Leading multinational company, innovative products, continuous development, environmentally conscious thinking, domestic expansions, stable large company, international career opportunities...
Yes, this description applies to most companies that advertise jobs, and unfortunately to most job ads as well: 12 a dozen. Companies have now come to the point in creating their corporate image that positioning is also done properly in the case of a job advertisement. There is something to communicate.
However, few people remember what a job advertisement actually is. Sales differentiates PR activities, which should precede advertising itself. After all, who wants to buy a product or service they haven't even heard of, or who would buy from a service provider whose name is obscured by obscurity?
The job advertisement is already a category of advertising: it "encourages" you to buy, it calls you to action: buy my company's "position", and as a first step, apply!
If it's shopping, let's look at one of the basic misconceptions: that our purchases are rational. The first lesson for every advertising or marketing professional is that all our decisions are based on emotions, which we then rationalize, i.e. explain why it was the right decision, i.e. logical. But the purchase decision is not logical. Surveys confirm that we are impulsive in nature and listen to our emotions. Whether that's good or not is another matter. If we like that beautiful bag or shoe in the shop window, let's admit it: we don't think much about whether it would be rational to buy it or not. Of course, men are no different: are we sure that we buy a car based on CO2 emissions and consumption? If it were, they wouldn't sell more than one or two types. But they sell.
If we ask an engineer what he would look for in a job, we would get something like this:
- the beauty of the task;
- the engineering solutions
- the possibility of its application;
- can i dig myself into the
- into the depths of my field?
- professionally, how challenging is the job?
- Is this task exciting enough?
What is the technological level of my company?
...and we could go on and on.
These questions provoke emotional reactions from an engineer, and emotions cannot be controlled, even in the case of a job application!
So let's pretend to be marketers and let our ads speak the language of emotions!