« Appelons un chat, un chat. »*

« A spade should be called a spade and a text should be called a text. »*

A JOB ADVERT IS NOT a JOB DESCRIPTION

A Sales specialist is NOT an Expert in Recruitment - a Recruitment Specialist is NOT an Expert in Sales - A Cat is NOT a Tiger!

If Companies and Recruitment firms want to hire a Recruitment consultant or an internal Recruiter or a Sourcing Manager - They should not forget the primary goal of these roles : Attract Talents and job-seekers to be hired. Both of these roles have not only the same goals but have also clients that need sales and marketing skills to be able to succeed in their functions.

The clients of an internal recruiter are the company, the different Hiring managers, and mostly the job-seekers and talents he/she is targeting to attract and hire for the company. Recruitment Consultants and Headhunters already know that the SALES aspect is important for them to be competitive for their clients and candidates.

HR people and Recruiters are good in the Recruitment Industry - Sales people and Business Developers are good in SALES – IF we have to compare these 2 types of people IN THE ASPECT OF SALES SKILLS; HR people would be kittens whereas Sales people would be tigers (no offense).

So let’s get back to Basics.

How to sell your job advert with the traditional technique:

FEATURES, ADVANTAGES, BENEFITS

WHAT ARE THEY?

A way to describe your offer & solution, which maps your proposal to consumers needs. In other words: Matching the Demand with the Offer.

• The Features are the characteristics which describe the elements of the open job you’re about to market. (WHAT)

• The Advantages underline the positive impact of these characteristics.(HOW)

• The Benefits explain to your clients (the job-seekers) why these Features and Advantages will be a Benefits for them.(WHY)

WHY DO WE USE THEM?

• To Sell - To make them buy - to make them VOTE for you.

• To positively influence candidates and make your offer meet their needs and expectations.

• To sell relevant reasons to join your company.

• To make your job adverts & interview calls memorable and to be ahead, shine and excel from the competition.

• To create tailored rapport that will make you gain and maintain relationships. Build Your HR Branding.

• To reach the Talents & like-minded people you want to target with strong communication skills.

The secret of every great sales guy is not necessarly to sell but to make buy. As a satisfied client will for sure buy again and can be a good ambassador for the products or services you’re selling.

YOUR COMPANY – YOUR JOB - YOUR UNIQUE PROPOSAL

→ Your Job offer is what your company is selling to the candidate. The candidate won’t buy anything but will get paid to work for your company. Once you have identified the candidate’s needs, select a feature that will attract them. It can be:

• Company profile, sector, coverage, history, figures, Turn over…

• Ethics, Management, Job evolutions…

• Industry expertise, locations…

• Your team, Challenges…

• Infrastructure and financial stability…

• The best tip is to ask to your colleagues or employees why they have been interested in joining your company, those are characteristics that can be turned into advantages & benefits for the jobseeker.

These characteristics are the DNA that constitutes your company.

Your job is to present these characteristics to your candidates - adding your personality, experience and highlighting the advantages of your company - In order to turn them into benefits the candidate will have in joining your company.

If you simply say that you’re company is hiring, the public reaction can be: So what! And then ?

If you choose relevant characteristics and present them in the form FAB (Features, Advantages, Benefits), you greatly increase your chances of influencing the most jobseekers and get what you want. The way you will present them will target junior graduates or senior talents which is a complete way of showing them off.

There are Millions of example on how to turn Features and Advantages into Benefits : Let’s take an easy one.

A Simple sales guys would sell 1 kilo of tomatoes this way:

Hello Ma’am, How are you today! Take a look at my beautiful tomatoes, they are big, they are red, they are organic, grown without pesticides, they are sun riped freshly picked from our garden, they’re juicy and taste good and they are cheaper than the greenhouse tomatoes. Want to buy them?

N’yeah! How much? (Here we have only features and advantages and something is missing…)

But if you apply FAB, Features, Advantages AND BENEFITS, it can turn into this:

Hello Ma’am, How are you today! What about some Sun and radiant colour in your salad? Look at these, Take one! Sun riped & freshly picked from our garden, they’ll bring summer in your kitchen. If your children don’t eat them from your kitchen table, they will be perfect for your salads, sauces and will give a real tomato taste to your fettuccine or your spaghettis,Want to taste one?

(Here, starting with the Benefits makes us include the taste, the kitchen and the children. The meals they can give to the lady, drawing a picture of where they’re from and what would be the Advantages for her to get those tomatoes (and let other Features in stock if there’s any other objections or questions to not repeat them over and over again.)

