Job marketing in the age of the machine

A machine will write a plausible job ad in seconds. Plausible isn't good.

For thirty years the value sat in the writing. Now a machine does a passable version of that in seconds, at virtually no cost. So, the value has moved towards briefing the role properly, and in being the person in the room who can look at what the machine produced and tell you exactly how and why it would work better.

See where to start → Read the argument →

Marked in red

Exhibit A - a real opening line

We are seeking a highly motivated team player to join our dynamic, fast-paced organisation, offering a competitive salary and excellent benefits.

About you, not them. Cut it.

Every ad says this. So it says nothing.

Compared to what? Numbers or delete.

Verdict: 3/10. A description with a logo on top. The machine wrote it. It can't see what's wrong with it.

§ 01What you get

Judgment is the only thing that doesn't get cheaper every month.

I spent years being paid to write advertising and fill jobs. Today the machine writes a 5/10 job ad in the time it takes you to read this sentence. Pretending otherwise would make me exactly the kind of person I've spent years taking the piss out of.

But here's what the machine cannot do. It can't sit across from a hiring manager and prise out what they really need rather than the one they described. It can't tell that the brief contained three specific, genuine pulls and the ad quietly averaged them into "competitive package, great culture." It can't catch itself.

That catching - the editorial eye - gets more valuable as the writing gets cheaper.

More people generating more ads means more ads that need someone who can tell good from plausible. That will make your jobs stand out from thousands of others saying the same thing, the same way. That someone is what I train. It's what I am.

The machine writes the ad.
I sell the person who can tell you whether it should be trusted. - The whole business, in one line

§ 02Six doorways into my workspace

Pick the one that matches what you're trying to fix.

01 - Learn the skillCourses ↗

Copywriting Training

The proper version. How to write job ads and outreach that give candidates a reason to keep reading, not a JD that reads like a ransom note. The frameworks, the psychology, the practice and feedback on your own work. Buy it once and have lifetime access.

Browse the courses →

02 - Get it right at sourceCourse ↗

Job-Briefing Training

The bit where so many corners are cut. Learn to interrogate the hiring manager. To find the role they need instead of the one they think they want, and to surface 'The Why' before a single word gets written. Garbage in is still garbage out, even for the machine. Buy it once and have lifetime access.

Learn to brief →

03 - Skip the writingmitchs.ai ↗

Mitchs.ai - Write the ad

If you'd rather not learn it, use the tool. It writes ads and outreach the way I teach them - candidate-first and properly structured. Worst case scenario is you get a job ad and outreach sequence that's a 7/10 starting point in minutes. First three are free.

Try the tool →

04 - Check the machineNew

Job-Ad Feedback

Paste your job ad and I send back 350-500 words of specific feedback inside 24 hours - what's working, what's costing you applicants, and how to fix it. Written by me, by hand, against everything I teach, not the machine's opinion. One ad, or the template behind all of them so a single read improves every role you post.

£35 for a single ad · £99 for your whole template

Send me your ad →

05 - Learn it liveInhouse or online ↗

Live Training

The courses, but in the room and working on your own ads. A live workshop for your team - inhouse or online - where we fix real job ads and briefs together, not theorise. It sticks because everyone leaves having written a good job ad.

Half-day or full-day · inhouse or online · quoted to your team

See live training →For teams who'd rather learn it together.

06 - Hand it overDone by me

Creative Copywriting

The work that still needs a human. Employer brand, ad campaigns, or the high-stakes role where "good enough" loses you the hire. Not commodity writing - the machine has that. This is the judgment-led writing it can't touch.

From £225 per ad. Microsite, outreach or social content priced on top.

See the work & pricing → Hire me to fill a tricky role →For the one that's been open too long - not your everyday vacancy.

§ 03Words from the trenches

Over 2,000 recruiters have done the training. They tend to say the same things.

Some of the teams I've worked with

This copywriting course is one of the best I've come across in any type of category and I was in the training industry for 20 years before recruitment. It's designed brilliantly and is very actionable. Joshua Freeman

I'm normally quite sceptical of recruitment trainers. This only grew once I did the course - refreshing and useful. I highly recommend it. Alejandro Bello Pérez

The most valuable training course I've been on in years. I've sat through a lot of L&D - this one actually connected. Ez Khan

2,000+

recruiters trained over the last decade

26 → 48%

one recruiter's InMail response rate, after the training

book - On Recruitment · download free or buy the paperback