• Susannah Brade-Waring

Why is this Recruitment Advert so Effective?

“So you can fix a bike… then you can learn to fix a Lynx Mark Eight Helicopter” is the hook used by the Royal Navy Engineers.  For the right candidates it’s a compelling call to action that connects at a deep, almost visceral level.

What makes it so effective, and why would they focus on such daunting projects to work on rather than the normal components of a job adverts?  (Note the total lack of pay, conditions, job title etc.)

The secret to this compelling message is the direct link to a motivational driver which Motivational Maps* calls ‘Expert’. The Expert motivator is energised by the opportunity to develop, use and demonstrate expertise. By enticing people with the opportunity to become an Expert with recognised respected skills and qualifications, the Royal Navy is offering much more than a mere ‘job’. Money and risk are almost irrelevant. However, these are also key motivational drivers which Motivational Maps* call Builder and Defender, and we all know that developing expertise inevitability leads to greater earning potential and job security. It’s less well known that developing expertise also builds greater self-esteem – but that’s another story.

We have found that most engineers are motivated by mastery, purpose and security and least by social status. What does that mean for you or your business?

Aspirin Business is a member of the global Mindshop network which was established in 1994. Mindshop empowers Aspirin Business with the tools, resources and training to provide tailored business solutions to our clients in areas such as Growth, Profit, Leadership, Strategy and Implementation. Through Mindshop Aspirin Business can tap into the expertise of hundreds of specialist advisors around the world.
Mindshop also allows Aspirin Business to leverage innovative, online coaching and training technologies to provide support to any sized client, anywhere in the world.
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"Susannah’s ability to gain the team’s trust and establish the essence of our business, has enabled us to create a clear strategy everyone will work together to achieve."
Andrew Davies
Managing Director
Synergy Farm Health
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