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Posted August 08, 2013 by

How to Write a Persuasive Job Posting Ad

Peter Weddle

Peter Weddle of Weddle’s

Guest Post by Peter Weddle

In his 2006 book Influence, Robert Cialdini identified six sources of persuasion. They are involuntary responses that come from deep within our psyche. While all can play a role in recruitment, one is particularly important in today’s hyper-social environment. Psychologists call it “social proof,” our predisposition to follow the lead of those we know and trust.

It’s no secret that the War for Talent has morphed into a battle for the best talent. And, it’s also no secret that the best talent have attributes and characteristics that are different from everybody else.

First, they are almost always employed. In order to recruit them, therefore, we have to convince them to do the one thing we humans most hate to do: change. We have to convince them to go from the devil they know (their current employer, boss and commute) to the devil they don’t know (a new employer, a different boss and a strange commute). (more…)