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Company profile
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 The hamburger on the right is the kind you see on posters and in TV advertisements. The one on the left is a real-life one. Which one looks tastier? What a photographer does to a hamburger is comparable to what a copywriter does to a company profile. Both of them idealise a product in order to give a company a specific reputation. Job ads are not only a practical tool to find the best possible employee. They are also a way for a company to build up a reputation and reach quite a number of people. Some advertisements are even written for this reason alone. Especially the company profile you find in most ads is often used as advertising space. The problem with excellent company profiles is that they sometimes sound so fantastic that they attract too many candidates. Candidate profiles however are often designed to keep out unqualified candidates and act as a counterbalance. From a recruiter's perspective job ads should both attract and deter. |
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