A few months ago, The CBS news magazine 60 Minutes reported that there are three million job openings in the United States (500,000 in the manufacturing sector alone). These jobs, however, are going largely unfilled because the employers say they "can't find qualified workers." "Part of the challenge", says recruitment specialist Chris Stonick of Stonick Recruitment, Inc., "is that employers are still using the same hiring tactics they used in the last century: newspaper classifieds job fairs, and internet job boards. Sadly, these media now seem to only deliver the 'active' job seekers who tend to either be chronically unemployed or lack the higher-skill levels that most recruiters desire." Mr. Stonick goes on to say, "Radio is a fantastic tool for Maine small business and large corporations to reach 'passive' job-seekers. These are highly-qualified candidates who are currently employed and are not currently searing for a new job."
Watch the CBS News 60 Minutes segment on hiring dilemma below:
The Best Job Candidates Are Not Reading The Newspaper Classifieds
The best candidates for most jobs are already working for the competition. To compel them to switch companies, recruiters must find a way to talk to them. In the past, this could be done via display ads in local newspapers. But this tactic is now next to impossible. According to Media Audit, only 8.2% of newspaper readers ever open the classified section. And since overall newspaper circulation is precipitously eroding, the chances of a target candidate seeing a display ad is slim. The circulation of Maine's Portland Press Herald/Sunday Telegram is emblematic of this decline, losing almost 35% of its audience since 2007.
Online Job Boards Do Not Attract Qualified Candidates
Peter Capelli, a management professor at The Wharton School of The University of Pennsylvania, told CBS Money Watch about a recent online posting for an engineering job. The post generated 29,000 responses. The company concluded, however, that none of the applicants had the necessary qualifications to fill the job. YIKES! Gabriel Shaoolian, chief executive of Blue Fountain Media, a Web design and marketing company with 85 employees in New York, told the New York Times that he has 10 openings right now because his company could not find enough highly qualified people with technical backgrounds. To fill those jobs, Mr. Shaoolian said his company had used online job boards like Monster.com and Craigslist over the last two years, but found the experience frustrating because most of the applicants were unqualified. “It was catastrophically bad,” Mr. Shaoolian said. In both cases, online job boards like Monster and Craig's List attract low-value, active job seekers.
Radio Reaches The Coveted 'Passive' Job Candidates
The best candidates for your current job openings are already working...but not for you. Recent articles in the Wall Street Journal and The New York Times reveal many companies covet their competitors' workforces. Traditional recruitment tools such as internet jobsites and newspaper classifieds have not proven to be effective in reaching the "already employed" or what is called The Passive Job Candidate.
Employers are 31% more likely to reach passive job seekers on the radio than in newspaper classifieds. Radio is 40% more likely to reach passive job seekers than internet job sites like monster.com or indeed.com.
Regarding newspapers specifically, only 8.2% of newspaper readers actually read the help-wanted classifieds. These readers are more likely to be unemployed, active job seekers not the employed, passive job seekers employers are seeking. Radio, on the other hand, reaches 91.3% of newspaper readers that never read the help-wanted section. These people are more likely to be passive job seekers.
5 Tips For Effective Radio Recruitment Advertising
- Advertise for passive job seekers on Sunday, Monday, and Tuesday. These are the days of the week that passive job seekers are most likely to express discontent with their current job and will be most receptive to your recruitment message.
- Use current employees in your radio commercial to extol the benefits of working for your company. Their testimonials should sound spontaneous and not scripted.
- Choose radio stations whose qualitative profile is consistent with the profile of your best candidate. This can include level of education, previous job category held, etc. A radio station representative should be able to provide you with either Media Audit research or MRI research that will demonstrate these qualities of their station's audience.
- If the radio stations you choose also broadcasts on the internet (streaming), then be sure to place commercials in their stream as well. Research from Edison and Arbitron indicates that 33% of people who listen to radio at work listen via computer or mobile device.
- Point candidates to your website. Using radio, you will reach most people at work or in the car. If you captivate their interest, then they will need to respond at a later time. Research indicates 9-out-of-10 people forget a phone number within 5 seconds of hearing it. Candidates are more likely to remember your website address, than the 7-10 digits of your phone number.
Full disclosure: although we use several media for recruitment at Portland Radio Group, we get many of our best candidates from advertising on our own radio stations following the tips above.
To learn more about the power of radio recruitment advertising, we recommend the following upcoming seminars and webinars to be conducted by recruitment expert Chris Stonick:
[Qualitative Radio Listener Information Source: Media Audit, 2011]