Copywriting is one of the key skills and most critical elements in modern employer branding and other talent marketing.
You need copywriting skills in all the messages and content you produce for employer branding and other talent marketing.
Writing for a business purpose is different from writing for fun or for no purpose at all.
Talent marketing aims to sell the idea of becoming immediately or eventually employed by a specific organisation. To achieve that, you need good copywriting skills.
What is copywriting?
“The goal of advertising is not to be liked, not to entertain or win awards. It is to sell products. Visuals are gaining popularity but words are still a communicator’s most precious commodity“, says copywriting expert and author Robert W. Bly.
Copywriting is the art of putting words together in ways that win attention, communicate a clear message, and persuade the audience to take action.
The digital era has impacted old-school copywriting heavily.
Before social media, blogging and content marketing, copywriting was all about advertising and done by the rare and few.
These days everyone can post whatever they like online and getting your message across has become increasingly difficult.
We also need to write good copy in long forms for articles and blog posts and in the short form for social media posts and social media and Google adverts. And believe me, there is a huge difference in writing long or short-form copy!
Why are good copywriting skills vital in modern employer branding?
Modern employer branding consists of active content and social media marketing. Can you imagine producing content without writing anything? No, I can’t either!
When you think about talent marketing and communication, we need great copy in many places:
- on our career site content
- employer brand messages
- employer value propositions (if you still use those)
- recruitment marketing messages
- job posts
- social media posts
- career stories and articles
- internal communication,
- and in all the emails we write to our talent audiences.
In employer branding, great copywriting is vital because there is no quick reward for the audience other than what’s in the message. It is different in recruitment marketing where an interesting vacancy can be enough reward to act even on a lousier message.
Writing in the times of information overload
We all know how difficult it is to win the audience’s attention these days.
There are simply too many commercial messages and content circling around. Too many adverts asking us to do this and that.
How do we choose which post we stop to read or which link we decide to click?
First, our attention stops at the visual part of the message. What does it communicate to us and is that message appealing enough to read the headline or the first one or two lines of copy?
If the message was compelling, the copy succeeded in its job. It won our attention and communicated a message that seemed interesting to us. If we clicked a link or read the entire post, the copy persuaded us to act on it.
Those who write copy for employer branding should regularly check out the analytics for the copy you write and post. Does what you write do its job?
So what makes a good copy?
Good copy catches attention, communicates the intended messages and persuades the audience to act on the message.
There are a few specific areas copywriters pay attention to.
- Headlines – Do they catch attention and offer new or helpful information or promise some sort of s reward? Does your headline communicate what’s in it for the reader?
- Clear copy – This is the body text. Does it communicate what the headline promised? Is it written in a language the audience understands? Are the most important points in the beginning?
- Short sentences – Simply because short sentences are easier to read.
- Simple words and terminology – Too many people writing for businesses mistakenly believe being clever, funny or using big words convinces the audience. No, it doesn’t. No one resents the ease of reading.
- Conciseness – Best copy consists of everything that matters and leaves out everything irrelevant. Unnecessary words are simply a waste of space and everyone’s time.
- Be specific – Getting to the point fast is key. People are restless readers these days. Our attention span is shorter than ever. If you can’t get to the point fast you’ll lose your audience. You need facts and descriptive words touching the emotions of the reader. They need to be able to see and feel your offer in their minds.
- End with a call to action – Writing for business has a purpose. What do you want the reader to do once they finish reading your text? If your copy was compelling, your reader is likely to want more.