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Marketing Strategy Founders Arjan

Did you know that people make 95% of their choices with their subconscious brain? This also applies to potential candidates in an application process. For example, when choosing whether or not to apply for a job. The role of the unconscious brain is also much bigger than you think. So, as a recruitment professional, are you looking for more candidates for your organization’s vacancies? Then it is useful to know how you can consciously control this unconscious brain with influencing techniques.


In this article I share four handy tips, and a touch of magic, for writing vacancy texts that convince candidates. I spoke to Nicol Tadema, founder of and senior advisor labor market communication at Voor Tekst and also author for Frankwatching, about writing techniques that increase the chance of applicants for your vacancies.

How does our brain work?

First back to basics. How does our brain work when making decisions? Our brain consists of two thinking systems, psychologist Daniel Kahneman discovered years ago.

Thinking system 1: the unconscious brain

With the first system of thinking, we quickly make decisions that require little energy. The choices we make with this thought system are mainly influenced by emotions, memories or experiences. You hardly have to think when you make choices with this system. We therefore call this system the ‘unconscious brain’.

Do you turn left or right on the R&D Directors Email Lists route to work? Do you have peanut butter or sprinkles on bread? And which cake do you prefer, strawberry or chocolate? All choices that we make relatively easy with this thinking system.

Thinking system 2: the conscious brain

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Thinking system 2 takes more energy. This thinking system is influenced by facts, logic and evidence. You can almost hear your brain cracking when someone asks you how much 17×46 is. Or if you have to make a choice about taking out a mortgage. Making decisions with this thinking system requires a lot of considerations, thinking and therefore energy.

If you consider that we have to process about 125,000 stimuli a day and make 30,000 decisions a day, it is not surprising that our brain prefers to fall back on thinking system 1.

We make 95% of our choices with our subconscious brain. And that is precisely what is interesting, especially when we look at recruitment. – said Nicol Tadema.

Lower the tension, increase the chance of applicants

As a recruiter or recruitment consultant, you are involved in matching candidates to vacancies on a daily basis. You have probably already unconsciously made the choice with your unconscious brain within a few seconds whether or not to invite a candidate. This also works for a candidate. The first impression of your vacancy determines whether or not to apply.

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