Recruitment advertising continues to change. Just a few decades ago, the main way of recruiting was an ad in the local newspaper, maybe a few radio spots or a billboard. Flyers on car windshields or a small ad in the town’s church bulletin worked well.
Then, new technology entered the world of recruitment advertising. The newspaper was now online, radio spots were almost non-existent and billboards were priced out of the market. And flyers? Hmmm … just not the way to go. Social media job postings became the new kids on the block … a way to get candidates to apply NOW … not with a mailed resume … but by email or apply online. Email blasts to a candidate database were a good way to reach that special demographic.
And now, recruitment advertising seems to be changing again. While newspapers still don’t have the huge recruitment section they had before, more and more ads are being placed. Radio is working well and billboards, now much more reasonable in price, are back again. And those car windshield flyers or church bulletin ads? They’re working! Email blasts are still out there, but direct mail is growing in demand (yes, it seems people still like to get mail).
I handle clients who love print advertisements and receive great results. Others swear by radio spots and/or billboards. It’s up to me to know the old school way of thinking, as well as the new school of thinking, and what works best for my clients.
And one thing I do know … don’t always sell clients on the new way of thinking when the old way of thinking just might be the way to go. Mix them together … see what works for each client. Each of my clients is different and diverse; like their media plan should be.
Old just might be new again.
