Here’s a quick math problem: How many people will your business hire in 2021? What is your average number of applicants per requisition? Great. Multiply them together. What number did you get?
If you’re at a pretty big company and you factor in anticipated turnover and regretted attrition (oh, the euphemisms!), you might need to hire 5,000 people. If you generally get 100 applicants per requisition, that means you need to get 500,000 people to apply. Your target audience is half a million people.
When you think of that number, it probably feels pretty big, right? And when you think of that number, do you think of… a Wyoming of people? 500,000 is such a big number, it feels like… everyone.
But “everyone” is 7.8 billion people, which, is a looooong way from 500,000 people. Sure, standing in the middle of them, 500,000 people feels like everyone. But you’d need another 15,000 Wyomings to include “everyone.”
So, maybe not everyone.
Here’s why I bring this up. When you get to work today, do the math and figure out what your “big” number is. This time, instead of multiplying the number of hires with the average applicants, maybe just multiply it with the average number of interviews per requisition.
You don’t actually want “everyone” to apply, so stop trying to talk to “everyone.”
Even in that big company, you’re talking about 20,000 people, not half a million. That’s not so bad. You can get your head around 20,000 people. At any given time 20,000 people are enrolled at Southern New Hampshire University. You can get more people at a county fair or good-sized art fair.
Can you think of some things that all 20,000 people have in common? Is it a kind of motivation? Is it a way of working? Is it something they care about? Is it an approach to problem-solving or a mission?
Got it? Congrats. You now have the best foundation for your recruiting messages.
When you think that your messages need to reach and resonate with “everyone,” your messages will suck. They will flop. You know what everyone has in common? Nothing. They can’t even agree that the world is round.