Most Job adverts stink. They stink because the people posting them list benefits not emotions. They are corporate, not personal. Few people respond to impersonal treatment but that’s what job adverts are: lists of experience needed, company achievements and pension plans. People don’t change jobs for pensions, gyms or usually salary. They change because how their new company might make them feel: the opportunities, the potential and the chance to feel part of a new tribe. Some say its business not personal. That’s bullsh*t. It’s business and highly personal!

To attract top talent differentiation is the key. Listing why someone should leave their current job would be a start. Add case studies about why your company is a must-visit destination in cyberspace and it’ll translate to applications. Be funky and fresh. Why is your company better than your competitor? Think travel adverts to the Bahamas: They don’t list the fact that their sand is twice as white as other islands and they have forty four more hammocks. They make you visit because of the promise of how you will feel when you arrive; relaxation twinned with adventure.

If you want your company to be a must-visit destination you better work out why people should work there. And if you give me another list I might just strangle you with my hammock.