Rich Peterson told government recruiters that broadcast advertising allows employers to create a greater sense of reality, immediacy and enthusiasm through sight, sound, and or motion.  It reaches a passive audience that might not otherwise be exposed to your message in the more traditional realm of print/classified advertising.

Although broadcast as a medium is generally considered "intrusive", "repetitive", and "annoying", these are actually the most important aspects of this medium--more likely to catch people off guard and command their attention so as to actually imprint the idea of changing jobs in their minds.

This kind of advertising conjures thoughts of multi-million dollar expenditures carried over to every corner of the country, but it is actually quite cost effective when pitted against the expenditure of running print ads repeatedly and simply reaching the same stale audience.  In addition, broadcast buys, especially cable TV, where it is highly regionalized due to signal frequency/range, can be purchased with almost pinpoint accuracy with regard to desired demographics. Cable outlets and networks are willing to work with you and are hungry for your business.

Compared to industry standards in the public and private sector, the value of the your company communications contract is substantial. As in any government agency, it is important to keep in mind the taxpayers’ interest in accomplishing the mission of the agency while effectively managing the funds appropriated.

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Comment by Keith D. Halperin on November 11, 2013 at 3:59pm

Thanks, Richard. ISTM, that if your company has the money to spend on broadcast ads, it could get much better resorts by hiring targeted sourcers to go after exactly the types of people sought.

 

Thanks,

Keith

Comment by Richard Peterson on November 11, 2013 at 4:43pm

Keith:

Had to work on, "ISTM." I'm there now. :-)

I would agree with your belief. Assuming you meant "Results" versus "Resorts." However, the upside to to sticking with "Broadcast" is "Name Equity."

If the employer (Company) is also attempting to create a name for itself like, "Employer of Choice," (Yes, I know--overused!) then broadcast makes sense.

As you already know, in Recruitment, "Name Recognition is Everything!"

Comment by Keith D. Halperin on November 11, 2013 at 5:37pm

Got me there, Richard. Thank you for the correction. oo much haste, not enough speed. 

You are quite correct: there's little I that can't be created in terms of name equity and positive employer branding with an unlimited marketing/PR budget and a competent agency.

 

Please keep blogging!

 

Keith

Comment by Richard Peterson on November 11, 2013 at 5:46pm

Keith:

I'm all about doing everything with haste. That's what gets me in trouble!

Just today, I went back into my blogs and tightened them up by just proofing. :-)

And, I totally support a good recruitment partner.

And, they "know" they need us.

I too, enjoy our exchanges.

Only Good Things,

~rich peterson

Comment by Keith D. Halperin on November 11, 2013 at 6:21pm

Thanks, Richard.

Who said I "enjoy" our exchanges?  ;)

 

Cheers,

Keith

 

P.S. How do you write so much/frequently?

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