RantanenSusanna How to storify your job posts

What is storification and how to storify your job posts?

What is storification and how to storify your job posts?

I’m big on stories. In fact, us human beings are all big on stories. As it happens, our brains cannot really handle information in many other formats than in the story format. I created a formula on how to storify a job post to appeal to your perfect candidates.

What you can pick up from this post is how to improve the copy content of your next job post.

What is storification?

Storification means turning your content into a format of a story. Storytelling is intuitive for us humans. It’s something we’ve been doing for 2000 years. Story is a sense making mechanism for our brains, says Donald Miller from StoryBrand.

A typical business communication copy (text) is very engineering oriented, full of facts and details. It comes out as a bit of a show off: we know so much about this topic and we’re going to implant it all in your face. Same goes with a typical job post: it is full of needs, requirements and wants of the company.

A story is meant to appeal, resonate and inspire the audience. You take out most of the facts and little details, and focus on appealing to the audiences’ problem. Make them the star of your story, the hero character, and let them know how you can guide them to win in the end.

Storification formula for your job post

We’ve done recruitment marketing for our customers since the early days of my entrepreneurship. As an HR professional, I’ve done my share of writing job posts over the past 15 years. You can say, I have experience in it.

I was fed up with the typical job post format. So I decided to do something about it. I structured the copy into a path, where the content walks the potential job candidate from start to finish, hand in hand. The job candidate is the hero, they have a career related problem and your job offer and company culture offers them a plan to solve that problem.

You might assume the obvious call to action will be “apply for this job”. And of course, it is a clear call to action in my job post formula. But before the final call to action, the copy content must let the potential job candidate to evaluate whether they, your vacancy and your company culture are the best fit for each other. Only after that comes the final call to action. And that call to action may as well be “not to apply for this job”.

7 steps in the copy content of a job post

This formula I created is a formula we’ve successfully helped our customers in hundreds of recruitment cases over the past 7 years of my entrepreneurship. It works.

Here are the 7 steps to take when formulating the copy content for a job post:

  1. Communicate your information from top to bottom from the most news worthy to the least news worthy information.
  2. Each stage of the job post must resonate with the potential candidate and keep their interest level up for them to continue reading (if they are the right candidate).
  3. The copy must appeal to their need, the problem.
  4. The vacancy and your company culture form the plan for solving the career problem.
  5. Next you must make the reader to decide whether your plan is the right plan for their career problem.
  6. The goals, objectives and what you offer in exchange to delivering the results will be the vision of success, and will result in an application for the job.
  7. If they do not see themselves working the way you work towards the goals you specified, they should choose not to apply for the job.

Please note, when you make the job candidate the hero and your vacancy & culture the plan, you should not use words like “we require, we need, we want”.  A regular job post – still to date – is very much about the needs and the wants of the hiring company. Your hiring success will be about what you have to offer to solve the career related need of the perfect candidate. Your perfect employee will then help you solve the problems of your customers.

What do you think?

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