Success Story
The diversity division of USPS was looking to recruit minorities for a specific electronic position. The USPS needed to reach as many people as possible who would be interested in this niche position while focusing on diversity.
“USPS had over 5,000 applicants!… Overall I would say we were very happy with what we did and the results from KTU!”
– Zaidee Vasquez – Hispanic Program Specialist for the United States Postal Service
Using Broadcast & Out-Of-Home Media For Employer Branding Objectives
By Laura Schlieder
This is the first article in a series of three
In this three-part series, you will learn how broadcast and out-of-home media can be powerful mediums for employer branding, direct response, and employee testimonial campaigns. Part 1 in this series of articles will touch on using these media outlets to generate awareness and excitement for employer branding objectives.
You’ve spent a lot of time and energy creating your employer brand – now what do you do with it? What media vehicles do you utilize to help communicate to your audience that you truly are an employer of choice? Two of the obvious media choices are print and online, but have you thought about using out-of-home or broadcast media?…
Radio advertising falls under the broadcast media umbrella. Following are examples of how radio can prove to be powerful media vehicle when unveiling an employer brand.
Radio provides a niche reach, targeting the passive job seeker and impulsive prospect, and is ideal for branding. Attracted by different music and/or talk formats, listeners can be targeted by age, gender, educational background and/or various other demographic components identified through quantitative and qualitative rating information. Radio is personal and connected to emotions. Its ads can be relevant when written appropriately for the target audience and can be well-received and highly-accepted by the target audience when produced in a manner appropriate for the station’s format…
[Source: http://www.shaker.com/HumanCapitalTimes/summer07/indexsub.php?campaign=1&p=article4]
