Lately, I can't help but notice bags, cans and boxes of once-forbidden snack foods screaming at me with labels touting "100 calories!" and "same great flavor!"
AdJab explains it like this:
Marketers are, of course, playing up that 100 number as something that will very clearly and quickly resonate with consumers who are counting calories. Product packaging especially has been utilized to play up the finite number of calories inside the wrapper or soda can. A number of new products or packages have been launched to ride this trend's coattails
My point here (and why it's relative to recruiting and attracting talent to your company) is not that "100 calories" is the magic solution to America's obesity problem. That being true or not doesn't matter.
The point is that people in their market believe it's true, and that makes all the difference.
- At the end of the day, these are still snacks.
- At the end of the day, eating more calories than you burn will still help you gain weight over time.
- At the end of the day, as USA Today says it, food marketers are scoring because marketers have hit a nerve with their consumers, and they're responding in droves.
So, when you're marketing your company, or your career openings, how closely are you paying attention to your "packaging"? How much have you peered into the mindset of the person you're trying to hire? What makes them tick? What piques their interest? What do they do afterhours? Where do they dream about going on vacation? Do they care more about benefits than salary, commute or commissions? ...or is it the other way around?
Print your current job-ad off the web (don't edit it) and take it to the person in your company that most-closely matches the person you're trying to hire and ask:
"If you saw this job ad online, would you apply for it?"
Then shut up and take notes.
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