Recruitment Advertising

Somewhere between $10 and $12 billion dollars is spent annually on "help wanted" in the US. The Wall Street Journal alone earns more than $300 million a year from this type of advertising (a full page in the Journal's classified section exceeds $100,000!). Is it effective? As the Victorian parson replied, when asked by the bishop whether the plover eggs were tasty, "well my Lord, they are exceedingly good in parts," so we can conclude that recruitment advertising sometimes works. The real question should be of course, just how well?

To answer that question, we need to examine the case of a mid-western packaged-goods company who is looking for a new Director of Sales.

They decide to place an advertisement in the largest regional newspaper and sit back for applicants to roll in. What are their chances of success? Well, firstly, it will depend on how many qualified candidates actually exist in the catchment-area covered by the newspaper. Secondly, how many of those actually read the advertisement. Thirdly, how many of those who are qualified and read the advertisement, are positively interested in the position. Fourthly, of those who are qualified, read the advertisement and are positively interested, actually sit down and respond to the advertisement.

And, so it goes on! There is a built-in process of elimination over which the advertiser has no control whatsoever, (known as the negative elimination factor) that, step-by-step, reduces the advertisements effectiveness. But, let us go to a point where, at least some qualified candidates have applied. This number represents the absolute total of the available candidates from which the company is able to select the best person.

Let us also suppose that the company proceeds towards a positive conclusion (the intention being to appoint the best applicant), it would seem to be a reasonable assumption that the candidate selected is the best of the bunch. A successful hiring must equal an effective hiring process, so the advertising can be adjudged efficient. But is it?

Let's go back to the start again and examine the company's needs. You can be sure that the advertisement waxed poetically about the positions potential; its opportunities, challenges and rewards. As Dr. Johnson once said, "the soul of an advertisement is promise, large promise". We can safely assume that the opening is described as an outstanding one, worthy of the interest of the best caliber of talent around. However, the odds favoring the advertisement attracting the most qualified candidates have to be poor indeed, as there are so many factors working against the advertiser, the most important being on target.

The busy and mobile (recruitable) Sales Directors (the people who should be the advertisers prime targets) rarely have time to read the thousands of advertisements appearing daily in newspapers and magazines. And what if they don't live in the catchment-area? Talk about a seed falling on stony ground! Obviously you can advertise nationally (for much much more money!) but even then you still have only a one-time-shot at getting their attention.

There is little doubt that recruitment advertising does attract considerable response, more often than not, too much. Sadly, for the advertiser, the quality is suspect and the best of the bunch is not the same as the pick of the crop!

We are sure you have all heard about the person who went to Las Vegas and beat the system, but never talks about the other times when he didn't. Advertise if you must, but don't expect a shotgun to respond like a rifle!

terri-robinson@recruit2hire.com

Terri Robinson, President
Phone: (602) 233-8410 Fax: (253) 322-1387