remote training session to deliver copy quality workshops

After Brexit and the pandemic, and with a record 1.1 million job vacancies, there are severe pressures on recruiters being able to find enough of the right talent. Budgets and employer brands have to work extra hard to ensure they get a bang for their buck. They have to ensure they are inclusive and appeal to the widest possible audience.

For us, one of the most cost-effective outputs is the humble and somewhat overlooked job posting. They’re a critical component to any comprehensive recruitment strategy.

Why job postings matter:

  • 80% of visitors to a careers site start with a job search on Google
  • For 70% of candidates, reading an advert is their FIRST engagement with a company’s Employer Brand. A third of candidates will do nothing further to engage with the employer after reading the job ad before they apply.
  • On average, viewers spend less than six seconds on most adverts.

Creating a well-written engaging piece of copy can make all the difference as to whether someone might apply for a role or not. Whilst like many agencies, we provide copy-writing training for clients around the world to help them write more effective adverts, one aspect which is very different is how we attempt to widen the reach and appeal of their adverts to women in particular. Making sure there are no conscious or sub-conscious barriers.

graph relating to gender equality copy workshop
Gender equality in the workplace

A recent LinkedIn report showed that both genders were similarly interested in new jobs. However, compared to men, women applied to 20% fewer jobs and were 16% less likely to apply after viewing a job. According to Tara Mohr, women thought that the required qualifications were…well, required qualifications. They didn’t see the hiring process as one where advocacy, relationships or a creative approach to framing one’s expertise could overcome not having the skills and experiences outlined in the job qualifications.

Research also shows that certain words and language are deemed ‘masculine’ and off-putting to women.

We’ve therefore designed and run training sessions and interactive quality copywriting workshops with clients to look at both these issues and help their recruiters create really effective job adverts. The positive impact made on the quality of their job listings, and the effect of wider equality and inclusion goals have been significant.