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  • Writer's pictureEva Baluchova

It's about them not about you - understand your audience and write to them.

"Know your audience" is a phrase in every marketing blog post ever written. And this term has become so overused that it has lost any significance. Do you know what it even means? Do you know who the people you're trying to reach with your message are?

And don't get me wrong— it's critical to know your target audience because knowing your target helps you craft the perfect marketing message.

But just advice "Know your audience" is probably not very useful, right?

Take a breather before continuing.

You will never be persuasive if you don't understand what your audience expects! So make sure you really take your time to get to know your audience! You will never acquire all of the information about every individual. But there are general everyday things, behaviors, and traits you can be certain about. For example, your audience doesn't like to read at all. They don't know your subject or intentions or don't want to know either. But, they want and need to be hooked.

But what is the other information you have to know about your audience? In, we learn from different disciplines, for example, from Sale's McClure's pirate model. This model can give us a simple framework of questions that you can start with when researching your audience.

  • How do CANDIDATES find you?

  • Do CANDIDATES have a great first experience?

  • Do CANDIDATES come back?

  • How do you make THEM APPLY?

  • Do CANDIDATES tell others?

From employer branding practices, you should be able to answer the following questions:

  • Why should CANDIDATES read about you?

  • Why should CANDIDATES apply or respond to your email? Nonetheless, why should they work for your company?

  • Why should CANDIDATES give their best in the recruitment process?

  • Why should CANDIDATES come back to you?

  • Why should CANDIDATES recommend you to somebody else?

Can you try to answer these questions? Take a pen and paper and write your answer down. If you are unsure how to respond, try to answer for yourself. How did you find your current company, and why did you read about it? Why did you join? Why do you stay? Why do people leave? Why do you keep doing your best? Why would you recommend your employer to your friends?

Remember: You can't be seen if you're not talking clearly while delivering your message. But you'll do it correctly only if you understand what your audience is and what they want because only by doing so will you be able to build an emotional connection with them.

By understanding them, you get them to feel and perceive things a certain way when browsing your career website. Telling your audience how good you are and how much they will gain from working with you isn't enough. You must also anticipate and overcome their objections one by one. You must reassure potential employees. What were the challenges visitors faced in applying for or joining your company?

Written words can make readers feel eager to want to check something or want to take action right away. Copywriting can benefit your business goals in unexpected ways if it is done correctly.

Final Tip: Make a list of your potential reader's objections. You simply want to be as thorough as possible. Then, you can decide whether or not you need to address each complaint in your copy.

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