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What can slang, references to “you”, straightforwardness or creativity in employer texts say? What should the applicant pay attention to to find a company that is close in spirit and values?

HR branding expert, ex-head of the consulting center at HeadHunter Elena Rusanova talks about how to make the text of the vacancy reflect the culture and essence of the company.

With the consent of the author, we publish tips.

1. Formalism and clericalism in the texts
Memorized, impersonal, formal phrases: a friendly team, a stable salary, and so on.

This indicates either a formal approach to texts like “there was no time, they wrote and copied standard phrases, like everyone else does”, or it directly reflects a formal bureaucratic corporate culture.

2. I (we) -version in texts
For example, like the “Button” service for entrepreneurs:

You will need to communicate a lot with clients, start experiments, inspire developers and accountants.
Through a direct appeal to the applicant, the company establishes a dialogue, communicating with him on an equal footing. Typically, this approach is close to companies with democratic values, a free and open corporate culture, or organizations that strive for this.

10 rules of negotiations with the future employer.

3. Emphasis on care and assistance through verbs
Pay attention to the text of the fast-food restaurant chain Dodo Pizza: “We don’t care what kind of education you have. We will teach everything, you only need a desire ”or“ We will help you choose a convenient schedule. ”

Phrases are built on action, not just “you get”, but “we will help”. This presentation conveys a culture of caring and mentoring in the company. Emphasis on action and mutual support.

4. Many English terms and professional slang in the texts
For example, “I’m looking for some PHP developers in my team. If you know what to do with the legacy code and the scout rule, give in! ”

This wording is great for a narrow target audience. Talks a lot about inner culture. Most likely, this is a young team with a love for the new.

5. “Tone down”
Real text on company page:

Instead of asking to fill in the column “About the company”, take the trouble to go online and familiarize yourself with the profile of the company’s activities, only after that send your CV to fill vacancies.
Uniquely signals the characteristics of the culture. Perhaps “centricity” in top positions and disrespect for employees of a lower rank.

6. The appeal to “you”
Often found in IT companies and startups. As well as in companies with democratic attitudes or focus on young professionals when recruiting for internships and practice. For example, the Forex broker Exness:
“You are a stone’s throw from working in Cyprus.” Reflects the type of culture: everyone turns to “you”, even to the leader.

Suitable for generations Y and Z. Generation X, and especially baby boomers, are not always easy to perceive. If you are recruiting older candidates, select another appeal.

7. Call to action
Become the best! Learn new! Create! Live bright! As in the texts of the BeauTeam holding. This approach reflects an active position: act, or you will lose. Peculiar to companies with a proactive culture, focus on growth and development.

Successful and not very examples of HR-branding texts. 0

Water does not flow under a lying stone, so everything depends on the person himself. Compare with companies where they talk about stability, reliability and what the company provides, rather than what the employee should do.

8. Tough but honest
The text can be a little provocative. It directly and honestly says who is needed in the team, and who is not suitable. Without halftones and constraint. They can similarly describe the scope of activities, projects that will have to be addressed.

For example, any text of a financial startup Revolut. Immediately indicated a clear business position, attitude to work. Most likely, such directness and honesty in the texts is the position of the leadership. And hence the ideology of the company. Without intrigue and secret passages.

9. Metaphors and figurative expressions in texts
They evoke a memorable association with the candidate, which is what the employer wants. For example, “with us there is something to fly” with the Belarusian IT company instinctools.

Immediately adjusts to a certain intellectual level, creativity and a special way of thinking. If the candidate does not understand the meaning, then this is not your candidate. Suitable for companies that are associated with highly intelligent work and creativity.

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