Perhaps most important, radio ads may be a better vehicle in today's tight labor market because they reach candidates who are already employed and may not, therefore, be looking through help wanted ads. Edison Media Research of Somerset, N.J., reports that 65 percent of the labor force prefers to listen to the radio at work rather than read a newspaper, watch television or surf the Internet. Targeted marketing and urgency Most companies that place job listings in newspapers are trying to reach the largest possible audience at the lowest possible cost. But they end up reaching everyone in the city, from teenagers to retirees. Radio, on the other hand, allows businesses to target ads for a specific audience and add more detail to their copy.
Radio also can convey a greater sense of urgency.
When Farm Bureau Insurance in Lansing, Mich., used this approach to recruit agents, its HR department got voice mail responses within minutes after the ad aired. In radio, you get a feeling that the company needs you right now. Finally, radio allows companies to be more personable. Daniel Bordeaux, a recruitment specialist at McDonald Broadcasting Co. in Saginaw, Mich., adds that radio spots need to give listeners a reason to change companies. Bordeaux points out that companies can dig a little deeper and find legitimate reasons for workers to make the switch, but they can't assume radio will work magic for them.