Mastering the Art of Scannable Copy in Recruitment

This article delve into techniques for creating scannable copy, such as using clear layouts, bullet points, and white space to make the text inviting and easy to read.

You know, the kind of writing that's super easy to read and gets straight to the point? Yeah, that's the ticket to grabbing the attention of those busy-bee candidates who are just skimming through a sea of job listings.

Why scannable copy rocks in recruitment

First off, let’s face it, nobody's got time to read through a swamp of words anymore. Especially not top-notch candidates. They’re busy, they’re in demand, and they need info fast. Scannable copy isn’t just about being brief; it's about being smart and strategic with your words and layout

"On the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely."- Jakob Nielsen.

The magic of white space and bullet points

Okay, so here's the deal: white space is your best friend. It’s like giving your reader a little breather between thoughts. You don't want your job ad looking like a wall of text – that’s a surefire way to get it ignored. Use bullet points to break things down. They’re like little signposts that say, “Hey, look here, this is important!” Plus, they make your key points pop.

• Use ample white space to avoid overwhelming readers with dense text.

• Break down complex information into bullet points for clarity.

• Highlight key responsibilities and qualifications with bullet points.

• Ensure bullet points are concise and to the point, avoiding lengthy explanations.

• Use white space to separate different sections for easier navigation.

Layout is key

Now, about your layout. Think of it like arranging furniture in a room. You want it to flow nicely, right? The same goes for your copy. Arrange your words and sentences in a way that guides your reader through the info, without them getting lost or overwhelmed. Janice Jacobs, in her guide "The Lousy Writer's Guide to Writing Persuasively", talks about how crucial a good layout is for promotional copy. She’s spot on! It’s all about creating something inviting that makes people want to stop and read.

• Arrange information in a logical flow, like a story.

• Use headings and subheadings to organize content effectively.

• Ensure the layout is mobile-friendly, as many job seekers use smartphones.

• Keep the most critical information (like job title and company name) at the top.

• Use consistent formatting throughout to maintain a professional look.

Keep it clear and crisp

In my digital book I emphasize, copywriting in recruitment isn’t just about filling space; it’s about conveying your company’s unique vibe and what you’re looking for in a candidate. This means no beating around the bush. Get to your point and do it with some pizzazz.

• Avoid jargon and technical terms that may confuse non-specialist candidates.

• Write in an active voice to make the copy more engaging.

• Be direct and straightforward in your language.

• Use strong verbs to convey action and responsibilities.

• Keep sentences and paragraphs short for ease of reading.

Using visuals wisely

Now, don’t forget about visuals. They’re like the cherry on top. Use images or graphics that relate to your message. But remember, they’re there to support your words, not overshadow them. Think of them as visual aids that enhance your story.

• Use relevant images that reflect the job or company culture.

• Ensure visuals are of high quality and professionally represent the brand.

• Use infographics or icons to represent benefits or requirements.

• Avoid cluttering the copy with too many visuals.

• Align images with the text for a cohesive and structured look.

Keep it real

Last but not least, keep it real. Write like you’re having a conversation. No need for fancy jargon or corporate speak. Just plain English that’s easy to read and understand. Trust me, your candidates will thank you for it.

• Write as if you're speaking to the candidate in person.

• Use a friendly and approachable tone.

• Share real insights about the company culture and team.

• Be honest and transparent about what the job entails.

• Encourage candidates to apply by creating a welcoming tone.

Wrapping it up

So there you have it! Scannable copy is all about being clear, concise, and user-friendly. It’s like giving your reader a map with clear directions – much better than leaving them in the wild without a compass, right? Give these tips a whirl, and watch your recruitment game level up!