A couple of weeks ago, I highlighted a recruiting study done by the University of Calgary that ranked the six factors prospects consider when changing jobs or companies. The number on the right of each factor is the weighted coefficient relating to what a prospect initially considers (attraction) when changing positions: Perception of Fit (.45)Perception of the Recruiting Process (.42)Position Characteristics (.39)Hiring Expectancy (.33)Recruiter Characteristics (.29)Perceived Alternatives (.16) But what happens after a prospect gets further into the recruiting process? Priorities change. The researchers measured the same six factors when the prospect was in the process of making the final job-change decision (acceptance intentions). Here’s how the decision criteria changed: Position Characteristics (.57)Perception of the Recruiting Process (.42)Perception of Fit (.37)Recruiter Characteristics (.32)Hiring Expectancy (.30)Perceived Alternatives (.06) Notice that the Position Characteristics (in essence, the value proposition of the job) became the deciding factor on whether the prospect will make the final decision to change jobs. Here are the takeaways from this research: 1. Lead with Perception of Fit. When marketing your opportunity, focus on messages like: You’d be a great fit here. People like you thrive on our team. Do you feel like a misfit in your current position? 2. Pivot to Value Proposition. Once a person has engaged in your recruiting process you must find various ways to answer the question: What’s in it for me? Like it or not, recruiting is a game of nuance.