PEOPLE BUY PEOPLE

PEOPLE LIKE TO BUY WHAT PEOPLE BUY

PEOPLE BUY TO BE LIKE THE PEOPLE THEY WANT TO BE ALIKE

PEOPLE BUY FROM PEOPLE THEY THINK THEY ARE ALIKE

PEOPLE BUY FROM PEOPLE THEY LIKE

But don’t make the mistake to think that PEOPLE will BUY Features or Advantages, THEY WON’T! THEY WILL COMPARE FIRST. They will always keep on objecting or questioning these Features and Advantages to understand their own Benefits which they unconsciously know it already - they just want to have confirmation of the benefits for them. The buying process is as simple as this. Let them compare, but if you apply the FAB , they will come back to you.

PEOPLE BUY ONLY FOR THEIR OWN BENEFITS.

People buy products and services that serve their needs for their personal or professional expectations. Your unique and customized offer will bring them profit for their career.

YOU ARE UNIQUE, YOUR COMPANY IS UNIQUE, YOUR JOB IS UNIQUE

USE THE FAB FOR PROSPECTING, SOURCING, SELLING, HUNTING and don’t forget to USE IT FOR YOUR JOB ADVERTS.

.

Remember… The CONTENT IS KING.

You will find plenty of sales techniques & Web Marketing techniques on Google, but the challenge here for a job advertisement is to catch the mind at first sight. And to create :

“une persistance rétinienne due a un choc visuel émotionnellement intense”

“A retinal persistence due to an emotional intense visual shock”

(I hope you got me right)

For this, most of the marketers and sales people apply all those strategies of sales, using perfectly the Features, Advantages, Benefits techniques and others, but almost all of them do it using the same structure:

WHAT – HOW – WHY – Which is somehow parallel to FAB indeed.

BUT

IN ORDER TO INSPIRE PEOPLE, to create that emotional shock in the mind of any candidate, client, buyer, the secret is to reverse it, start with WHY; reversing FAB to BAF.

WHY

HOW

WHAT

WHY will be all the reasons a job-seeker would or should fight to join your company. (All the Benefits)

HOW is all the advantages and changes they will have in joining your company. (All the Advantages)

WHAT is what kind of company you are offering them. (All the Features)

Last thought:

When you’ll rewrite your job advert. Think to mix this inversed technique (FAB→ BAF) with the Kiss, Kick, and Kiss technique:

Starting with an introduction of your Organization.

KISS: THE WHY – THE BENEFITS TO JOIN THE COMPANY, STRAIGHT TO THE POINT. BENEFITS in terms of Career advancement, Learnings, Evolution and Challenges. Why being a part of your Company?

KICK: TO WHAT KIND OF PEOPLE YOU’RE OFFERING THIS JOB, WHAT KIND OF BRAIN, WHAT WILL BE THE JOB, CHALLENGE AND DAILY TASKS (here you can put the job description)

KISS: THE HOW – ALL THE ADVANTAGES TO JOIN THE COMPANY. Environment. Team, Management, Salary compensations…

KICK: WHAT SKILLS, EXPERIENCES, DIPLOMA…

KISS: THE WHAT – ALL THE CHOSEN CHARACTERISTICS OF THE COMPANY. WHO they will join.

KICK: THE CONDITIONS TO APPLY

.

Then finish by adding your social media links, comments, company videos.

CONTENT IS KING and Social Media habits doesn’t help because quantity of jobs spread on the Net takes over its quality. We see everywhere: I am looking for this, We are looking for that… Desperate advertisement will give you desperate jobseekers. So many offers in there that maybe confusing for a job-seeker, which one should he apply?? Which tomatoes he/she should buy?

Doing great is to strive to keep the average high… If you don’t do all the basics of the average, it wont elevate it. Inertia is the worst enemy of your business/career…

A cat can be happy and proud when it catches a mouse, same as the tiger when it catches an antelope.

…It depends on your “appetite” 😉

Being a Tiger will make you hunt for a bigger meal!

Need help ? Post one of your hardest job offers, we will apply these techniques:

WE WILL DELIVER THE BEST TALENTS TO YOUR COMPANY.

WE WILL WEBHUNT - SPREAD & SHARE your offers - POWER UP Your SEO Recruitment - HIGHLIGHT your JOBS to Millions of Jobseekers and passive candidates.

YOU WILL GET Unlimited Applications for 60 days per job posted + Unlimited Job listing by category + Unlimited Users (Job Listers) by company + Featured Jobs for 10 days + JOB Optimization (SEO refined by our back office) + 1 National Email Blast + 1 social share + Free Re-listing + Full Customer Support + Mobile Optimized Job page (Ready for mobile applications) + Geo-location + Social Network double integration + Resume Database Job alerts + applications directed to your mailbox.

POST YOUR JOBS FOR FREE