What recruitment solution puts your message in front of millions of candidates while building lasting brand equity? Broadcast media. A consistently underutilized recruitment tool, broadcast media can help your company make a lasting impact in the job market without breaking your budget. Though traditionally the domain of Fortune 500 and Armed Services recruiters, broadcast media is accessible to companies of all sizes. To find out more about how companies can enhance their recruitment program with television and radio advertising, we interviewed Scott Young, a Chicago media executive.

Broadcast media is a flexible tool and can fit into your hiring program in a variety of ways. According to Scott Young, there are two basic ways to implement broadcast media for recruitment purposes. The first is your typical radio or TV "blitz" campaign. This form of usage often targets a specific demographic group and is designed to create a significant amount of buzz around an upcoming hiring initiative or event. The second way to use broadcast media is as a strategic branding tool. Typified by U.S. Armed Services recruiting, media broadcasting can be used to position an organization as an employer of choice.

By repeatedly placing your company's message in front of a target audience, your can boost name recognition while simultaneously familiarizing potential applicants with your organization's mission and values. One of the most successful organizations to utilize broadcast media is the United States Armed Forces. Through slogans like, "Be All You Can Be" and "Navy. It's not just a job, it's an adventure," the United States military has built a legendary employment brand. Recently other companies, such as Wal-Mart and Home Depot, "Great Careers Build Here," have launched dual-focus messages that highlight careers and merchandise. Watching personal stories of friendly employees, happy at work, candidates perceive Home Depot as an attractive employer with available opportunities. Broadcast media has not only helped Home Depot fill the pipeline with passive and active candidates, but also attract non-traditional candidates outside the normal retail pool.

The primary advantage of using televison and radio advertising is superb outreach, however, few companies capitalize on the power of this medium. According to Scott Young, one of the most common misnomers about broadcast media is that only Fortune 500 companies can afford it. That is simply not the case. Companies of all sizes can afford to integrate radio and television advertising into their recruitment programs. Media companies offer a wide range of options and rates can be as competitive, if not more competitive, than Internet and print ad rates. Companies like Infinity Broadcasting will work with you to develop a targeted program that fits your company's outreach goals and budget.

The benefits of using radio and television advertising are numerous. Broadcast media educates your audience about your company's culture and opportunities, reaches passive job seekers, and helps your company establish a consistent public image. Furthermore, the current underutilization of the medium means less competition for your message. Employment branding on television and radio can capture the attention of your target audience more easily than other forms of advertising. The images endure as well. By promoting your opportunities with broadcast media, you increase your chances of attracting the best candidates both today and further down the road.
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