One day God was sitting when an Angel came up to him. “God, you’ve created all these wonderful things, but the guys down stairs would like to have a go… we’ve formed a committee… and we think we can do a pretty good job.” For the next week God could hear all the arguments and discussions coming from the board room… until he was finally presented with the results… “What is heaven’s name is THAT!?” He asked. “That…. Is a platypus!”
The shop assistant looked back at me blankly over the counter. He was doing his best impression of a goldfish. I was there because of the special offer on a mobile phone. Free in car charger, hands free kit and leather case. The problem was that the owner of the shop had not communicated any of their current campaign with anyone on the shop floor. The manager said it had been discussed, but no decision had been made. The owner had actually started running radio ads on the local station, but the shop did not even have the radio station playing in the store! No communication and a lot of red faces.
If you’re doing any radio advertising campaign… no ANY advertising campaign… it is essential that all your staff are briefed and know how to respond to a customer. It’s a good idea to play the radio commercials to your staff. But this is the moment to warn them, you are not looking for opinions. You’re not interested if your staff likes them or doesn’t like them. In all likely hood your staff are not the target audience for your product. You are letting them know what is going out on air. If you allow your staff to make changes, give opinions, make their opinions on the script you will end up with a platypus script. I have even had one client who would get the opinion of his 7 year old child before he ran a commercial… he was selling window frames, not even a product aimed at children. Not the actions of a smart marketeer.
Your emplotees opinions may count, you need the experience of your people at the sharp end, but at a much earlier stage of the creative, and in the overall creative collective brain of your business.
Remember, you staff need to know what’s happening with your advertising.
Retail Sales Staff
My friend Ian loves his job. He is good at it. He’s dedicated. He’s also very happy in his current position. Ian does not look at the recruitment pages. Why would he? He’s not looking for a job. But one day he heard a radio commercial. The radio commercial was a recruitment ad for a rival company. They were looking for people just like him… and were offering some better conditions than his current employers and a chance to progress. For him it wasn’t about the pay, it was about the opportunity to develop his career. He was not looking to move…. but he was given a good reason to rethink.
For recruitment, radio reaches people who are not necessarily wanting to change jobs, but would move if they were given a good reason. Frankly, most of the people who scour the recruitment pages of magazines or website are people who are either dissatisfied and de-motivated in their current position, about to leave their current job for whatever reason, or are not yet qualified job seekers that will apply for any job in the hope they can bluff their way through the interview.
Radio will work well with your newspaper recruitment ads… the newspaper can give all the details and the application process… radio will reach people who are happy and motivated. These are much more desirable staff.
There are a few things to remember with recruitment advertising on the radio. Just like a product ad campaign, think clearly about how you want people to respond. Concentrate on 1 point of contact… if it’s to email a CV make sure it’s a “Radio Friendly” email address. Give the listener a really good reason to respond. With radio it’s worth spending a bit of time to ensure you only get the right kind of applicants. It’s better to have 6 applications qualified for a position, than 100 with only 1 suitable candidate. Don’t try to sell the whole job in your radio ad…. leave a bit of space and curiosity.
Also, you need to sound like someone who people want to work for. Formal language announcements on radio may have been fine 20 years ago, now you need to speak to people in a language they respond to. Government bodies are particulary bad at trying to make a job sound important by using language no one uses. Talk to the individual you are trying to recruit.
Radio recruitment advertising is very powerful.