Secret #3 – There is no Job, only Advertisement

I learnt this some years back while helping a friend.

She used to head the marketing division of a leading daily that took out a jobs & career supplement every week.  Although the newspaper was doing well, this particular supplement was lagging (very badly as I recall)

whilst the competition was printing 6-8-12 page supplements, her newspaper was barely able to sell 2 pages worth of advertisements, and yet every week they would print double that number.

how?

dummy ads.

why?

So that future advertisers would look at a healthy, full supplement and be convinced to put their own ads in the newspaper.  It works.
Its the same reason why a barman/ counter staff puts in the first tips in the jar.

so what you ask?

Well, its the same with your recruiter.

In marketing there is a simple enough rule of thumb.
‘It has to be seen, to be sold’

the more visible (hence the high decibel advertisements, the placements in stores etc) the higher chances of selling the product.

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