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Vol. 45, No. 6
Recruitment advertising no longer is as simple as promoting available openings to job-seekers. Today, recruitment ads sell the company’s image, promote its benefits and often bear more resemblance to ads for products than ads for jobs. To get attention, employers are:
“We push branding as far as we can go,” says Kelly Crawford, creative director for JWT Specialized Communications in San Francisco. “We can’t tell people how to act positively, but we try to create and send very strong messages through advertising. The interesting thing about recruitment advertising is you are swaying people to make a choice about their livelihoods, so there has to be a factual and emotional response. Ideally, those two responses should come together in a positive impression of the employer we are promoting.”
“We use print ads to create employer branding,” explains Tim Spry, creative director for TMP Worldwide in Sausalito, Calif. “We are driving readers to the company web site for more job specifics, which makes a lot more sense, given the space limitations of print.”
“The person you are marketing the product to could be the person you want to be your employee one day,” says Spry.
Marketing’s experience with advertising—something HR may lack—also helps. At Mentor Graphics in Wilsonville, Ore., staffing director Karen Hansen says the software company’s vice president of marketing set the stage for a successful ad campaign because of her sense of design and years of experience.
“Employers are becoming more savvy about placement and how the newspaper is read,” Meena explains. “For example, instead of placing classifieds from a sporting goods store in the ‘help wanted’ section, a better choice to reach the passive job seeker may be to place ads in the sports section. “That’s where the avid sports fans go daily, and they are the people an employer would like to hire.”
—Michelle Neely Martinez
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