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Weird-vertising

Finding the balance between “edgy” and “on-point” can be a tricky tightrope to walk. You watch in wonder as the goofy commercials from Old Spice become viral hits on YouTube, and can only sit back and contemplate if a similar strategy would work for your company. But for every successful venture into the land of bizarre advertising, there are a hundred examples of spacey videos, confounding print ads, and even re-brands that have left company loyals confused and consumers scratching their heads.

As always in our industry, we need to think of the customer first. Old Spice is deodorant that goes under the armpit so you smell nice. Medical instruments and baby formulas have an entirely separate consumer base—weird shouldn’t be part of your vocabulary. In order to be different, make sure your customers are hip enough to “get it”. Even if you do decide to take a plunge in to the odd, make sure
you still convey your message. Advertising that doesn’t make a point is just… well, weird.

Above all, challenge the conventional with a fresh approach that doesn’t sacrifice your integrity, offend the masses, or lose track of your message. You’ll be surprised at the results.

Signing off for now,
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Recruitment Drive Initiatives: Part 2

You’ve done a great job setting up smart hiring efforts using a variety of modern vectors to connect with qualified talent. You efforts in social media hiring efforts are paying off. Now is the time to investigate ways to access your efforts.

The most important thing to remember is that an online hiring campaign isn’t strictly a game of numbers. You’ve furthering your employer brand. You’re increasing engagement. You’re disseminating information about your place of business. To evaluate effectiveness, you need to look at traditional online metrics including page views, landing page visits (if you’ve set up your system that way), and fan/follower counts. Actual conversions or hires remains a solid method to determine whether your campaign is working or not.

New, Web 2.0-savvy ways of tracking your hiring efforts include counting the frequency of re-tweets and searching out mentions of your campaign in other “new media” sources such as blogs and on personal posts. Using traditional and emerging metrics, evaluating your campaign makes a shift from quantitative to qualitative, but is still a very real and obtainable goal.

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Recruitment Drive Initiatives: Part 1

Faced with the task of launching a brand new recruitment initiative for your company, you could find yourself at a standstill. Between the many new types of media available today (including social media avenues like Twitter and Facebook) the options are more numerous than ever. The best solution for filling an open position is to first attract top talent, and then keep them at your organization. But with limited budgets, how do you make this happen?

No matter your medium, make a strong case for your open positions. Just what about your company provides value to your employees? Is the work culture? Compensation? Location? All have are important selling points to top talent. Consider allowing more personal expression into the workplace. Although an admitted time sink, companies are experimenting with opening up sites like Facebook and Twitter—often for business, networking related purposes. Companies are also providing time for music and exercise, finding that the resources they’re expending catering to high-performing employees is more than worth the investment.

Above all, remember that a plethora of available talent doesn’t necessarily translate into increased productivity, and ultimately higher revenue for your business. Taking the time to plan a thoughtful, fun, creative, rewarding workplace is a great strategy for truly utilizing emerging graduates with a lot to offer your organization.

Signing off for now,

Buyer Advertising
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