Selling Radio Direct with Pat Bryson
Recruitment Is A Hot Category Now
If you’ve called on any businesses at all in the past year, you’ve heard this sentence: Finding enough people who want to work is one of the biggest challenges our clients face.
We are in a perfect position to help them with this problem.
Radio has been a source for finding employees for decades. Those of you who remember X number of years ago (I’ve quit referring to specific decades for obvious reasons), will remember having recruitment specialists on staff who worked with the HR departments of businesses. This person targeted large manufacturing firms, hotels, anyone who employed a lot of people. Even then, the newspaper classified was waning and HR managers were searching for other avenues to fill their openings.
If you’ve tried using Indeed or Zip Recruiter or Seek, in Australia today, you’ve probably had mixed results. So have your clients.
Why does radio work so well?
If I personally am not looking for a job, I won’t be trolling Seek or Indeed, the newspaper, or any other dedicated source. But, I am probably listening to the radio, as 93% of all Americans and Australians do. If I happen to hear an ad for a job opening, and I know someone who is (or should be) looking, I may pass on the information. Radio provides a wider reach. Often times, it IS another person who introduces a candidate to a job opening.
Radio yields less applicants, but better applicants. Why is that important? I’ve been interviewing salespeople for my clients. Some of them have been advertising on Indeed as well as on their own airwaves. I’ll recount my latest experience with Indeed candidates:
30 applications received.
15 MIGHT have had some work history that could recommend them for this opening.
I contacted those 15: Seven responded.
I set zoom meetings with the 7: Four stood me up.
I bet some of you have had similar results. Now, I’m not advocating ignoring other avenues to search for employees. I am saying that our clients may have had the same experience. They wasted a lot of time dealing with flaky applicants or those filling out unemployment forms. They, too, are looking for other avenues. That would be us! We may deliver less applicants but we deliver more qualified candidates.
Plus, many of us now sell digital advertising, print, outdoor as well as radio. We can combine the forces of all these media to deliver qualified candidates.
Whom do you prospect? Anyone with a “help wanted” banner. Ask all your current clients. Then, branch out. Are there manufacturing firms in your area? Reach the HR director. Get to know their needs before they arise. Make it simple for HR directors to buy from you. Have a preestablished campaign that can be activated with a simple call from the HR director.
What does that plan look like? We’ve had good response with Sunday-Wednesday schedules with 10-15 a day. Heavy frequency at a time when people are dreading returning to a less-than-satisfactory job. Depending on the number of openings, schedule for 1-3 months. We work with several businesses that run recruiting campaigns year round. They always have openings! For companies that have large staffs, this works well and keeps their pipeline full of good candidates.
Our businesses need our help. Without enough good employees, the business cannot run at its maximum capacity. In 2022, they must be able to fully serve their customers if they are to rebuild from the last two years.
Happy Selling!
