Spring is in the air

14 Mar

Spring is a really busy time on radio for one type of advertiser.

Although this sector of business advertises all year round, it’s particularly noticeable during Spring.

We’re talking about recruitment.

Spring is one of the key points in the year when companies advertise new vacancies and employees start to review their careers. At Radio Experts we’ve certainly seen an increase in briefs for recruitment campaigns over the last 2 weeks.

Radio is a perfect medium for recruitment. Audience figures show that 72.9% of UK adults aged 18-60 who are in employment listen to commercial radio for an average of 12.4 hours each week.

Here are some of the other key advantages radio can offer:

  • Radio delivers a wider recruitment audience

Advertising in local press only reaches those actively scouring the job ads for a new role. But radio is intrusive, so as well as those looking for a new job, radio picks up those who are just minding their own business who can be very tempted with a well crafted invitation to a better job. In radio, recruitment ads will also be heard by other “influencers”. Wives, Husbands, Mothers, Fathers etc; who will pass on the information about a job to family members.

  • Radio and Online are often consumed together

A large amount of radio listenership takes place in the workplace or in situations where listeners have access to both the web and their radio (and many even listen online). This means that those who wish to respond to a recruitment advert they’ve heard on radio can have an instant look at the recruiter’s website.

  • Radio is a 24/7 media

Radio recruitment schedules can be optimised so that the adverts go out at key recruitment times. For instance on a Sunday night, when people have the blues about work the next day. Or when recruiting for security guards, the spots can be planned to go out overnight.

Every campaign is different, but a good creative approach and intelligent, intuitive planning of airtime can be the biggest drivers behind radio’s success with recruitment campaigns.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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