On the Couch With The Chairman: Attracting talent – how to do it when writing adverts?

Here’s a starter for 10 –

‘Two hands are a lot – we’re hiring data scientists, project managers, policy experts, assorted weirdos…’

Dominic Cummings is making a statement not only about the staff he wants but he’s telling us that he is not looking for a ‘type’. He goes on to say that SW1 needs, ‘True wild cards, artists, people who never went to university and fought their way out of an appalling hell hole..’

Of course his blog is not just about Dominic Cummings and 10 Downing Street, but it’s about attracting a different ‘type’- people out of the ordinary who would rarely look at working in government because they do not fit the profile of a Downing Street civil servant or researcher.

Of course, it’s bold copy, but then, when attracting talent, are we too conservative (small c!)? Let’s remind ourselves what David Ogilvy, the bard of advertising, tells us when writing advertisements:

  • When I write an advertisement, I don’t want you to tell me that you find it creative, I want you to find it so interesting that you want to buy the product.
  • On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
  • The more informative your advertising, the more persuasive it will be.

So, maybe 2020 should be the year to sharpen your ad copy!

Here’s Dominic Cummings blog: https://dominiccummings.com/2020/01/02/two-hands-are-a-lot-were-hiring-data-scientists-project-managers-policy-experts-assorted-weirdos/

So, what’s keeping you?


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