As a data-driven agency that lives and breathes performance-based media, the first place we turn to for our recruitment advertising campaigns is not usually radio. While we typically run targeted, trackable digital media with the aim of high conversion rates and low cost-per-conversions, sometimes it is appropriate to go big or go home and run wider reaching media. When looking at broader reaching options such as billboards, transit, television, and direct mailers, in most instances I like radio recruitment advertising the best.
When is radio recruitment advertising a good play?
- When you’ve hit the obvious go-to’s (job postings, sourcing tools, social media) and are looking for something farther reaching and a bit out of the box, radio can be a great option.
- When your job openings have a wider target audience, such as hourly positions or entry-level roles
- When you have openings for multiple types of roles and need to reach candidates with different backgrounds and experience levels
- When you have openings in multiple facilities in the same general area, radio recruitment advertising is a great way to reach folks on all ends of town. A billboard is less likely to be seen by candidates throughout the area.
- When you are looking for a branding play, radio can help get your company’s name out beyond active job seekers.
- When you are having a hiring event – a hiring event creates a time-sensitive message and elicits a response from a wider range of candidates.
- When you need to get media running quickly and/or have limited creative resources – radio vendors will produce the spot for you. All you need to do is send a script and they can typically get the campaign live within a few days. It takes much more time and resources to produce billboards, transit, TV, or direct mailers.
Terrestrial (traditional) radio or digital radio?
It is probably no surprise that we usually prefer digital radio for a few reasons.
- More targeting options
- Guaranteed impressions
- Audio ads are accompanied by a banner ad that adds branding and gives candidates a place to easily visit for more information.
- Tracking capabilities when candidates click on the banner
However, there’s a high entry-level price for digital radio which often eliminates it as an option. Currently, Pandora audio campaigns start around $10,000 and Spotify campaigns start around $25,000. This brings me to the next question we frequently get…Traditional or digital #radio for #recruitment #advertising? Here's the verdict Click To Tweet
Pandora or Spotify?
From my experience, I haven’t seen a big difference in performance from Pandora vs. Spotify. Their ad units are very similar, so I don’t think either platform has a considerable advantage over the other that would result in more clicks or conversions.
As I mentioned, the biggest difference is the cost. Spotify’s base cost is at least double that of Pandora’s, but you are purchasing more impressions so you are also getting more. When you break it down to a CPM, Spotify has been a bit more expensive in my experience.
The ongoing question is which platform has more listeners to advertise to. As of 2016, Spotify has taken the lead with more listeners than Pandora. However, almost half of Spotify listeners are outside of the U.S. and only 63% of U.S. listeners have the free subscription and receive ads. This means that for now, Pandora has more listeners that advertisers can reach than Spotify (81 million vs. 33.5 million).
How to do a radio recruitment advertising campaign right
- Work with your vendor to target your intended audience as much as possible – on terrestrial or digital radio.
- Radio ads are quick, so be sure to include all the essential details in a compelling way: your company name, what your company does, what positions you are hiring for, and what sets you apart as an employer.
- Have a clear call to action on how candidates can learn more and apply. For terrestrial radio, make sure you include a URL that is easy to remember. For digital radio, encourage candidates to tap the banner or visit a URL to apply.
Have you tried radio recruitment advertising yet? If you have, let us know how you liked it in the comments or on Twitter!