This morning, I came across a reel that shared something simple yet profoundly valuable, and it really stuck with me.

Over the past few years, it's become clear in both life and business that getting someone's attention is more difficult than ever. Entire industries now exist to solve this problem, focusing on how many touchpoints it takes to break through the noise. But what stood out to me wasn’t the number of times you need to reach out. What stood out was how you get someone’s attention.

People are now conditioned to being sold to, whether it's a product, a service, or a job. So how do you cut through that?

By shifting the focus. Stop selling the service. Start communicating the benefit, and do it in a way that feels natural and meaningful. I applied this mindset to recruiting and wanted to share a quick example that I think speaks for itself.

Old Job Ads:

Traditional Recruiting Approach Job ad: "$25/hour, full benefits, home every weekend." Pitch: Here's the job, here are the duties, here's the pay. Focus: Features like wage, schedule, and location.

Modern Recruiting Approach:

Future-Focused Messaging Job ad: "Regain your weekends. Be the dad who's home for dinner. Drive with purpose and stability." Pitch: This job gives you more time with your family, reduces stress, and offers long-term security. Focus: Lifestyle transformation and emotional outcomes.