Why are Job Seekers like Gaviscon?

Written by Richard Webster

Professional copywriter specialising in B2B copy and content for small businesses and solopreneurs.


Why are job seekers like antacid medicine?

“Has Webby finally cracked?” you may be thinking.

Let me explain.

If you’re looking for a job, you’ll probably have a LinkedIn profile, and you’ll definitely have a CV. But how are you marketing yourself?

Maybe we should back up a step. Why does anyone buy anything?

There are tonnes of reasons, but they usually boil down to it being either a “want” or a “need”.

Wants are nice-to-haves. It’s the new iPhone, that killer outfit, a holiday somewhere exotic. They’re something to show off to your friends, but not vital to your life. The new iPhone may be very shiny and have twenty-four cameras, but you may find there are more urgent things to spend your money on.

And that’s where needs come in to play. A need is an essential purchase, usually with a degree of urgency. It’s the Gavison you need because something like Vesuvius is erupting in your digestive system.

In short, it’s something that’s causing you pain.


Why do companies employ staff?

It’s certainly not a vanity purchase. No business has ever said, “Look at all our employees. They don’t do anything but see how many we’ve got.”

No, businesses employ people when they have some pain. They have a gap somewhere. Maybe someone left, or the company is growing, and everyone is over-worked. Whatever the reason, you are the solution to that problem.


How should a job seeker market themselves?

You’re the Gaviscon for the company’s heartburn. And that’s how you should be marketing yourself to them. Think about what likely problems the company has and how your skills could solve those problems.

For example, instead of simply saying you’re an experienced manager, think about some of the problems a good manager can solve. Maybe you’re good at motivating staff, so why not ask a question that frames that problem?

Something like, “Are disengaged employees causing you problems? I’ve spent the past ten years helping businesses become more profitable by improving employee engagement and reducing staff turnover.”

Whether you’re writing a CV, cover letter, or LinkedIn profile, you can use that approach. 

Be the cure for a company’s pain.


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