Traditional Hiring Ads vs. Today’s Techniques
We’ve been in a lot of advertising meetings with company leaders over the years, and one of the old standbys when it comes to hiring talk is that they always ask about billboards. Always. Billboards are great and provide amazing branding, but they are also very difficult to measure when it comes to return on investment or ROI. We have ways to accomplish a level of measurement if your leadership is set on sprinkling billboards around the region. There’s always TV, radio, and print ads as well. These are all solid options and great branding and awareness-builders for your company.
More often than not, our clients are turning to us for new ways to reach new people. For years they’ve been utilizing the traditional means of advertising, but because the market is so competitive, it’s time to meet the new applicants where they’re actually spending their time.
Here’s our best and most current advice for today’s techniques:
- If you need to hire people under the age of 40, (honestly, even under the age of 60 at this point) it’s imperative you get with it on social media advertising. We want you advertising on Facebook and Instagram. If you’re hiring professionals, use LinkedIn ads. Companies love these methods because it’s immediate, measurable, and often more affordable.
- Get a great video made touting your unique selling proposition! Why would someone want to leave their current gig to come over to your company? Tell it and sell it. Don’t rely on the long company “about us” video you did in 2007. It won’t get the job done. Get a professional, short, eye-catching video that will light a fire in that potential employee so they apply on the spot.
- Remove old-fashioned barriers for applicants. Today’s workforce wants to be able to apply and be hired with the ease of a text message or private message. We’re seeing entire hiring processes handled with a private message on Facebook. How can you make it easier? Don’t make them talk on the phone to schedule an interview. Text them if you can and let them text you. I’m a professional communicator, and I would prefer to do most of my “legwork” over text. It’s not just generational (I’m a member of Gen X), it’s the way our world works. Help your company streamline this process, and you’ll be the one with a bigger pool to pick from.
No one can do it all, we get that. That’s why our company exists. We created a team of experts to act as your remote crew to help your company look amazing. That said, if you pull off these three recommendations this year, you’ll help move the dial and see a new group of applicants you can convert into your latest hires.
To learn more about when it’s time to hire a PR consultant, click here.
Stokes and her husband Chris Herzog, who are both former WEAU television news anchors, started Stokes+HERZOG, an advertising and public relations agency in 2014. The agency assists both local and global clients with all of their corporate business consulting, advertising, public relations, and marketing needs including video production, website management, graphic design, social media management and overall marketing and advertising strategy.