The mistake that most recruitment makes, and how you can fix it.

The majority of employers and agencies approach recruitment as if a candidate's first step is to apply.

It isn't. Their first step is:

1/ Problem awareness.

That problem may be unemployment, an uncertain job situation, a bad boss, limited career progression or money.

These are often people who are actively looking for work and they'll see any role that solves their problem as an opportunity.

Many of these are brilliant candidates, who may get in touch with you just because of your vacancy.

But if your adverts aren't working who else should you be appealing to?

The problem unaware, the problem ambivalent and those who accept a compromise.

Many of these are caught in a combination of career inertia, Stockholm Syndrome and Region Beta Paradox (see my article in the comments if you're interested in these areas of psychology in recruitment).

They may well come to see your role as the right move for the right reason, if you engage them in the right way.

But your messaging doesn't do this.

When your advertising talks about brilliant and unique opportunities, market leaders and innovation, what problems does that address?

Besides every vacancy is these things, according to 99% of adverts, therefore none of them are.

And if you assume a public advert is the archetype of your message, it's likely to be just as ineffective everywhere: in your DMs, phone calls, pitches, interviews, job offers.

All you need do in your messaging is address the issues and problems the most unaware of candidates have, and that message is effective for every level of problem awareness.

Put your candidates needs first, and this informs everything you do in recruitment. In service of filling your vacancy.

It means moving from a system focused on transactions, speed and volume, to one focused on the person you need to employ.

A minor shift and one which has a fundamental impact on how you recruit, how you bring people on board, and how you retain them.

What are the problems your ideal candidate may have that your vacancy solves?

Articulate that and you'll find recruitment simpler.

If you're a UK employer and need to see a better return from your recruitment, maybe we can talk.

Not all recruitment is the same.