Job descriptions are dead. Please forgive the dramatics. Let’s talk about what killed them, but first let me touch on why this is important and why I’m discussing it.
We’ve all seen stats and studies that show attention spans are at incredible lows, measured in seconds not minutes, for all ages, but especially for younger adults. Attention spans are so low, they practically don’t exist.
Few if any of us, when presented with a lengthy amount of copy, are going to read it in its entirety. We may skim it. If it is a topic that we’re already engaged in and connected to, a small percentage of us may read it. But most will skim or just ignore it.
And as I’m saying this, I suspect you’re nodding your head in agreement with me. You know this is true.
However, most manufacturers working to recruit more ideal applicants, are still creating and posting endless job descriptions. Descriptions that would be several pages long if printed.
Here is the sad, perhaps frustrating reality: no one is likely to ever read it as closely as the person that wrote it. It doesn’t matter how well it was written; when adults, especially younger adults, see paragraphs of text, they’re moving on.
So, if long-form copy is dead, then surely traditional job descriptions are dead also.
Think about it: All day, every day, we all consume hours of video. We watch sports, we watch news, we watch funny YouTube videos, we watch videos of friends on Instagram and Snapchat, we watch movies and shows on Netflix, etc.
How you describe and share details of your manufacturing jobs and openings needs to evolve, too. You must start transitioning to leveraging video for your recruitment efforts.
Don’t write pages of copy explaining what the job entails; instead, create a video that shows a current employee using your technology and performing the job. Feature interviews with current employees, discussing what they enjoy about working for you, and what applicants should expect during training or once they start, etc.
Video is cheaper than ever to produce, and more desired than ever. It isn’t often that things line up like that, so use it to your advantage.
Sure, you’ll still have some written copy in your job listings. But if you engage prospects with video or other interactive content first, they’ll be infinitely more likely to read it.