Recently, "Celebrate your Valentine's Day, our company's single subsidy 10000 yuan" has been widely circulated in the circle of friends. On this sweet and crazy Valentine's Day, I sent my company a job advertisement that you have to watch. I am still excited and regret that I am not in Beijing.
There is no "recruitment", "join us" or "If You Are the One" in the title ... but there are clicks, forwards and talks! Yes! Just talk about it! "Let's celebrate your Valentine's Day" will arouse people's jealousy, especially the shopping festival, especially the advertising harvester like Mimeng, but the turning point is subsidies, which I didn't expect.
One of the tricks is to provide conversation resources for the public. This is social currency, and social currency is hard currency for forwarding. The same is the recruitment, one for the public to talk about, most of the job advertisements do not. This social currency is sometimes more effective than 100 RMB, because it can quickly bring you closer to others. For example, chatting with colleagues in the elevator and poking fun at single dog can say, "It doesn't matter if you are single, you still have the dream of giving singles a subsidy of 10000 yuan".
Then the question is coming, how to win the talk? That is to find ways to make the content go against people's expectations and intuition.
For example, Zhang Wei once said in a variety show that "everyone should love small animals because they are delicious". The first half of the sentence indicates that it is normal to protect small animals for environmental protection in everyone's unified social cognition, especially as a public figure calling for the protection of small animals. When everyone thinks in this direction, the sharp turn of "delicious", which treats small animals as food, goes against the public's expectation and intuition. This kind of joke will often be used in life while making people laugh.
Another example: he actually drove a Mercedes-Benz to deliver pancake fruit! The other person will say, where is this? Why can such content be forwarded by everyone? Or because it shapes the conversation and goes against people's expectations and intuition. If you find someone to ride an electric car to deliver pancake fruit, others will definitely say that you are bored. Our brains are very sensitive to change, and unchangeable things will not become conversation material.
Now, think about what my company, my products, users and employees can do against others' expectations and intuition. This kind of content is likely to become empty talk!
Therefore, in order to spread the brand, we should constantly ask ourselves, what are my products, my company, even my company's new purchasing desk, an employee and a user that are contrary to expectations and intuition, so that we can find ways to post what we want to express.