Nash suggests omitting names and addresses, though. If you're trying to reach employed people, give them a phone number, hotline or web site to contact. Kohout says companies can personalize ads and boost worker morale by incorporating employees into them. Even current employees get a little excited when they see that it's not just senior management getting all the glory. That gives more impact than a canned performance.
Timing is another important consideration.
Malpiedi points out obvious mistakes like advertising for accountants in April or forgetting that shift workers may need to hear your message at midnight. For teachers, though, the summer may be better. Repetition is a key aspect of radio recruiting, but getting the frequency right may be difficult for HR staff, says Kathryn Biddy Maguire, president of Revenue Development Systems, a Boston consulting firm that advises radio stations on non-traditional revenue sources. You need to rely on radio professionals as to how many spots to buy in these situations. Those professionals are available either through the radio stations themselves or through outside agencies.