As a copywriter / marketing type, it naturally follows that I frequent coffee shops with alarming regularity. Whilst this affords me a much needed caffeine-injection on a daily basis, it also hands me the opportunity to see first-hand a variety of internal recruitment advertising employed by various coffee shops.
In Costa Coffee this morning, I took my place in the queue alongside the ranks of pre-caffeinated, suited zombies, when this great piece of copy caught my eye:
Clean, simple and not over-complicated: this strapline is much like the Americano I ordered upon reaching the till. ‘Thrills (not spills)’ is a fantastic piece of copy that plays on a famous phrase connoting excitement, as well as tying in nicely with coffee and the job itself – ‘no spills’ (which is more than can be said for the unfortunate Robert Green).
Examples of copy written for products, goods or services will often be some of the most creative, effective and impressive writing out there, but at the end of the day, its purpose is simply to convince someone to purchase a commodity.
Conversely, when writing copy for recruitment, you are dealing with a much more complicated commodity – people. As part of your writing remit, you are in fact asking them to invest in a much more long-term relationship than simply buying an, ultimately disposable, product. With this premise in mind, it naturally follows that recruitment copy should be even more evocative, appealing and creative than advertising copy for consumer goods – so why isn’t it?
So many recruitment ads are tired, clichéd, introspective and show little signs of any significant creative input, or indeed, genuine call-to-action appeal. As surprising as this is, there’s no denying that this is still the typical modus operandi of several recruitment copywriters – which is why those switched-on to the intricacies of this market will inevitably succeed while others flounder.
Costa Coffee should be lauded for some clever, appealing and imaginative copy. This well written piece of advertising illustrates how businesses employing persuasive copy instantly connect with their target audiences, which will always result in huge perks for their recruitment campaigns – as well as their brands.