Communication skills, the ability to create attention-grabbing texts, and the desire to solve candidates' problems are powerful tools for filling vacancies.
In our new article we break down each point. Our guide for this journey is Staska Padalka, a speaker at EvoTalents.School and Creative Group Head at Qream agency.
Let's dive in!
When it comes to copywriting, almost every beginner wants to learn how to write "text that sells." As if it's a magic pill, learning the formula of which allows one to write by template and achieve 100% results. Staska thinks differently. In her opinion, the text must be unique and fit each specific situation.
"Don't write 'texts that sell' because it's very similar to the Cargo Cult."
Cargo Cult
The Cargo Cult is a phenomenon of imitation that arises in a society that comes into contact with a more technologically advanced culture. This was especially noticeable among Melanesian island groups in the Pacific Ocean during World War II.
The main idea of the cult is that followers believe various material goods ("cargo") arrive from supernatural sources. Tribes often saw Western military personnel bringing modern goods and believed that divine power granted them. Therefore, they tried to imitate the behavior of "white people" to receive the same "rewards" from the gods. For example, they built imitation runways, radio stations, and airplanes out of wood and straw, hoping to attract "cargo."
However, they did not understand the meaning of these actions and were merely engaging in mechanical work. Similarly, one can write "texts that sell" using typical words: "right now," "exclusive," "new," "finally," etc. However...
There Are No Magic Formulas
"Don't sell. First and foremost, the text must be useful. Redirect your efforts to studying the candidate and their pain points."
Then you will be selling not your vacancy but solutions to the candidate's problems. For example, financial issues or a flexible schedule, part-time work, etc. This is the benefit that will surely catch their attention.
What Makes a Text Better?
1. After writing a text, you can check it against these main points:
- Benefit for the reader.
- Readability (try to remove unnecessary words, shorten sentences, leave only the main point).
- Structure (presence of paragraphs, highlighting the main idea, use of images or other visual elements, if appropriate).
- Form specifics (depends on the communication channels; for example, emails and Instagram posts are formatted differently).
Writing a text is not an end in itself
The main goal is the benefit we bring to the person. If this can be done through one phrase, picture, diagram, infographic, or video—do it.
2. Email Subject Lines:
- Conciseness: up to 35 characters.
- Benefit (the person should understand what they will get by opening the email).
- Without excessive punctuation (concerns Caps Lock and many exclamation marks).
- Personalization (include the name, if possible).
- Emojis (statistically, emails with emojis are opened more often).
3. Other Features:
- Context: when, where, and under what conditions the reader encounters the text.
- Sender: who are you to the reader?
- Authority and reputation: a well-known company, a respectable sender.
- Useful action: the text addresses the reader's pain or problem.
- Visual design: clarity, structure, illustrations.
- Clarity: accessible and well-explained information.
Thus, copywriting for recruiters is not just about writing standard texts with magic words. It's about finding a unique approach to each candidate and understanding their needs. And remember, the best text is the one that brings real value to your readers.
