The AIDA model


Some people may think of the word AIDA as a cruise ship. Others may remember the opera by Verdi. In the context of job applications, however, we use the AIDA model from advertising.

What is AIDA?

AIDA is a step model and describes different, successive phases that the customer should go through – from the initial contact to and finally to the purchase decision. By the way, an application also has a lot to do with advertising and sales talks, namely advertising for ourselves. This is why the phase model is often used in job applications. Here, too, it is a matter of getting to know each other, choosing between different applicants and finally deciding which applicant fits best and is therefore selected. But before we take a look at how we use AIDA, we will briefly introduce the stages.

The AIDA level model in detail

The AIDA step model in its simplest form consists of 4 steps. And that is:

1. A = attention

The first stage is a bid for attention. In classical advertising, a wide variety of means are used for this purpose, such as volume, suitable music, striking colors, attractive pictures, etc. In the first step it is all about attracting attention, being noticed, in order to get the attention in a very simple way.

2. I = interest

After the attention is at least briefly aroused and present, the second step is to arouse interest in the product. The attention is directed to the product. What interests the customer? How can I captivate his interest so that the other important parts of my message are also conveyed in the best possible way.

3. D = desire

In the third stage we awaken the desire to own the product. This is also called the advertising promise. Therefore we clarify the advantages of the product and show the positive aspects that the product offers us. Alternatively or also supplementing desires are waked, which can be fulfilled indirectly or directly by the product.

4. A = action

In the fourth and last stage, ideally an impulse for an action is triggered. This could be, for example, the purchase of the product.

Small example for better understanding

We stroll over the market. There we hear the market criers, who compete for our attention by loud voice or by addressing us. We go closer, maybe stop and look at the displays. Are the goods interesting or are they rather boring. It is possible that we read the advertising messages or the price. Maybe the retailer tries to point out the advantages of his products to us. Maybe he even wants to convince us of himself and his products. What can we do with the product? How about if we already had the product? Maybe he even asks what you need it for. Or a short conversation will be held in which further product advantages will be discussed. Perhaps the desire to own the product will increase or we decide that it was interesting but not for us. In the last step the salesman releases an impulse to buy. “If you buy now, then I can give you a discount”. You surely also know this variant: “May it be a little more?” or “What else can I help you with?

How does this work in applications?

In the written application:


First of all we make sure that our application gets attention. Here the layout must be attractive. If we use colors, we can match them to the company or even use the company colors. The company colors are typically found on the company’s homepage. You may also be able to design the subject line so that it attracts attention.

All in all, I want you to be proud of how good your application looks, even when you look at your own application.


The next important point is to generate interest. The first paragraph directly after the salutation is ideal for this. I personally ask myself after the first sentence, at the latest after the first paragraph: “Does that sound interesting? Or is it standard and tends to be boring?” Surprise me with your first sentences.

Desire / wish:

The next 1-2 paragraphs shine with the professional experiences and activities. Here it is also about developing and strengthening the desire for you. Every successful company needs good employees. Show the company that you are a top applicant and guaranteed to be a reinforcement by means of your qualifications, hard and soft skills. Remember that the company should be curious to get to know you. Typically, you will divide this part into firstly the professional strengths,the so-called hard skills. Then you describe your soft skills in another paragraph.


In the last section we will deal with the “Call for action” and thus the last phase of the AIDA model. Individual closing sentences but also the standardized closing formulas are suitable for this, if you emphasize that you are looking forward to the interview. The Call for action is therefore the friendly invitation to the job interview. If you have formulated and argued well in the first few paragraphs, this should no longer be a problem.