Brochures, not A4

Imagine you’re looking to make a large, important purchase – let’s say it’s a car.

You visit a number of manufacturers’ websites to see what might take your fancy. The websites are well designed, colourful and present the different brands, their vehicles and the detail you need in an appealing manner. Having chosen a make and model, you request a brochure (physical or electronic) that provides the vehicle’s full specification and options alongside well-crafted copy and gorgeously shot photos.

From holiday brochures and estate agents’ property listings to university prospectuses and more, a huge amount of effort goes into presenting products and services in a format that both contains sufficient detail and is visually attractive. It’s fundamental sales and marketing practice – draw potential purchasers in and then provide them with the data on which to make informed decisions.

So why do recruitment consultants and internal talent teams think that one side of poorly written A4 is sufficient when presenting roles?

Alongside your family, house and health, your job is almost certainly one of the most important things in your life so changing roles or companies is a big decision. You need detail, background, figures, evidence and more to make it, wrapped up in a presentation that gives you confidence in the hiring business, its brand and values.

Recruiters all too frequently forget they work in sales to a far greater extent than in HR. And they forget that, regardless of the economic situation, people seeking roles are buyers, not “candidates”.

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