Copywriting: The Essence of Job Recruitment

The evolution of work after the COVID-19 pandemic has led employers to rethink their hiring strategies.

“On a global scale, three out of every seven companies report difficulties hiring the talent they need. This is the highest result in 16 years, according to the Manpower Talent Shortage Survey 2022,” said Alberto Alesi, Director General Mexico, Caribbean and Central America, ManpowerGroup, to MBN. “In Mexico, 64 percent of employers report difficulties finding the talent they need for their organizations.” 

The cause for this phenomenon is the lack of a thorough recruitment process, adds Alesi. Gustavo Linares, Founder, TalentHow, suggests that a comprehensive hiring process can help the company save money, time and effort. He also said that with the labor market being tight, it is important to do screening calls, practical tests and even reference checks. 

According to LinkedIn, recruiting and marketing have more in common than one could think. At their core, they both aspire to sell something to the target audience through persuasive communication and compelling experiences, making copywriting part of their essence. 

In job recruiting, engaging writing is essential to catch the reader’s interest and attract the right talent. Karren Herrera, PR and Editorial Manager, Kueski, told MBN that “the correct balance between SEO and copy, creativity (without overdoing it), proper formatting and no exaggeration, with compelling narrative, creates a conversational copy.” Furthermore, she emphasized that the use of concrete data and conciseness makes for more persuasive content. HR professionals must also be wary of unintentional biases that may creep up when writing job descriptions, thus deterring the talent from applying to the position. 

Mind Tools reports that good copywriting helps the candidate to understand their role, and responsibilities and provides a clear basis for performance evaluations and professional development. “A well-written job description helps you to establish your place in your organization, and to align your goals and objectives with those of your team and business. It can also help you to spot opportunities for career development,” reports the article.