Will Have To Deal With

In addition to clarity in the text, your choice of words has a major influence on the subconscious brain of your candidate. Words like ‘but’, ‘because’ and ‘if’ have more effect on the experience of a text than you might think beforehand…

With the word ‘but’ the human brain has a direct negative association. You may be familiar with the First Dates program. Two unknown people are matched here and enjoy a three-course menu together. At the end of the date they can tell each other if they liked the date enough for a sequel. And then comes the ‘but’…

Very often you hear sentences like ‘I thought it was a really nice date and you looked great, BUT…’. And you can hear that ‘but’ coming from the beginning of the sentence. A lot of people do this. They start with something positive and then put a ‘but’ in it. So the brain is also conditioned in such a way that everything about the word ‘but’ is not true. Everything that comes after the ‘but’ also weighs heavier

Also in the hiring process, using a word like ‘but’ can make a big difference. You can use it smarter by reversing the two messages. Just look at the difference in the sentences below.


Other ways to use ‘but’ in text is to cut up long sentences and make them easier to read.

My advice? Delete the word ‘but’ from your text as much as possible to remove the negative charge. Make shorter sentences. Optionally, you can replace the word ‘but’ with the word ‘and’, to give it a positive twist.

Behind ‘because’ everything is correct. At least, that’s what our brain thinks. And that is not for nothing. This came about when at the age of 3 we got an answer to every question in our why phase.

An experiment at an American university has shown that the word ‘because’ adds a lot of value to a sentence, even if it is followed by a nonsense reason. The experiment went like this:

There is a long line at a copier. The question to be nominated was asked in three ways:

  1. Can I use the device?
  2. Can I use the device because I need to make copies?
  3. Can I use the device because I am in a hurry?

No less than 94% of the people gave the test taker the lead when question 3 was asked!

The word ‘because’ gives your text extra magical power. Do I recommend stating a nonsense reason in the vacancy text? No. Use the word ‘because’ and follow it with something that moves the target audience. For example, ‘You choose this job because you immediately receive a contract for an indefinite period’ or ‘This employer is interesting because you have plenty of development opportunities here’. After all, everything after the word ‘because’ makes sense in our brains.


The word ‘if’ makes everything possible. This word removes all obstacles and resistance from your candidate. So it is very powerful to use the word ‘if’ in your job posting. Because what ‘if’ you have found your dream job’?

You can use the word ‘if’ very well to help people remember a role they already fulfill. You can also do this in your vacancy texts. If you are looking for a creative communication advisor, you can directly address this creativity in your vacancy text. ‘As a creative communication consultant, you naturally want all the space you need to give shape to your ideas. You get that space at our organisation/our province’ is a good example of this.

An additional advantage: your vacancy texts help you with the preselection. You address candidates who recognize themselves in the profile you described. And let that be exactly what you are looking for as a recruiter!

3. Magic with numbers

Numbers can make a vacancy text very concrete. And let’s be honest: we simply cannot ignore the salary within a vacancy text. Research has shown that 78% of job seekers are less likely to apply when the salary is missing in the vacancy text. So you can’t get away with a ‘market-based salary’ for a long time now.

Various studies have shown how sensitive our unconscious brain is to prices. For example, it appears that the use of currency signs can induce price pain in the reader. In our brain, the same part of the brain becomes active as when you hit your thumb with a hammer. Can you feel him already? That’s right, you want to avoid that when you sell a product.

But this actually works the other way around with vacancy texts. In our vacancy texts we talk about an amount that someone receives for the work that is performed. And so it is good to make use of a kind of reverse price pain:

Make the salary amount literally as large as possible. Not only by stating the maximum salary amount, but also literally in your vacancy text. This means that you do use the currency symbol for salary. In addition, especially use the decimals .00 to literally make the amount as large as possible for the brain.

4. Use these 3 influencing techniques: social proof, scarcity and mere exposure effect

In addition to concrete words and numbers, there are also 3 important influencing techniques that you can use for your vacancy texts.

Social proof

We all know the example of travel giant. Each accommodation has an assessment in the form of a score. Under each rating, it is also stated by how many people that accommodation has been rated. We call this social proof. It just works well to let others tell you how they experience something. So let colleagues have their say in your vacancy texts.



People are sensitive to scarcity. ‘One more available, be quick!’ Or ‘Gone = gone!’. We all know the terms. And it works. Also in your vacancy texts. Therefore, always add a closing date. This way you convince doubters to apply. After all, they miss out if they don’t respond to your vacancy in time.

In practice, it appears that adding a closing date to vacancy texts ensures that qualitatively better candidates respond to your vacancy at the end of the application period.

Mere exposure effect

Known makes loved. And that is exactly what the an be used for. With this effect you ensure the power of repetition, and repetition ensures a positive mindset. We all know it: that holiday destination or those beautiful new shoes. Once you’ve watched them, they’ll pop up more often in your Audit Directors Auditors Email Lists timeline at other times. At a certain (weak) moment in your brain you still make the choice from time to time to book that holiday or order those shoes.

Audit Directors Email Lists

Recognition creates trust and trust creates conversion. The more often you see something passing by, the greater the chance that you will do something with it. Known really makes loved. So make sure you have a good vacancy text and also good recruitment campaigns for that vacancy. By passing by your ideal candidate more often, you increase the chance that they will apply for you!

Get started with writing job descriptions for the brain!

You now have all the tips and tricks to make your ideal candidate your applicant with your vacancy texts. I’m curious: have you already applied these influencing techniques? Or do you have other tips? Let me know in the comments

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