Category Archives: Advertising through pictures

Turning a scare into a learning curve

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It’s been a while since I’ve started to look for a job in London. I am particularly interested in joining a big organisation for many reasons. Most likely for the same reasons other graduates are interested in applying for the big guys: reputation, training and progress opportunities, money, work environment.¬† Each day I find myself spending hours in front of my laptop’s screen, reading job descriptions, writing cover letters and sending¬† emails…also praying to the Almighty that someone would call me.

So, today I got on company A website, clicked on careers and saw that they openned their applications for the 2012 graduate scheme. Oh, the joy! I started to read about the scheme and noticed they also had a one-weekend boot camp. The best thing about it was that successful participants would skip the so many steps in the recruitment process and advance to the final interview for the graduate scheme. Which is not a common thing to find. The more I was reading, the more eager I was to apply. I created myself a nice user and a hard-to-remember password and started the process. I could tick a handful of benefits with such a job: the company is pretty notorious for their consultancy services, they say so too; a boot camp at company A is the cat’s pyjamas in terms of experience, and I would get to learn so many things and meet so many people; salary is enough to feed my 11 unborn kids; work environment…hard to tell from a website…or is it?

As I was starring at the screen reading joyfully, I felt I was no longer on the website of a consultancy organisation, but on the community of people who succeeded in their fight against bad hair (I had a totally different and inappropriate comparison, but let’s stick with bad hair) and are now more confident and found the power to laugh again…and again…and some more…

Obviously, these guys were way too happy. Which got me into thinking. Why do organisations put on their career pages pictures with youngsters laughing their teeth out? They don’t give me any feeling of a fun work environment. Especially if it says, right next to the cracked face: “Your toughest test yet”. It’s rather scary! Do these kinds of pictures have an impact on consumers purchases? Or in this case, are job hunters willing to apply, as a result of these advertising practices?

Well, most of the times, the answer is a certain YES! Like it or not, our brains react to these tricks. It’s the beautiful AIDA (Attention, Interest, Desire, Action) I’m talking about here.

A: “Simples!”, as the Russian meerkat would say. The fastest way to grab consumers attention is by posting a catchy picture. Happy faces mean happy place.

I: Company A is well known for recruiting only those applicants hungry to be challenged and to prove they are the best. Therefore, they gain their targeted candidates interest through adding a relevant message, for eg: “your toughest test yet” (see the masochist in the upper right).

D: Next, to achieve their desire, some details are given describing how this tough test would meet the candidates needs, precisely their interest in getting a job where they could learn: “turning a challenge into a learning curve”.

A: Finally, action is strongly encouraged and facilitated by the bright “Apply now” button. Ta-da!!

AIDA is beautiful indeed!

In the end I successfully managed to unglue my eyes from the scarily happy faces and didn’t apply, because I was over-qualified to participate in the boot camp. But, it was worth the shot of adrenaline though…