We’ve developed these five top tips to help you put together the most effective media strategy and budget when planning your clients’ recruitment advertising
There’s no secret formula to creating a media schedule. It’s all about establishing goals and objectives, identifying your target audience and using a bit of common sense to reach them.
2. What do you want to achieve?
Unless your client is using recruitment advertising to combat bad publicity or throw competitors off the scent of real happenings within the company, your clients’ main objective is recruiting the right candidates.
Putting together your clients strategy couldn’t be easier if you take the; what, why, who, how, where and when approach.
· What is the job role?
· Why should people be applying?
· Who would benefit from working there?
· How do you want to target your audience?
· Where is the position?
· When do you want to hire?
3. What is your clients’ USP?
Companies operating in very competitive markets, where good quality candidates are scarce, need to clearly define their employment USP to help stand out from other companies. This is especially important if your client doesn’t have the same advertising budget as their competitor.
Examples could be 30 days holiday as standard, great maternity package, company car, and travel allowance. Google was voted as the most desirable company to work for by marketers and it’s not surprising given that they have a free canteen offering fantastic meals, flexi-working hours and you can even bring your dog to work with you.
Once you’ve answered all of these points you can begin to get a picture in your mind of what its like to work for that company and where you can begin to start promoting their job. Before you do this, collate all of your research and information in an easy to follow presentation that can be sent to the client for agreement.
This will allow you to check that you understand where the client is coming from, and if you’ve managed to identify anything new in your research you’ll be able to encourage confidence in the client that you know how to help them.
4. How much money should we invest in advertising?
How do you calculate the cost of your campaign or advise your client on the budget they should allocate?
Advertising is an investment and should be viewed that way. You get out what you put in – In this modern day and age the internet is a vital recruitment tool and should be viewed as such with online know-how you can make a budget stretch along way.
Read this article on recruiting using web 2.0 for more advice
5. Calculating marketing budget
Knowing your audience will play a big factor in determining your recruitment budget, as this will be the decider on where you should be advertising.
An industry guideline is 10% of the salary, but if you’re dealing with a company operating in a competitive market you will need to increase that figure.
Remember when discussing advertising with your client it’s not about cost it’s about value and you could always use the old adage ‘Pay peanuts, get monkeys’
You can also look at competitors advertising coverage and work out what they’re spending. This will give you a good idea of what you/your client should spend to get a similar coverage.
If you’re lucky enough to work with a client with a limitless budget then your approach will slightly different and work on the basis of how much can you afford to invest to annihilate your competition.
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