A copywriter is responsible for producing and publishing content on behalf of the business. They spend a lot of their time conducting research, as well as writing, editing, proofreading and often working alongside marketing copywriters to publish content.
Copywriters create promotional material, and their main objective is to convince the reader to take some sort of action, whether it be to purchase the product/service, reach out to the business, or engage with customer service/sales. They work in collaboration with other team members to understand the topic, the tone, the intended audience and the desired outcome. They should be able to create content for a variety of mediums such as online, print, TV/radio, and social media.
Copywriters can be employed with a company, or work freelance. Either way, a copywriter needs to be able to take their employers ideas and create and publish material that brings substance to their concepts.
Day-to-day tasks of this role:
- Consult with the employer/client about the aim of the content.
- Conduct research.
- Write promotional material.
- Edit and proofread content.
- Propose ideas and concepts to clients.
UNDERSTAND THE ROLE
Skills profile for a Copywriter
Depending on the organisation, some do not require copywriters to have obtained a tertiary degree, however others require copywriters to have completed a Bachelor degree in Communication, English, or Journalism. It is essential that a copywriter has a portfolio of their past work to show to potential employers. There are some common skills required for this position.
An essential skill for a copywriter to have is good stakeholder management. They need to be able to build relationships with clients to secure repeat business, and also be confident in reaching out to new prospects to secure new business. They must also manage expectations with internal or external stakeholders with timeframes and delivery, ensuring they are providing high quality content within the deadline.
A copywriter must also be very creative. They must have the ability to think outside of the box when engaging readers, and adjust their tone and style accordingly. They shouldn’t just ‘follow the book’ when writing, and ensure to add their own flair and style into their work.
It is also important that a copywriter has effective time management skills. They must be able to work with strict deadlines and produce content quickly if required to. They also need to be able to manage multiple projects and clients at once without jeopardizing quality, especially as a freelancer who may be working with multiple clients at any one time.
Once you’ve determined the skills required for the role, you can write the job description to advertise for your position.
Copywriter Job Description
- Why is this role being filled?
- How does this role fit into the organization and the team?
- What makes your company unique?
- What would it be like to work for you?
- What technical skills are needed for this role?
- Which soft skills are applicable?
- What are the nice-to-have experiences of your ideal candidate?
- Include availability preferences in this section
- What are the key deliverables for this role?
- What does the day-to-day of this role look like?
- Compensation & bonuses
- Employee benefits & perks
- Ongoing training benefits
PRO TIP #1
As this role requires the successful candidate to be creating content on all different traditional media and non-traditional media platforms, it is important to ensure that the candidate is able to adapt their content depending on the medium required. It is important that this requirement is included in the job application so that candidates who may only specialise in one medium are aware of the demands of the role.
PRO TIP #2
Ensure that the entire recruitment process from job description to assessment to interview reiterates your company vision and values. This will help you identify the right people for the role, and applicants will know whether your company is the right fit for them.
Sample skills assessment
Question Type: Document
Describe a time where you have taken a brief from a client and put your own spin on the content piece. Did this pay off? Why/why not? Please outline this in the document below.
Question Type: Text
How do you build relationships to secure repeat business? Do you have examples for this?
Question Type: Video
How do you juggle multiple projects that have different deadlines at once?
Interview guide for a Copywriter
Once your Vervoe skills assessment has surfaced the most qualified people for your open role, you can focus on interviewing these candidates. The PDF interview guide contains structured questions against each of the competencies for this role.
This interview guide is intended to be used in conjunction with the Vervoe skills assessment. Where a candidate has scored Low – Medium on a skill, focus on asking more questions from that skill to gain deeper insight into their level of competency.
PDF INTERVIEW GUIDE
Get your copy of the interview guide to complete the hiring process. Includes questions against each of the skill competencies for the role.