Recruiting and marketing have more in common than you might think, even though they seem very different. At the heart of both jobs is the goal of selling something to a specific group of people through persuasive communication.
Marketing is trying to sell a product to people, and recruiting is trying to sell a company's culture and job opportunities to people who want to work there.
This means that we can learn a lot about how to engage and attract good talent from people who work in marketing, which is what we do.
To start, let's figure out what "copywriting" is.
You are called a copywriter when you write persuasive, compelling, and exciting marketing materials. These can be things like website content, brochures, email campaigns, social media posts, and more. Copywriters use their writing skills to make arguments that make people want to buy a product or service.
There are 3 types of copywriting:
Web content copywriting
Content writing + microcopy
We, recruiters, write everywhere!
Do you agree with me: Every time we write something, we anticipate some impact. Every time we write something, we hope to persuade the reader - employee, hiring manager, or candidate to do something, regardless of who they are.
In recruiting, copywriting comes into play - Job Descriptions | Job Ads | Emails | In-mails | Outreaches | Media posts | Pitches | Candidate profiles \ Presentations | Blogs | Speech-Scripts | CVs | Cover Letters | Summaries | ATS Workflow Templates | Feedback | Statements | Decks | Handbooks | Policies| Reports | Guidelines | Insights | White papers | Press releases … we write all careers-focused content!
And the success of our copy is based on how our readers react to it, so we must be convincing in our writing. Your words can make a lot of difference regarding how people think about you or your company at the start. The words and tone you use can make or break your chances of being successful or not. You write copy when you want to get someone to do something, and that's what it is about!
The skill of selling with written words is a powerful one.
That is why we believe having fundamental copywriting abilities is an essential skill that every talent acquisition professional, marketer, or founder needs to have. Of course, we learn to write in school, but we suppose most of us paid little attention because we didn't realize how essential it would be for our future.
Obviously, we're not suggesting that we all become professional copywriters, but we're saying that it's an essential skill that is definitely worth mastering.
For the past few years, we have been doing copywriting for several companies. We have noticed that the most common issue that we come across is the inability to write and sell a company story.
We know that it's difficult to be convincing when you can't write, but the good news is that this is something that you can fix. And we're not talking about the obvious, fixing grammar and spelling, but rather about the copywriting techniques that you can learn in marketing and sales courses or by our wearebridge.io visual guideline.
If you want to be a good copywriter, you need to learn the skills below.
1. As a writer, you must know how to write the clear, concise, and persuasive text that will get your point across to the people you want to reach.
2. You should also know how to write in a way that is effective for marketing and use that knowledge in your writing.
3. If you want to be a good copywriter, you also need to know a lot about the role and company you're writing about.
4. You must know enough about your offer to write messages to help people buy-in.
5. You also need to be able to tailor your message to the people you want to reach.
6. Finally, you need to know the language used in advertising and marketing so that you can communicate with your target audience in a way that works well.
So why do you need to learn Copywriting?
Hence, simply answered: You can make a significant impact!
As we all know, we live in a world where we are always under the scrutiny of the public. This means that every piece of content we write is open to the public, and we have to be careful what we write.
Copywriting can help you to reach a broad audience. Whether on your website, social media, or even email marketing, you can reach out to a large audience. You can create content with a certain message that you want to get across to the public. With this, you can make a significant impact on your audience.
That is why you have to be able to write compelling copy, and that is what copywriting is all about.
When you can write compelling copy, you will be able to get your message across, and you will be able to persuade your reader to do something. But, again, this is something you can't learn by just reading about it in a book or in a blog post.
When you can persuade people to do something, you can do it repeatedly. You can do it for your clients, your company, your audience, and your team.
Copywriting basics can be learned through online courses and tutorials, like ours, that can help you learn how to write better copy. But the best way to learn how to write copy is to do it. Skills needed to write copy: creativity, grammar, and marketing.
So if you want to improve your business's bottom line, you might want to invest in good copywriting skills. It will be worth the money!