How to win attention in 3 seconds: Omnichannel planning that works

By Caitlin Langlands 

TL;DR: You’ve got three seconds to hook someone, make it count. Grab attention with clear, relevant messaging and strong visuals. Then back it up with a smart omnichannel strategy that meets candidates where they are, from TikTok to ZEIL. Consistency and clarity across every touchpoint turn interest into action. 

Now that you’ve written a great job ad, the next thing to understand is that In today’s digital world, you have roughly three seconds to capture someone’s interest before they scroll or swipe on. Winning attention isn’t about being loud, it’s about being instantly relevant and making a connection quickly. 

The 3-Second Test: 

The test is simple: when your ad or message appears, can your target audience immediately understand what you’re offering and why it matters to them? If not, you've lost them. 

How to perfect that instant impact 

• Lead with the benefit: Make your value obvious. What's in it for the viewer? 
• Use relatable visuals and clear messaging: No jargon, no fluff. Just straight talk that resonates. 
• Match content to platform: What works on ZEIL won’t necessarily land on TikTok or LinkedIn so adapt accordingly. 
• Showcase your EVP and brand consistently: Consistent use of your brand elements across various touchpoints helps your audience easily recognise and trust your message 

Omnichannel planning: the bigger picture 

Capturing attention is only the beginning. A strong omnichannel strategy: 

• Aligns messaging across platforms (job boards, social, email, careers page) 
• Tailors messaging to audience stage (awareness, consideration, application) 
• Delivers the right message, in the right format, at the right time 

Why this matters for recruitment campaigns 

Job seekers move quickly through their decision process, often bouncing between platforms. You want your brand to feel familiar and relevant everywhere they turn. 

TikTok might be where your grads are hanging out, but ZEIL is where they go to act. Both matter for different reasons. 

TikTok: A game-changer, if you get it right 

Take ZURU for example. Their employer brand on TikTok is raw, aspirational, and aligned with the culture they live every day. Behind-the-scenes content, team stories, and real talk paint an honest picture and it’s working. According to Talent Acquisition Manager Ashlynne Jury, over a third of applicants for a recent internship said they first discovered ZURU via social media. 

But TikTok isn’t a fix-all. Plenty of companies jump on without a plan, spend time creating content that doesn’t land, and end up with little to show for it. 

That’s why omnichannel matters. Because while TikTok might spark awareness, your careers site, job board presence, and EVP storytelling close the deal. 

Casting the Right Net in Multiple Ponds 

The goal? Show up where it matters. Be consistent, be strategic, and make sure every platform plays its part. From creative TikToks to sharp ZEIL listings, from professional posts on LinkedIn to authentic career site journeys, each touchpoint should reinforce your brand, capture their attention in 3 seconds and filter the right talent in. 

Practical tips – start today: 

• Your friendly teams at HainesAttract and Zeil and waiting by the phone for your call 
• Pull up your latest job ad and apply the 3-second test—can someone instantly see what’s on offer and why it matters? If not, tighten your headline and lead with the strongest hook.