Branding a smarter approach

BRANDING your company using recruitment advertising is relatively new but according to advertising executives it is the smartest use of print and online space.

Adcorp Australia derives 65 per cent of its business from designing and booking recruitment advertising.

Account executive Chandra Woodley said while many clients were reluctant to change their adverts the ones who had done so were reaping the benefits.

“When clients ask advice from us we tell them to incorporate the branding and be more creative, however only a small percentage are doing that,” Ms Woodley said.

“Employment pages are not just very attractive for job seekers but also for managers and business development officers who read them every week to find out about other companies and to look at differing salaries,” she said.

“If you’re not promoting your brand you’re missing out on opportunities. You can direct people to a website to read it all, why bother putting it in the pages?”

The reluctance to change is thought to be caused by a lack of time to execute the back office functions required such as updating and maintaining an Internet site.

“It’s not something that can be done in an hour. A company needs to sit back and get a group of people together to decide what brand they want and to then work with the ad agency and marketing department. That takes time,” Ms Woodley said.

But she said it was something more companies would need to consider – particularly those seeking skilled candidates.

“I anticipate individual companies will need to heavily brand themselves because they are trying to attract the same top candidates as their competitor,” Ms Woodley said.

She said those people thinking of changing their company’s recruitment advertising could often have their ad agency change the format for free.

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