ADVERTISING FOR RECRUITMENT
There are many reasons why a business will advertise. To promote a new product, to increase sales, it could be a branding exercise.
Some campaigns will be run at a specific time of the year, others will be run on an ad hoc basis. Whatever the reason, it will be right for that business at that point in time and there is no right or wrong way to do things.
Recruitment advertising is a combination of all the above.
Industry Specific Problems:
Successful recruitment advertising will do many things for a company.
Clearly it will generate applicants for the required role, but it will also do the following.
- Increase awareness of the Company
- Improve the perception of the Company
- Make it stand out above the competition
- Make people WANT to work for them
- Ultimately all this will lead to an increase in sales
Having worked with several companies who want recruitment campaigns, CG Advertising has the experience to be able to provide the right solutions at the right time. We will always advise honestly and ensure whatever the spend, the campaign will offer value for money and be as cost-effective as possible.
This is where our sound and vision concept for advertising really comes into play.
'Sound and Vision'
All recruitment campaigns should always be put on that organisations digital and social media platforms. If they aren’t, I will recommend this as it is important they maximise the free opportunities open to them.
This will then make all the paid for campaigns more effective.
For a recruitment campaign to be successful, the key is to maximise the number of people who are aware of the message and to get as many of the right applicants to apply.
At CG Advertising, our philosophy is to make sure your message gives your ideal applicants a really good reason to do something. Make that message simple and give a direct call to action and they invariably will.
Using a mix of commercial radio with outdoor and bus advertising will put the details of the recruitment campaign squarely in the ears and eyes of the general public on a daily basis. The importance here, is the public will see and hear the message as they go about their daily routines. The people who see this may not be directly interested, but they invariably will know someone who is. The consistency of the campaign will encourage people to find out more information and search on-line. This then gets that part of the marketing mix to work.
Here is an example of how to utilise 'sound and vision' concept effectively.
With the short-term nature of most Recruitment campaigns, airtime offers the most flexible option. However, if the recruitment of staff is an on-going exercise, then sponsorship will also work well. We will help create a message or series of messages and play them out over a specific period of time to give the most effective coverage.
Outdoor and bus advertising
We look at the time of year the campaign is required and book a bus and billboard campaign accordingly. Sometimes availability will dictate what we propose, but both options will give maximum visibility to the target market in the required area.
As both the radio and bus and billboards are something most people will listen to and see on a daily basis, and the advertiser is invariably a known entity, then the campaign becomes something that will be remembered.
This is how sound and vision advertising works!
A - I have worked in commercial radio since 1997. As such I know what stations are the most relevant for your business in the area you want to advertise in
A - With the experience I have in commercial radio I am aware of the benefits of both options. If budget allows do both options. The reality though is that a good commercial radio station will have most of their main sponsorships already sold on a long term basis meaning airtime will be the only choice. However, if a key sponsorship becomes available, then this definitely should be taken. Something like Traffic and Travel or Weather sponsorships are perfect for a business to get a consistent message out at key times of the day.
A -The simple answer is both are as good as each other. Billboards are all located in high volume areas and will therefore be seen. Buses are so regular that you cannot help but see several on most journeys you take.
Highly visual and mobile
A highly visual and mobile advert that works fantastically well in conjunction with other media, particularly radio. It is one of the most cost-effective ways to promote your business as you book a campaign of multiple buses in 4 week blocks. This brings the price in line with local newspapers and on many occasions is better than local radio.
‘95 of the top 100 advertisers in the UK use outdoor advertising
This highly creative and visual medium is one of the fastest growing forms of advertising in the Country with popularity high among National, regional and local advertisers. In fact 95 of the top 100 advertisers in the UK use outdoor advertising as part of their mix.
Creative, relevant and memorable
Radio plays a vital, if somewhat unsung, role in people’s lives. Whether you like music or speech, there is a radio station for just about everyone. For many people, their choice of station is with them throughout the day. They wake up to it, go to work with it, they’re at work with it, and they come home with it. In fact they probably spend more time with the radio than they do with their family!
First Direct Bank – Outdoor Advertising in Leeds
First Direct Bank have been using Outdoor Advertising in Leeds several years now.
We have helped with their recruitment advertising at both the Leeds and Hamilton sites, running several campaigns each year to coincide with their recruitment drives.
These campaigns have included several different forms of Out Of Home formats, but have mainly been traditional billboards and bus rear advertising.
"With Chris’s wealth of knowledge he was able to secure a number of advertising opportunities for my company that included radio and billboard advertising.
As a result of the advertising we have seen a significant increase of traffic onto our website and more importantly we seen a much higher level of new customers since the advertising started, so clearly it is working!"
PETER FROHMAIER, S&P GARAGES