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If you missed it, Radio INK’s Radio Headlines reported that the mammoth online job site Indeed was radio’s largest advertiser for the week of August 5th.
Why does Indeed have so much faith in radio? I will suggest it’s for two reasons: 1) because it works and 2) because they have to. They have to? I’ll explain later.
Gallup, along with other polling companies, suggests that somewhere between 50-71% of the population would consider a new job if one was presented to them, and between 40-50% are actively searching for a new job or career.
Regardless of what part of the country you live in, if you ask a business owner today what the biggest challenge of running a business is, they will tell you, “finding good employees”.
Finding applicants isn’t necessarily the problem but finding “good applicants” can be! 10-plus years ago, this wasn’t the case. If you needed to add an employee, you simply ran a help-wanted ad in the classifieds and BOOM, you had more than enough qualified candidates. That quickly changed. Today, the classifieds are a ghost-town.
The current “go-to” source for employment is online job posting websites likeIndeed, ZipRecruiter, Monster, CareerBuilder, Glassdoor, and many others.
Do they work? They certainly work better than the classifieds. The problem with job boards is that they primarily reach people that are actively looking. They are the “job hoppers”, and one can assume not as desirable of a candidate.
Radio has several strengths when it comes to recruitment. One is that it reaches the “passive job seeker”, the person not actively looking but would consider a different opportunity if presented with one. Another is that radio reaches their “center of influence”; the husband, wife, mom, dad, brother, sister, friend, or co-worker that knows they are potentially looking for a different opportunity.
So why does Indeed “have to use radio”? “Have to” is probably too strong of a statement, but they need to in order to reach the more attractive “passive job seeker”.
There are several key elements to selling and creating successful recruitment advertising. The most important is that the ads must be compelling; they CANNOT sound like a typical help-wanted ad. If you would like to know all 4 Elements to Effective Recruitment Advertising, and, the one question that your sales team should be asking every client, email me at[email protected].
In 2020, ENS Media will be offering “Recruitment Advertising Seminars”. These seminars are designed to 1) Generate additional revenue for your stations 2) Help solve the #1 concern most business owners have today – you’ll be the hero 3) Educate your clients and prospects on how to attract and hire better candidates, and 4) Train your sales team on how to sell more recruitment advertising in the future. If you’d like more information on these Recruitment Seminars, email Rick, [email protected] or call 605-310-2062.
Have you ever noticed how negatives seem to jump out at you and smack you in the forehead, and the positives can go unnoticed or taken for granted?
Your sales reps hear the negatives every day, “No one listens to radio anymore”, No one listens to your stations”, “Your prices are too high”, “I’m cutting my budget”, “I tried radio once and it didn’t work”. They get beat up every day on the streets.
Part of a Sales Manager’s job is to motivate the troops. At your next sales meeting, open a discussion about what it is that they like about their career. (Use the word “career”, not “job”.)
You’ll get an amazing array of answers like, “helping businesses succeed”, “the creative aspect”, “it’s different every day”, “working with a variety of different people and businesses”, “not having to sit behind a desk every day”.
This exercise will achieve three different objectives for you:
1) It will remind them about the positives of their daily lives.
2) Some of their peers will present positives others never thought of.
3) You’ll gain valuable information into each individual’s motivation to help you in your coaching sessions.
Note: You may have to prime the well and start the conversation by sharing why you enjoy your career and/or company.
We have broadcast clients across Canada and the US, poised to increase their local-direct sales. We are looking for salespeople and sales managers, and those ready for a move into management, in small, medium or large markets.
If you’re looking for a move upward, or simply to another market or a more customer-focused sales culture, please forward your resume to [email protected].
We also have entry-level positions if you know of anyone wanting to enter this exciting industry.
All resumes are held in strictest confidence and never presented or discussed with any of our clients without your permission in advance.