Your employees are your most valuable assets, and leveraging the power of TV advertising to recruit top talent is an excellent way to highlight the advantages of working for your company. Much like marketing to consumers, creating TV ads to recruit talent appeals to their needs, engages their senses, and builds brand trust.
TV advertising has over 90% reach among working-age adults 35 and older and over 80% of those aged 18 to 34. In many cases, it's your company's first impression and the most lasting.
Research also shows a historical rise in talent shortages. ManpowerGroup reports that 69% of employers have difficulty filling jobs - the highest in more than a decade. Recruitment advertising can expand your reach to potential hires, exclude candidates that aren’t a good fit, and attract top talent by showcasing your company's values, culture, and benefits.
Here’s how to recruit top talent using TV advertising.
Create a TV Commercial
It can be challenging for candidates to decide to work for an organization when they're unfamiliar with your company. Creating a TV commercial is an excellent way to share who your company is and explain why you are the employer for them. To do so successfully, you'll want to consider including two significant elements:
1. Show your workplace in action
If job seekers want to know what it's like to work for your company, what better way than to take a video of your workplace in action and turn it into a commercial? You can expect your candidate application rate to go up 34% when using a video over a written job post that shows what you have to offer. Recruitment advertising using TV is the perfect place to show why job seekers should consider your company over the competition.
2. Use your employees to attract new ones
There is no better TV advertising and recruitment than having your current employees tell why it is a great place to work. Potential candidates love to see that you are already taking care of your employees and making them happy before they consider your company, let alone commit to a position.
The challenge in reaching top talent is you may not have had the opportunity to establish a bond of trust with them to entice them to your opening. Using your employees to attract new ones can significantly reduce (if not eliminate) this challenge. LinkedIn reports that candidates trust the company's employees 3x more than the company itself to provide them with credible information on what it's like to work there.
Highlight Your Company Culture
Another significant component of TV advertising and recruitment is highlighting your company culture. It gives potential hires insight into your company's values and your employees attitudes and behaviors to ensure they're a great fit. It is just as important for you to sort out candidates that don't fit your company culture as it is for job seekers to find a company that equally represents their values. Here are a few things to keep in mind when creating your recruitment ad:
- Show you’re on the same page - Company culture and your business’s mission statement are the tools used to ensure that your employees and potential hires are on the same page about how they are expected to behave and work together as a team. Companies with a strong culture saw a 4x increase in revenue growth and outperformed competitors by 20%.
- Attract the right fit - The promotion of your company culture opens up the opportunity to attract only (or mostly) the employees who meet your expectations, reducing the number of applicants who don't identify with your company’s core values.
- Candidates are actively seeking good company culture - People are looking for jobs at companies they align with, which can help with employee retention and turnover. Having a good workplace is becoming rapidly more essential by the minute. LinkedIn reports that 70% of professionals in the U.S. today would not work at a leading company if it meant they had to tolerate a bad workplace culture, and 25% of candidates said that better company culture is among their top reasons for changing jobs.
Use Incentives
Using hiring incentives can make a big difference when recruiting top talent. It can be an excellent way to promote the advantages and benefits of working for your organization over others.
According to a Glassdoor Employment Confidence Survey, 60% of people report that benefits and perks are a significant factor in considering whether to accept a job offer. Additional incentives to consider include:
- Performance bonus - 35%
- Job flexibility - If applicable, it has been proven to attract around 30% of candidates.
- Office perks (free lunch and casual dress) - 19%
- Tuition Reimbursement - 18%
- Employee Discounts - 17%
We also recommend featuring a signing bonus or referral bonus to drive participation and interest. Either way, incentives have been shown to work, so it’s important that you incorporate them into your recruitment advertising.
Run Your Campaign for Around 90 Days
Running your campaign for around 90 days is a great way to get your company and job opening out there without exhausting your efforts. You want to give enough time to brand your company and promote its value to job seekers without losing traction.
We say three months because:
- TV advertising effectiveness is at 70% between three and six months.
- Your message can become stale if the same one is running for too long.
- It gives potential hires enough time to become aware of the opportunity and take action.
Consider Passive Candidates
Make sure your creativity speaks not only to those who are actively seeking employment but those who might be content in their job too. While it may seem redundant at first to reach candidates who are already employed, there are several reasons this can be a successful tactic.
To name a few, you should consider passive candidates because:
- 70% of the global workforce are passive candidates.
- The number one reason people change jobs is "career opportunity," and your job opening could be that opportunity they didn't know was available to them.
- Your company culture might be a better fit for their values and skills.
- 87% of passive candidates are open to new job opportunities.
Work With a Trusted Source
It can be challenging to attract and engage with potential hires when there is a talent shortage. Consider a media partner for additional insight and resources into how to appeal to candidates using TV advertising.
