Browsing Twitter recently I came across a pretty senior level role for a prominent UK organisation. Nothing unusual there. But, upon reading through the job advertisement it soon became apparent that no thought whatsoever had gone into its make-up. Indeed, this job post was over 200 lines long and consisted purely of dull cut and pasted content taken straight from a job description.
I decided to ask the advertiser why, as a leading light in their field, they saw fit to post such a cold, dull, boring, verbose and totally unappealing piece of text and suggested that it would be the equivalent of a leading vehicle breakdown recovery service driving around in a 20 year old jalopy.
Their response? "Our current CMS doesn't give us much flexibility with internal job ads".
So there you have it folks. The next time you see a soulless piece of copy purporting to be a job advertisement when in fact it has no allure or creativity about it, you'll know why - technology simply wouldn't let them be original or creative! Or maybe they simply chose not to put any thought into the message they were putting out. But, should that be the case? Or should advertisers perhaps start reclaiming the higher ground from technology and think more about how they actually address their target audience, as they used to before the cut, paste and click age came along? After all, whether you want to sell the most cars or holidays or attract the best people, you surely need to have some kind of 'sell' going on, not just state the cold dull facts, don't you?