candidates see your job description masquerading as an ad and get immediately turned off. They take their hand and put it down. You're left with all the bottom feeders of the candidate pool whose primary motivation is being desperate for a job.

Allow us to help you develop a compelling marketing statement that attracts Selective candidates. We'll show you how to incorporate a stimulating challenge to candidates who don't need your job, a Darwinian approach to screening candidates through the Compelling Marketing Statement, and how to embed the Success Factors for top performance.

Hiring Management IMPACT of a Compelling Marketing Statement

This project has the deliverable of producing a Compelling Marketing Statement. You can find examples and illustrations on our website in the FREE Resources section. In our book, we dedicate an entire chapter to this process of attracting top talent through advertising. The Chapter Title is "How To Attract the Bottom Third of the Candidate Pool". The chart below from our book and workshop identify the various pools of candidates.

The AGGRESSIVES are what you typically get when you post the job description or a summary of the job description as the advertisement.

The AGGRESSIVES are not selective about which ads they respond to. You run an advertisement and get 300 resumes, 298 of which you have no clue which keyword they used to apply! (Hint: the keyword is: I need a job). Their motivation is not to do the work you need accomplished it's to just get a paycheck.

Top Talent takes one look at your job description masquerading as an advertisement and puts their hand down instead of up. They think to themselves "I've already got that job, why would I want to apply for another job that is exactly the same?"

The second group in our chart above is the SELECTIVES. This group is open to making a change due to lack of future opportunity, losing respect for their boss, and being frustrated by the company culture. Although this group is looking online for a better opportunity, they are SELECTIVE to which jobs they will apply.

To attract the SELECTIVES, you need a Compelling Marketing Statement. To hit top talent "right between the eyes" list the key elements that motivate them to make a move, such as what impact they'll have, what they'll learn, and what they'll become (LIB Curve of Motivation).

We'll walk you through the 4 key elements of creating a Compelling Marketing Statement to attract Selective candidates, including developing a stunning and outrageous title, creating a challenge question that gets at the emotional depth of why top performers would leave their current role, crafting a vision that is exciting and compelling, and embedding your key Success Factors.

Once you've got this powerful tool in hand, you can use it for advertising, networking, and employee referrals to generate an outstanding slate of candidates for your open position.

Testimonials for the Hiring Service: Compelling Marketing Statement

"Over the years, our advertisements were just like all the other ones you see on the Internet. After attending the workshop by IMPACT Hiring Solutions, we changed our approach to writing Compelling Marketing Statements instead of posting job descriptions. This one step has transformed our hiring process. It's unbelievable the level of talent we now get."

"I can't believe we posted job descriptions for so long and then crossed our fingers hoping a good candidate would fall from the sky - this rarely happened - even after we ran the same ad over and over. Posting Compelling Marketing Statements was an amazing change. Great candidates tell us that they were not looking, but our advertisement was so compelling that they felt they just had to learn more. We hear this story over and over."

Next Steps for the Hiring Service: Compelling Marketing Statement

Call us or click the button below to request a custom quote on developing a Compelling Marketing Statement for your next key hire. The Compelling Marketing Statement will become one of the most valuable tools in your arsenal to attract outstanding talent.

If you're frustrated by the lack of qualified responses to your traditional ads, STOP the cycle of doing the same thing over and over again. The definition of insanity is alive in the traditional process of advertising.

Feel free to download the examples of Compelling Marketing Statements from our FREE Resources Web Page.

To see if the Compelling Marketing Statement Project might be a good strategy to help attract better candidates for your current opening, look into our FREE Compelling Marketing Statement Assessment, where we'll take a look at your current advertisement and suggest recommendations to change it into a more Compelling Marketing Statement.

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