Good advertising involves meeting people where they are. That’s because when we understand where someone is emotionally, mentally, and physically, our messages have a better chance of reaching them. Mentally and emotionally, job seekers may wish to develop or enhance skills, experience new challenges, or make an impact in their community. But where physically would we find job seekers? According to research done by the National Recreation and Park Association, nearly all (96%) of Americans spend time outdoors every day. So, if we want to advertise where the people are, what are some options for outdoor recruitment advertising? We’ve got some helpful suggestions below:

• Agency Employees: Remind employees in direct service (bus drivers, firefighters, librarians, lifeguards, police officers, etc.) that they are walking, talking advertisements for jobs in your organization. Give them cards to hand out with the web address for your job listings when someone invariably asks, “What’s it like to work where you do?”

• Billboards: Buy billboard advertising. A study done by the Out of Home Advertising Association of America (OAAA) found that billboards are between 38% and 86% effective in getting viewers to take action (buy a product or service, apply for a job, etc.). Messaging should be memorable and brief, with a clear call to action, such as “Apply today!”

• Campus advertising: Outdoor advertising on campus can be effective if you want to reach recent graduates or those furthering their education. When enquiring about ad rates, be sure to emphasize that you are an employer. Colleges, universities, and trade schools want their students to find work—it’s in their best interests—and will welcome and provide discounts for on-campus recruitment advertising from local employers.

• Digital Screens in Public Spaces: Place ads on digital screens. Many cities have digital screens or kiosks in malls, airports, and sports stadiums where you can place recruitment ads. The benefit of a digital screen is that it allows for more frequent updates. Want to save money? Make a list of upcoming recruitments and buy ads all at once to obtain a volume discount.

• Outdoor events: Sponsor or table at an event. Sponsoring an event is an effective way to share advertising costs and put your agency’s name on posters, banners, and flyers that will be seen by potential job seekers. Tabling at outdoor events such as community festivals, farmers markets, job fairs, or sporting events, provides direct contact with potential candidates.

• Parks and aquatic centers: Post ads on bulletin boards in public parks or aquatic centers. These are wonderful places to post general recruitment ads or specific job announcements.

• Public Transit: Target commuters with ads on buses, trains, and subway stations. Exterior ads on the outside of transit vehicles are usually more expensive because they are seen by more people. Interior advertising is usually less expensive, but your organization has the benefit of a captive audience. Also, remember that transit-related advertising options are available on benches, kiosks, and bus shelters.

Each of the options listed above offers unique advantages as well as the opportunity to reach a broad and diverse audience. Since almost everyone goes outside every day, if you want to reach people where they are, that’s where a portion of your recruitment advertising should go.

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Need a hand? Want more information or a consultation? We’re happy to help with staff recruitment processes and recruitment advertising needs. Email us at info@mynpsj.com