Recruiting Case Study: Radio Gets Results for Owens Corning

Owens Corning was preparing to open a new plant in Gresham, Oregon. They needed to recruit skilled workers for some tough-to-fill positions.

So Owens Corning decided to give radio advertising a try. We put together a combination radio-and-online campaign on 1190 KEX Radio in Portland.

Did it work? We’ll let John McClellan of Owens Corning tell the story:

Candidates who heard the ad were directed to type in the keyword “Owens Corning” in the search bar on the KEX web site. This took them to a special page we built which described the open positions and qualifications. The page had a link so that candidates could email resumes directly to an Owens Corning recruiter.

It was easy for Owens Corning to track results and know exactly what they got from the campaign.

While the traditional recruitment advertising methods, such as classified ads, job boards,  and career fairs, are good at attracting the “active” job seeker, they miss the very desirable “passive” candidate — the currently employed worker who isn’t seeking a new job, but would be open to a new opportunity.

Radio advertising excels at reaching those candidates as they drive to and from work, and on the job site.

If you’ve got positions to fill in the Portland/Salem/Vancouver area, Phil Bernstein — that’s me! —  can help you get these kind of results. Give me a call at 503-323-6553, or email me here.


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3 thoughts on “Recruiting Case Study: Radio Gets Results for Owens Corning

  1. This rocks. Makes me wish I was still selling radio so I could borrow it. Was it an easy “sell” to get the client to record the video?

  2. Not difficult at all — it helped that his experience with us was very recent and very positive.

    It took five minutes to record, and less than an hour for this incompetent rookie to edit, post to YouTube, and embed in the blog.

  3. Phil – really enjoying these case studies. It’s always helpful to get real-world examples of what’s working. I’ve passed this info along to a couple radio AEs I know here in Dallas.