At a time when we are inundated with thousands of stimuli every day, standing out is a huge challenge. Our timelines, e-mails and websites are full of advertisements, so most messages simply pass us by. As an employer, however, you do not want your vacancy or employer branding campaign to get lost in this enormous stream of content. You need stopping power to really grab attention.
What is stopping power?
Stopping power is the ability of an ad to immediately grab attention and make people stop scrolling. Instead of mindlessly moving on, stopping power makes someone linger, look and - more importantly - take action.
Think about the last time an ad really caught your attention. What made you stop? Was it a catchy visual, a strong story or a recognisable situation? It is exactly these elements that make ads stand out in the crowd.
For employers and recruiters, this is especially important. The tight labour market means that you not only want to reach active jobseekers, but also latent jobseekers - people who are not immediately looking for a job, but are open to an opportunity that really suits them.
Why do people stop at an ad?
Not every ad has stopping power. Bright colours, big letters and garish messages do not always work by a long shot. On the contrary, they can backfire and be filtered out as 'advertising'. To make sure your ads stand out and make an impact, you need to understand what triggers people.
1. An ad must be relevant
People only stop at ads that appeal to them personally. This means you need to have a good understanding of who your target audience is and what moves them. A generic message will have less effect than an ad that caters to specific needs, interests and emotions.
Example: A young healthcare professional is more likely to stop at an advertisement outlining a recognisable working day than at a general call to apply.
2. An ad must be visually appealing
Images play a crucial role in stopping power. A strong visual with emotion or action attracts attention faster than a standard stock photo. In addition, videos and interactive content can provide extra engagement.
Tip: Test different types of visual content. Does an authentic photo work better than a slick ad? Or does a short video featuring an employee attract more viewers?
3. An ad must tell a story
People love stories. An ad that outlines a situation the target audience can identify with has much more impact than a list of facts or requirements.
Example: Instead of "We are looking for a nurse", an ad could start with: "As a nurse with us, you get time for real moments of care. Make a difference in your patients' lives."
By applying storytelling, you create an emotional connection with your target audience. This increases the likelihood that they will stop, watch and click through.
How do you test whether your ads stand out?
Creating stopping power is not an exact science. What works today may be obsolete tomorrow. That is why it is important to test and optimise.
- A/B testing: Create multiple versions of an ad and measure which performs best.
- Analyse behaviour: Look at click-through rates and the time people spend on your ad.
- Ask for feedback: What do employees and candidates think of your ads? Do they match their perceptions?
Stopping Power as key to successful recruiting
Whether you are promoting a vacancy, strengthening your employer brand or setting up a social media campaign: without stopping power get lost in the crowd. Make sure your ads stand out, strike the right chord and get people moving.
Want to know more about how to make your ads more effective? At Goals we help you with strategies that really work. Contact us and find out how we help companies strengthen their message and attract talent.
