However, there is also another factor that influences the candidate’s decision whether or not to apply: tension. Realize that changing jobs for candidates is a big step. In addition to tension, change of work brings uncertainty and sometimes even screeching nerves. Nicol Tadema says about this:
Job change ranks 18th on the Holmes & Rahe stress scale. For the image: the death of a spouse is number 1. Changing work is therefore really very exciting for people. And you can do a lot of things in your vacancy texts to reduce this tension and increase the chance of conversion, the applicants who apply!
Time for action, then. Because, how do you consciously influence the unconscious brain of your ideal candidate to increase the number of applicants? The tips below will help you on your way. Not just for vacancies, by the way. You can use them in any text that has to convince or with which you want to encourage certain behaviour.
Consciously influence the subconscious brain: 4 useful tips
As you have read above, tension is a major factor in the subconscious brain of your ideal candidate. It is therefore good to first remove this tension in your vacancy text. You do this by being very clear in your text. For example, about the procedure and the closing date. Make it as easy as possible for the candidate by properly managing expectations right away. Make sure your job description answers questions rather than raises them.
2. Note the 3 magic words: but, because and if
In addition to clarity in the text, your choice of words has a major influence on the subconscious brain of your candidate. Words like ‘but’, ‘because’ and ‘if’ have more effect on the experience of a text than you might think beforehand…
With the word “but” the human brain has a direct negative association. You may be familiar with the First Manufacturing Directors Email Lists Dates program. Two unknown people are matched here and enjoy a three-course menu together. At the end of the date they can tell each other if they liked the date enough for a sequel. And then comes the “but”..
Very often you hear sentences like ‘I thought it was a really nice date and you looked great, BUT…’. And you can hear that ‘but’ coming from the beginning of the sentence. A lot of people do this. They start with something positive and then add a “but”. So the brain is also conditioned in such a way that everything for the word ‘but’ is not true. Everything that comes after the ‘but’ also weighs heavier
Also in the hiring process, using a word like “but” can make a big difference. You can use it smarter by reversing the two messages. Just look at the difference in the sentences below.