Why does it matter? A recruitment AiDE, pt 3

Greg Wyatt • November 6, 2025

The following is very boring and long but probably quite useful. I wrote it two and a bit years ago.


It’s a classic example of tell, not show.


Maybe I’m a better writer now, maybe I was having a bad week then, maybe I'll think the same of today's content when I look back in two year's time.


Plus my thinking has evolved away from passive vs candidate to problem awareness. You can see my step change to come with the reference to Region Beta Paradox.


Anywhat, it is a key part of this series as it leads up to the actual AiDE framework, and alludes to why Attention is so important in our swipe-right world where AI is training us on what ‘good’ content is.


I’m probably as boring in real life unless you really, really want to improve how you attract and engage the right people.


(Oh and btw, I generated the article image on ideogram. Initially it had two men, one 'confident' one 'speculative' - I asked it to change the confident one to a woman. It's interesting to see what AI spits out)


Why does it matter?


What is a benefit?


In sales, it’s something that solves a problem, enhances someone’s life or satisfies a desire. Benefits in recruitment relate to why someone might consider a new role.


Not to be confused with Employment Benefits.


When changing jobs, there are few reasons that someone will do so voluntarily.


More money is #1, in any UK research on candidate trends you may read.


The subsequent ones are a mixed order of leaving a bad job (with all the reasons that may entail), a better work-life balance, career development, lack of recognition / unfulfilling role, commute, job security, a change in circumstance, wanting to change career, a different culture, boredom, safety concerns, better benefits.


Then there are the forced reasons, such as redundancy, company closure, end of contract, and dismissal (fair or otherwise).


Active job seekers will typically be galvanised by their position in Region Beta Paradox. Things are bad enough that they’ll seek change, whatever that may look like.


Their default is often ‘yes’.


Passive candidates may be open to being contacted, may not be aware that they suffer from a problem that can be solved by a new role, and may incorrectly think they will be happiest in their current job.


Their default is often ‘no’.


It’s a bit more nuanced than that, but let’s keep it simple.


Show the right benefits for Passive candidates, and these will also appeal to Active job seekers.


By showing them the warts and all of your vacancy, you provide information that allows a good decision. The features.


By showing them the benefits of these features, you encourage them to enquire further. Perhaps not an application, but an initial message or conversation is a great start.


How do you find benefits? By asking ‘Why does it matter?’


There are actually two components to this question.


The first is ‘does it matter?’


There’s no point stating features if it doesn’t matter to your audience, even if something you’re proud of.


If you’ve established the personae of your ideal candidates, you should have a feel for whether or not your statements matter.

'So What?' helps with this.


The second is ‘Why’ and 5 Why can help here.


To answer why, we should look at that list at the top again.


Who are these people, and what is their situation?


The more urgent the activity, the more basic the criteria that need be met to encourage an application.


Such as Job Title, Compensation & Benefits, Location, Working Arrangements.


On a job board, these are separate fields from the job advert. In an advert elsewhere, these will likely be the first points looked for.


You could avoid generic adverts and ChatGPT and only list these points, and I wouldn’t be surprised if your results were similar to hastily cobbled-together copypasta.


For people who are more sceptical of adverts and discerning of any potential move, expect them to find copypasta wholly unappealing.


This is a simple reason why there exists a perception that only active job seekers apply to badverts.


Try showing benefits instead, and you may well appeal to someone that had never considered a move.


My favourite bit of feedback on an advert was “my wife showed me this and told me I should contact you”.


It’s the only job he applied for in four years and was an ‘exclusive’ candidate.


He didn’t get the job… sorry to ruin what might have been a great story.


So. Why does it matter?


It’s a highly contextual question and one you can only find a relevant answer for if you’ve shown the truth of your vacancy and know who it will appeal to.


If someone wants more flexibility after being forced back into the office - can your employment help?


If someone wants more money, they’ll want salary listed on the job descr… advert.


If someone wants to enrol on the CIPD and this is something you fund for your HR practitioners, that’s a good benefit.


If someone wants a better culture, one which is a good fit for yours, describing it relevantly is an implicit benefit.

Career development… you could say this role is open due to promotion, and you’re looking for someone who wants a step up in their career. If it’s true.


Conversely, if you have a role that is required to set the strategy, drive change and improve culture, the benefits might be increased autonomy, professional growth, positive impact and recognition.


Why does your statement matter to your reader?


You should also expect readers to be selfish time hoarders.


If your advert doesn’t grab their attention with why it matters to them, why should they read past paragraph two… or line one?


Grab your readers’ attention with the most important benefit at the top and encourage them to read on.


What’s the best thing about working for you in this vacancy?


Particularly salient when job boards show preview text, where the disinterested may not even click through.


Fed up with being forced back into the office, and want more control over your time in how you get the job done?


Looking for a company that will fund your CIPD and your membership?


Is your next leadership role one with increased autonomy, growth, recognition and a positive impact?


That sort of thing, but less dry, innit.


Get your benefits right and you’ll attract more, better candidates. Sound good?


The next newsletter is on answering the questions your reader will have, before they ask them.


Thanks for reading.

Regards,

Greg

By Greg Wyatt August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.