A New Way to Attract Job Candidates

Employers looking to fill open positions may want to supplement their online recruiting efforts with offline job advertising.

It’s a trend that appears to be gaining momentum.

Revolutionary Concept

In a world where nearly everyone is connected to an electronic device for most of their waking hours, it may seem odd to suggest other methods of job seeker outreach.
Approximately 77 percent of Americans now own a smartphone, according to the Pew Research Center, a nonpartisan fact tank. So why not just focus on technology, especially mobile?
The short answer is that you should continue to rely on technology, with attention to mobile, when promoting employment opportunities. However, it’s important to remember that people do occasionally look up from their electronic devices. Why not take advantage of this time to also connect with them?

Job Advertising Examples

Here are some examples of offline job advertising.

• Sandwich board at the entrance to an office supply store indicates the store is hiring, specifies type of candidates it seeks, provides an overview of benefits, and directs job seekers to the company’s website to apply.
• Rubber panel, hanging on the underside of a tractor trailer, that reads, “We’re hiring” and includes the URL for the trucking company’s careers site.
• Banner, hanging from a big box store that simply reads, “We’re hiring.”
• Sign outside the entrance to a regional construction firm that reads, “Skilled construction workers wanted.”
• Roadside billboard advertises job openings at a solar system provider.

Wider Audience

An employer that utilizes offline job advertising reaches the general public. While this may seem like a negative, because it isn’t targeted, it could turn out to be advantageous.
People who encounter these and similar help-wanted notices have family members and friends, some of whom are job seekers or disgruntled employees.
The likelihood that a person will mention hiring information that crosses their path is probably far greater than a person passing along an online job posting.

Spreading the Word

It’s part of everyday life. “I was at the shopping center this afternoon and I noticed that ABC store is hiring.” Family members, not to mention neighbors and coworkers, have these kinds of conversations all the time.
Why not let these folks do some of the advertising and recruiting for your company? All you have to do is let them know you’re hiring and they will spread the word.
As for this method of recruiting being old-fashioned … remember, when it comes to fashion, everything old is eventually new again. Besides, any trend that leads to new hires is one you want to follow.

Paula Santonocito, Contributing Editor for Recruiting Daily Advisor, is a business journalist specializing in employment issues. She is the author of more than 1,000 articles on a wide range of human resource and career topics, with an emphasis on recruiting and hiring. Her articles have been featured in many global and domestic publications and information outlets, referenced in academic and legal publications as well as books, and translated into several languages.