Appeal to the masses by using the right words 

Appeal to the masses by using the right words 

Why does one person decide to respond to your job vacancy while another doesn’t even fully read it? How come it always seems that very few people apply? And why do most of the people who do apply not even fit the job description? These are frustrations that many recruiters experience when they post a job online and wait for applications to come in. Often, they receive only a very limited number of responses from candidates who match all the criteria they’re looking for. Sure, for some jobs, good people are scarce, but it also has to do with addressing the right people in the right way. 

Messages aimed at a certain personality 

Governments, political parties and companies all continuously try to reach their target audience using persuasive mass communication, and they all have different reasons to do so. They might want people to eat healthier, to vote for a certain political party or to apply for their jobs openings. And as you have probably already experienced, it’s not easy to reach the entire target group you’re aiming at. Researchers recently found that persuasive mass communication is more effective when it’s tailored to individuals’ unique psychological characteristics. 

The researchers hypothesised that what convinces one person to behave in a desired way might not work for another. In order to investigate whether this idea held true, they conducted a number of experiments using the digital footprints that people leave online to discover specific personality profiles. The results revealed that people with an introverted personality, for example, respond differently to a message than people with an extroverted personality. Importantly, they learned that tailoring the words used in their messaging to these personality traits made all the difference. 

The implication for vacancies

The above research findings are also applicable when it comes to filling vacancies. Before you write your job descriptions, you typically have a perfect candidate in mind. You know what personality the candidate needs to have to be a good fit for the job. So, in order to reach these ideal candidates, you need to use words that appeal specifically to them. Or said differently: that appeal to the individuals’ unique psychological characteristics. That’s easier said than done. What we currently see is that most vacancies only appeal to 40% of the target audience, while we know that this has to be at least 80% to receive enough valuable applications. Additionally, job descriptions often appeal more to men, for example, because they tend to have a more masculine tone of voice. 

The solution Textmetrics offers

At Textmetrics, we use augmented writing to help you become a better writer. It doesn’t replace you as a writer, but it will help you write job descriptions that appeal specifically to your target audience. Our augmented writing tools use artificial intelligence to give you real-time suggestions as you strive to write high-quality content that matches the personality of the candidates you’re looking for. 

What we have seen from the research discussed above is that it is important to use the right words in your vacancies. Our augmented writing software uses algorithms based on artificial intelligence to help you do just that. There are glossaries in these algorithms that offer you suggestions for words to use to address a certain personality type. The software can also detect if you use a more masculine tone of voice -something we often see in job descriptions- and give you suggestions to write more gender-neutral job descriptions that appeal to both men and women. 

In Textmetrics’ augmented writing software, you can select your preferences so anyone who writes a job description using your account will automatically be guided to apply the selected settings. On top of that, you can add organisation-specific rules and guidelines. All the writer needs to do is switch on our cloud-based app and start writing. All the vacancies that you post online will appeal to your desired candidates, giving you more valuable applications to choose from.

Are you ready to implement AI in your recruitment department? Textmetrics is here to help! Get in touch to find out more.

The role of digitization in recruitment

The role of digitization in recruitment

The role of digitization in recruitment

The coronavirus pandemic accelerated the role of digitization in business. Practically overnight, we all had to work from home and find new ways to stay productive. As a result, the use of online applications increased enormously. It can be said that due to the coronavirus pandemic, the potential of digitization is finally being exploited.

We also see an increased use of digitization in the recruitment industry. More than ever, the recruitment sector recognizes the need for automation when it comes to staying in touch with clients and potential candidates. The same goes for the importance of well-written job postings that are easy to find in order to address the right candidates. 

Accelerated digitization within the recruitment industry

For recruiters, the coronavirus pandemic means that they are not able to visit clients as much as they used to, and that job interviews with candidates are now mainly done online. This can be challenging. There is much less or no in-person interaction, which can increase the time needed for the recruitment process and might decrease the efficiency. However, digitization also offers recruiters a number of interesting advantages:

Accelerated automation

Before the coronavirus pandemic, the shortage of talent was one of the biggest challenges recruiters had to deal with. Now that more and more people have lost their jobs, that is no longer the case.  

What recruiters are now faced with are sectors where there is suddenly a high demand for staff. How can recruiters process large numbers of online assessments and job interviews as quickly and effectively as possible? The use of new, automated recruitment techniques is exactly what they need. 

Video calls

Job interviews are an important but time-consuming part of the recruitment process. With face-to-face applications no longer possible, recruiters quickly discovered that there are plenty of useful tools for online interviews, including some that even allow recruiters to pick up on applicants’ non-verbal signals, which is an important aspect of interviewing. 

Using online application tools saves both recruiters and candidates a lot of valuable time. For example, candidates save time and money on travel, while recruiters notice that their time-to-hire is shortened.

More attention for well-written job postings

Recruiters have known for some time that well-written, easy-to-find online job ads are essential for an effective recruitment process. Nevertheless, it was a challenge for many to fit this into their daily work at the office. Now that recruiters have more time—because, among other things, there is less distraction from colleagues and fewer ad-hoc requests when working from home—recruiters are paying more attention to writing advertisements that appeal to their target candidates. In addition to the fact that recruiters are focusing more on writing good vacancy texts, today’s technology can also be a huge help. Textmetrics offers tools that help you make sure that your recruitment texts are well-written, easy to find and fully targeted at the right audience.    

Are you ready to implement AI in your recruitment department? Textmetrics is here to help! Get in touch to find out more.