By Patrick Mendonca
It is more important than ever to think outside the box when it comes to recruitment. The unemployment rate in the current U.S. job market has hit a historic low, and the best candidates for new hires are already employed and not actively looking for a change. To make matters worse, the few professionals who are in the midst of a job search have begun to lose faith in traditional job boards. Therefore, businesses must reach these potential new hires where they are already listening.
Radio is the top traditional media that reaches adults of all ages. This is a weekly reach of 90% for people aged 18 to 34, and an impressive 92% of all adults over the age of 18. Recruitment campaigns on the radio can reach and target working adults when they are most receptive – in the car. After salary, a CareerBuilder.com survey found that commute time (59%) was one of the primary reasons people left their past employers.
Drive time is the perfect time to recruit. While many professionals aren’t actively looking for new employment, it is also true that 78% of them would be open to change if the right opportunity came along.
A company’s brand is just as important as the offer. 69% of job hunters would refuse a job offer from a company with a bad brand. This includes the unemployed. A crafted radio campaign heard on a potential employee’s favorite radio station is the perfect first impression.
Digital campaigns can reinforce this positive message and give potential recruits a point of action. Geofencing allows businesses to catch the attention of their competitors’ employees or become top of mind in the next generation of the workforce.
Here are a few examples:
- Nurses can be found by targeting hospitals.
- Tradesmen can be reached where they buy supplies.
- College campuses and/or trade schools are ideal for temporary work or entry-level positions.
Recruitment ads on mobile devices are also important in a market that is seeing increased traffic from that platform. Potential hires would be one step away from applying after seeing an ad in one of their favorite mobile apps.
Contact Connoisseur Digital to create a complete radio and digital campaign that brings the best candidates to your business today.