This is PART TWO of our four part Recruitment Success series. Haven't read Part One yet? Check it out here: Recruitment Success Part 1: Master the $500,000 Hiring Mindset to Build a High-Performing Team
Your job ad is the first impression a potential top performer has of your business.
It’s not just a list of duties—it’s the "tip of the spear," as Jon puts it, setting the tone for everything that follows.
Most companies miss the mark by writing generic, one-size-fits-all ads.
To win the talent game, you need to know exactly who you’re speaking to—and craft your message just for them.
What is a candidate avatar?
It’s a detailed profile of your ideal hire, just like a customer persona in marketing.
Age, career stage, motivations
Pain points and dreams
Hobbies, lifestyle, work goals
✅ Pro Tip:
If you’re hiring for multiple types of candidates (entry-level vs. seasoned pros), write separate ads for each avatar.
Tailored messaging resonates.
Generic messaging gets ignored.
Most job ads open with boring company descriptions or endless lists of responsibilities.
That’s a mistake.
The most effective ads start by describing the candidate’s situation, goals, and frustrations.
When the right candidate reads your ad, they should feel like you’re speaking directly to them.
Think about it like picking a book:
You don’t read the whole summary—you scan for something that feels meant for you.
✅ Pro Tip:
Lead with emotional hooks:
“Done working for a company that doesn’t get it?”
“Ready to finally be recognized for your skills?”
Compensation is where trust is won—or lost.
Avoid vague, inflated promises like “Unlimited earning potential!”
Focus on clear, specific benchmarks:
“First-year sales reps must earn $120K—or they won't stay on the team.”
If you offer commission-based pay:
Back it up with evidence (strong leads, training support).
Don’t make candidates feel like you’re offloading all the risk onto them.
✅ Pro Tip:
Top performers are drawn to high expectations with clear support—not fluff.
Jon’s team ran a powerful A/B test:
One standard, company-first job ad.
One candidate-first, emotional, punchy ad.
Result:
The candidate-focused ad delivered 13X more qualified applicants—with no extra ad spend.
✅ Rewrite Checklist:
Use short, sharp sentences (text-message style).
Show why your company matters (e.g., veteran-owned, family values, growth story).
Speak directly to the candidate’s ambition, frustrations, and dreams.
When your ad resonates, top performers will raise their hands.
You need to act decisively.
Respond quickly.
Be organized and professional.
Show them from the start that your company is different.
✅ Key Principle:
Great talent doesn’t wait around for slow companies.
If you want elite candidates, you must speak their language.
Stop trying to appeal to everyone.
Start crafting ads that make your perfect-fit candidate feel seen and valued.
Clear, focused messaging doesn’t just fill roles—it builds winning teams.
Stay tuned for Part 3 of our Recruitment Success series, where we’ll dive into how to structure and engage with applicants.
A candidate avatar is a detailed profile of your ideal hire, including demographics, motivations, and pain points—used to create highly targeted job ads.
Leading with a vivid description of the candidate’s goals and challenges immediately hooks the right applicants and makes your company stand out.
Be as specific and realistic as possible. Top candidates want clarity and confidence—not vague promises about "unlimited" earnings.
Start with the candidate’s perspective, use emotional language, highlight real opportunities, and set clear expectations for success.
Different candidates resonate with different messages. Writing targeted versions for each avatar increases response rates and improves applicant quality.