This course contains the use of artificial intelligence.

Some roles are not hard because the market is empty. They are hard because everyone who could do the job already has one, is not reading job ads, and has no reason to reply to you.

Why the usual advice stops working here

Post the ad, wait for applications, screen them. That loop works for roles people want. For a role in an unglamorous industry, at a company nobody has heard of, at a salary that is honest rather than generous, the loop produces nothing — and the standard response is to post more, on more boards, more often. Volume does not fix a conversion problem. If the people you need never see the ad, and would not answer it if they did, the fix has to happen somewhere else: in what you are actually offering, in where you go to find them, and in what your third message says after they ignored the first two.

What this course covers

Thirty-seven lessons, in the order the problem has to be solved. First what you are offering, because a hard role is usually a positioning failure before it is a sourcing failure: what a value proposition is and why most of them do not move hiring, the audit of what a candidate reads about you right now, the gap between the external promise and the internal reality, how to build a proposition for a company that cannot compete on pay, and how to measure it against time-to-hire and offer acceptance. Then the brand around it: audience research and portraits, a strategic audit, indicators and a dashboard, a communication plan, a social media audit and presence policy, an ambassador programme, and the practical tools — landing pages, creatives, targeted advertising, job copy. Then finding people who are not looking: how each platform is searched, internal search, X-ray, groups, channels, chat parsers and cross-referencing a profile across networks. Then the funnel and the writing: bottlenecks, persuasion structures applied to attraction, copywriting and storytelling, explicit strategies for low pay and for an unknown employer, handling public negativity, and how many messages to send to someone who is ignoring you — and which ones. Then why the few who did reply disappear: journey mapping, offers and rejections, tone and channels, question design, interviewer training and drop-off metrics. Finally hiring at volume, including sourcing directly from competitors, group interviews that cut interview time several times over, selling the role, and holding the candidate through to the start date.

A note on one block

Six of these lessons are about finding people on social platforms — search operators, X-ray, chat parsers, cross-referencing a profile across networks. That is a sourcing skill rather than a marketing one, and it is the half of the answer that matters most when nobody applies. If you were expecting a content calendar for company social channels, that material sits in the employer brand block instead.

Who is teaching this

I am Mike. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 37 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: the value proposition audit and structure, the strategic brand audit, the metrics dashboard, the social audit and presence policy, the ambassador programme, the journey map, the candidate scorecard, screening scripts and the group interview design

• Explicit playbooks for the three cases that actually make a role hard: the pay is low, the brand is unknown, and the right people are not looking

Where to start

Take the role you have had open longest and answer one question: would the person you want ever see this advert? If the honest answer is no, you do not have an advertising problem, and no amount of reposting will fix it. Enrol now and start today.