The best job ad ever written said nothing about the job.
In 1914, Ernest Shackleton needed a crew to sail to the South Pole.
He could have written: "Sailors needed. Must know how to hoist sails, swab decks, navigate ice waters. 2+ years experience required."
Instead, he wrote: "Men wanted for hazardous journey. Small wages, bitter cold, constant danger. Safe return doubtful. Honor and recognition in case of success."
5,000 people showed up.
He wasn't hiring for skills. He was hiring people who wanted to experience specific emotions:
Thrill of adventure, honor, recognition, & pride.
I've written the same thing in my job posts for the last 10 years: Certified technician. 3 years of experience. Own tools. Driver's license. Must work Saturdays, etc.
We're the new ads sound completely different.
- Do you like to do things the right way? Or twice?
- Happy with just hitting the minimum? Don’t apply
- Do you want to grow both personally & professionally?
I'll keep you posted on our results.
Shackleton made it to Antarctica. His ship got crushed by ice. He kept his entire crew alive for two years in the most hostile environment on Earth.
Not because they knew how to sail.
Because they were the kind of people who showed up for a hazardous journey.
When you write your next job ad, stop listing tasks.
Start describing the person you actually want.
Cheers!
Brian
P.S. I share everything I know about building teams inside 8-Figure Franchisee. All my playbooks + live calls (almost) every week. Reply if you want in. Got 10 openings for the rest of February.
