The Art of Using Billboards to Attract Job Candidates
If you live in or near a big city, you might drive past thousands of billboards in a given year, many of which advertise job openings. Perhaps you haven’t given them much thought if you weren’t actively looking for employment, but billboards can actually be quite effective when it comes to finding job candidates. This is what you need to know about using billboards for recruitment.
How to Design a Job Posting Billboard
Getting someone’s attention with a billboard ad is easy, but keeping their attention can be difficult. You want to make sure that people get the gist of what you’re advertising and know how to reach you. A phone number or web address should be prominently displayed. Make sure that any colors you have on the billboard are compatible with one another and easy on the eye. The text should also be aligned in a professional manner. Sloppiness is not something you can easily get away with when putting up a billboard because the size of the advertising will ensure that your errors are far more prominent than they would be otherwise. Beware of mistaking a job description for a candidate description. You don’t want to cause any confusion about what the job is. Consider a photo, now hiring headline, the position and or pay rate, and the contact info at the bottom (phone or web).
Where to Put It
When you decide on placement for the billboard, you’ll definitely want to select a location with a steady flow of traffic. However, you also need to consider who you’re trying to reach. If you’re out to attract recent college grads, having it near campus would be a good idea. If you’re trying to catch the eye of people who are athletic, having it near a golf course could work.
Selling “Now Hiring” ads
If you have digital billboards, they are a great opportunity to sell short runs to businesses looking for employees. Large businesses are often posting “Help Wanted” ads in newspapers and social media. They may be unaware they can reach a large area of local workers by utilizing billboards. Selling them a short run (2 weeks) can be a great way to get your foot in the door for more long-term advertising. Who are the best candidates for these “Now Hiring” billboards? Factories and warehouses that staff a lot of workers, auto plants, staffing agencies, etc.
Sources:
Your Job Description is Not a Singles Ad | The Hire Talent
4 Questions to Help Define Your Audience for Recruitment Advertising | Recruiter
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