Copywriters know that the most important part of an advertisement is the headline.  The majority of the public reads little else when deciding whether or not they are interested.

Recruiter's have something that is equivalent to a headline in an advertisement...the job titles of our job posts.  This is the first thing…

In Direct Marketing, marketers send different marketing pieces in the mail…or post ads in print media…or post online on websites…or send emails.  And sales will immediately show the success or failure of the ad.  In direct mail campaigns, number of sales per number of items sent is an important number to track.…

If you look up Unique Selling Proposition in Wikipedia, you see this definition:

In Reality in Advertising Reeves laments that the USP is widely misunderstood and defines it in three parts, summarized here:

1. Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: “Buy this…

That was the basic premise of a talk I recently gave at the Minnesota Recruiters' Conference earlier this month.  The presentation was titled, "Winning The Talent War With Effective Job Posts."

I thought I would share the main point of the talk...

Typical job posts do not affect a potential candidate's desire to apply.

Our job posts are all about our companies and what we want - they are totally focused on us.  We need…