We live in a world where expert marketers can convince us of just about anything. Whether it’s a new phone, a new toothpaste, or a new job – using just the right words can make us believe it’s a must-have we don’t want to live without.
Getting people enthused about any proposition is part art, and part science. Earlier this year, Yale University psychology researchers released the top ten most powerful words that marketers use to influence people.
The most powerful one of all is, not surprisingly, “You”.
The next most powerful word: Results. The study found people like reason to believe.
“Love” makes the list, as does “discover” and “new” since people crave a sense of excitement and adventure. Yet the study shows we also need reassurance which explains why “proven”, “guarantee” and “safety” are included in the top ten. Finally, “save” and “health” appeal as these words connect with our desire to have money and be healthy.
Still, even though we know how to talk a good story, the recruitment experts at The Bagg Group urge their clients to never “sell” a candidate on a job. Instead, simply keep to the facts, and tell it like it is.
We have both the “results” and “proof” that this works. And that’s not marketing gab. At The Bagg Group, we’re renowned for our 98% stick rate for candidates. A big reason for this is because we never spin anything. We ensure our candidates and our client make informed decisions based on facts – not fantasy.
Now, a new study confirms candidates who don’t get a true depiction of a job feel misled and resentful almost as soon as they start work.
A recent survey of 2,300 workers and 250 staffing directors in 28 countries who were hired in 2012 found the majority were disillusioned.
Their number one complaint: “The hiring process failed to paint a realistic or accurate picture of this job.” It just wasn’t what they thought they’d signed up for.
Here are two key findings of the study by US HR consulting firm, Development Dimensions International that quantify how it backfires to embellish a posting:
- 51% of respondents had “buyer’s remorse” after accepting a position.
- 88% of the recent hires said they are already looking to make a change.
But there is good news. The study confirms what our follow-up with candidates and clients shows: People who accept jobs based on an accurate picture of it are more confident in their decision, more highly engaged, and more committed to staying long term.
We passionately advocate for straightforward no-fluff honesty in the interview room. At The Bagg Group we make a point of discussing with our clients the challenges, as well as the advantages, of a position and the company culture. That’s how we can source the right fit. It’s how we’ve managed to place almost 60,000 happy people in full-time, contract and temporary positions over 40 years.
When push comes to shove, hype can get us only so far – it may get us into the office, but only the truth will keep us there.