One Day Training for Online Copywriting

Objective

As a leading specialist recruitment consultancy, Macdonald & Co are heavy users of online recruitment, and were aware that the quality of their online ads could affect response significantly. They were also aware that recruitment via websites and job boards is increasing, and wanted to maintain their competitive advantage to benefit both their clients and candidates.

Methodology

After discussion with senior managers and the head of marketing a one-day training course was proposed to meet the needs of the recruitment consultants most often involved in creating online copy. The schedule for this highly practical day included:

• Understanding seekers and browsers view - and filter - online content
• Learning proven techniques for producing attention-grabbing copy
• Filtering out unsuitable applicants through better language and terminology
• Formulating a proven house-style for future campaigns
• Exploring proven methods for generating creative ideas
• Practising all of these new techniques using actual job descriptions
  

Results

The training course was delivered and managed by Craig McGregor, one of Enhance Media’s expert associates, and a well-respected copywriter, consultant and coach.
In addition to the training itself Enhance Media provided a bespoke course manual and one month’s email support for all participants, to answer any post-course queries and assist with action points generated by the session.

All 12 consultants and managers attending the course had the chance to practise new skills, and agreed that the day was very inspiring and highly practical. The course is now planned to run again until all the relevant staff have benefited from this expert input in a crucial business area.

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