In this episode, Marcus Edwardes speaks with Mitch Sullivan, trainer and recruiter known on LinkedIn for his biting wit and take-no-prisoners approach to the recruitment industry, social media, and his passion for copywriting.
Mitch created the online training course, Copywriting for Recruiters, and is the author of On Recruitment, a book chock-full of wisdom and best read within easy reach of a six pack or a glass of wine.
Listen in as Mitch shares his unique approach to gaining a massive following on LinkedIn; how to maximize attention, interest, desire, and action in direct response advertising; the problems with contingency recruitment; and the four key areas to turn clients (hiring managers or companies) to retaining a recruiter.
What You’ll Learn in This Episode:
● [02:26] How Mitch amassed over 40,000 fans on LinkedIn
● [05:25] Producing engaging content on LinkedIn
● [07:46] Mitch’s most successful post
● [10:03] Has Mitch ever crossed the line with a post on LinkedIn?
● [14:36] Mitch’s ROI for his social media efforts
● [18:02] The principles behind Mitch’s course, Copywriting for Recruiters
● [23:20] The current state of copywriting in recruitment today
● [27:51] Selling yourself to the best candidate
● [31:50] The importance of outreach to the copywriting process
● [33:53] Writing a job ad that cuts through the noise
● [42:14] Contingent versus retained
Key quotes:
● “If you’re consistent in how you write, prepared to use wit and sarcasm from time to time, and you never, ever say anything that you couldn’t back up, you’ll go far on LinkedIn.”
● “Clickbait only works if what comes immediately after the clickbait title or headline is something that relates to it.”
● “If you want to get more of the right people with the right qualifications responding to your ad, email, or social media post, you’ve got to immediately tell the reader what’s in it for them.”
● “Recruiters have got to change their thinking. It’s not about being a good writer—it’s about being a good thinker.”
● “All of the heavy lifting in recruitment is done in either attraction or assessment.”
● “The only way the industry is going to regain or discover some respect is by acting more like ad agencies and only taking on work that they’re capable of fulfilling and being paid on.”
Resources Mentioned:
● mitch@fasttrackrecruitment.com
Today’s Sponsor:
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