Tag: human resources

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:

[youtube=http://www.youtube.com/watch?v=qSk7rVRVUCs]

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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Click this link to subscribe to Portland’s Finest Advertising and Marketing Blog.

Request your free copy of Phil Bernstein’s white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call Phil Bernstein at 503-323-6553.

Recruiters Use Radio Advertising To Reach Passive Candidates

I’m working with a Portland insurance company on a radio-and-internet campaign that hit the airwaves this week. The recruiter needs salespeople, and this is what he told me:

  • Each year, he hires roughly 100 sales agents
  • 50 of those agents will be gone before the end of their first year 
  • Of the 50 who remain, 25 will leave the company before the end of Year 2. 
  • In other words, 75% of the people he hires don’t last two years

He doesn’t have any trouble filling his openings. But he has trouble filling them with people who are good enough to make it work. That’s where radio can help. 

Most of the traditional recruiting avenues – classified ads, job boards, etc – target people who are already actively searching for a job. They may already be unemployed, or failing at their current position.

There’s another, more desirable category of candidate – the person who has a job, isn’t thrilled with it, but would be open to another opportunity. Radio can reach that person in the car on the way to work, at their workstation, and in the car on the way home after a bad day.

The radio-and-internet campaign will give this recruiter access to people who may not have considered financial services as a career – and people who may have considered it, but may not be thinking about his company.

Does this mean that, as a human resources person or recruiter, you should stop all your traditional activity and do nothing but radio? No. You’ll still get some good people through those old methods. But if you’re not getting enough high-quality candidates with your current methods, it may be time to give radio a try.

___________________________________________________________________________________

Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of Phil Bernstein’s white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call Phil Bernstein at 503-323-6553.