Troubleshooting Your Hiring Strategy


In tough economic times, becoming complacent doesn’t pay. With a larger applicant pools, it’s possible for HR departments to tap into greater wells of talent: a double-edged sword. On the one hand, finding the best of the best becomes more of a reality. On the other, the sheer mass of applications to wade through to get into that position takes time—and as you know, that means money.

Of course, the strategy that maximizes your time is recruitment advertising. The tactics you use should aim not for the quantity of applicants, but the quality. Tailor your media—articles and web postings—with language that challenges an applicant as much as invite their resume. If you’re looking for extremely qualified applicants, don’t be afraid to ask for that up front.

Agencies like us exist to maximize the dollars you spend in recruitment initiatives with results that improve the functioning of your organization. We welcome all questions!

Signing off for now,

Buyer Advertising

Liking LinkedIn


It’s a great resource for job seekers. It’s also an invaluable tool for job recruiters. Since its inception, LinkedIn has been the go-to hub for everything career related. And why not? Not only can this sensation site allow prospective candidates to share recruitment leads and help build their own career-boosting community, employers can view credentials of potential employees with only a few clicks of the mouse. But how can employers promote themselves the most effectively? Read on for some quick fixes and important tips.

Fill out EVERYTHING. Every piece of information you transcribe into LinkedIn—no matter how small—is fodder for helping your SEO rankings and providing critical data for employees-to-be. It may seem tedious, but list every piece of information you can as an employer as LinkedIn requests. Even if that includes size and location of your organization and hours of operation.

Lend a helping hand. Get proactive about your presence. Offer recommendations to former employees and send messages to like-minded companies. The more you grow your circle of contacts, the more attention you’ll gather.

Plug it in. Connect your LinkedIn site to your existing assets—think blog, Facebook, Twitter, and webpage. Not only will you provide a resource to those candidates casually learning more about you, you’ll also provide at-a-glance information that helps you disseminate critical information—information that helps a candidate base make better, more informed decisions.

Until next time,

Buyer Advertising

What Heat Mapping Has to Teach Us


It’s the 21st century, and with these modern times comes an array of technology and tools that make us more effective advertisers. Chief among these is heat mapping—the process of tracking a customer’s eye movements when seeing a webpage for the first time. The eyes don’t lie: there’s a lot to be learned in regards to how a casual consumer relates to your landing page or site itself. Here are some important lessons.

People don’t read. On the ‘net, our time is valuable. People are very finicky consumers when it comes to the written word. Heat Mapping has shown that the average users spends almost no time reading the content of a piece—instead, they elect to scan the first few copy points or initial sentence. Having viable copy establishes professionalism; however, don’t count on it to bring in the majority of customers by itself.
Headlines Sell. Everyone loves a good headline. When analyzed, nearly every heat map has shown that people almost always read the headline first and thoroughly. What this represents: an opportunity. If you can make your pitch brief, cohesive, and compelling, you’re on your way towards a conversion.

We Love Faces. More than any other element, people are drawn to faces. Put a fellow’s (or ladies’) face up on the screen, and sure enough, a heat map will glow bright red around that image. Humanity is drawn to itself. Faces are interesting: attractive, ugly, unique-looking, every face tells a story. Count on images of people to draw attention and help tell your story.

Until next time,

Buyer Advertising

An Agency Advantage: Perspective


If you have a favorite book, you know that every time you re-read it, it loses a little bit of punch. A week of your favorite food may send you to Fresh City, hungering for a little variety. Even your favorite song, on loop, will make you feel as if you’re hanging out in an elevator. The truth is, the more familiar material is, the more we become blind to its effects. The same holds true for companies who write and produce their own hiring marketing material.

Whether your hiring campaign is being considered by management, product experts, or internal team members, it’s likely for them to simply assume key benefits and essential elements that just don’t register for someone browsing online or flipping through a magazine. For a business deciding on a hiring strategy, the results could be disastrous.
One great advantage of any agency can deliver is a little perspective. As outsiders, agency professionals immediately engage by considering a message from the viewpoint of an audience. This is such a critical process of attracting new talent—and frankly, communicating any marketing message.

If you’re testing your current employee messaging, ask yourself these questions: Is what I’m saying immediately apparent to my audience? Why should they care about what I’m saying? Is my content too detailed? Not detailed enough? Thinking like a consumer is something agencies are trained to do, and through audience-first perspectives, help you arrive at an optimized brand and hiring strategy that could work wonders for your organization.

Signing off for now,
Buyer Advertising

Top Ten Tips For Successful Personal Branding and Networking


Here are 10 great tips to help tell your story.

1 ) If you are doing something exciting, share it: communicate via LinkedIn, Facebook, or good old conversation.

2 ) Try to set goals for yourself–apart from those of your employer.

3 ) Focus on increasing your network any way that you can (personal, professional, etc.)

4 ) Take the time to evaluate any event before attending–even if attendance is free.

5 ) Find a partner in crime (or advocate).

6 ) Don’t be afraid of starting over. Sometimes it’s easier moving forward with a clean slate.

7 ) When family and career collide, decide which is more important–in the moment.

8 ) Continue to test and evaluate your own personal brand: Google yourself!

9 ) Don’t be afraid to cross the line of conversation from swim meet to sales contact.

10 ) You are your greatest advocate, but if you create a strong reputation in the marketplace and continue to support and maintain friendships and partnerships, others will take the lead. Always repay the compliment, the introduction, etc. to improve your relationships.

– Composed by Jody Robie, Executive Director Business Development at Buyer Advertising

Social Networking Means Socializing


If you’re here, you probably realize the importance of social media. After all, blogging is a great way to get your message out while putting a personal face on your business. Facebook, LinkedIn, Twitter—these sites represent a conduit to better SEO and a solid recruitment platform for your business. Although we’ve discussed the value of simply signing up in the past, let’s review some great ways to get talking, stay social, and put your social media strategy to work.

Get active. If you’re logging onto Facebook or Twitter only when you have a position to fill, you’ll be staring into a blank space every time. The best recruiters spend time building their network even when they’re full up. Social networking provides some great ways to do that: inviting colleagues and acquaintances to connect, joining professional groups, and building a fanbase by offering smart posts, links, and content.

Be Generous. Provide advice to fans and professionals alike, and check in every so often with a genuine, “how are you”? Becoming a resource is the number one way to attract attention in the world of social media—and in the case of sites like LinkedIn, more attention means better access to qualified candidates.

Stay Current. Update your business’ profile with links to your personal and company homepages, provide an email address, and keep information up-to-date. Staying relevant keeps you foremost in the minds of potentially perfect candidates—and after all, isn’t that what we’re after?

Signing off for now,

Buyer Advertising

Social Media Strategizing for 2011


It’s a new year, and your company has a new focus: bringing in business by utilizing New Media. It’s no easy task. Considering that sites like Facebook and Twitter are only a scant few years old, determining tactics for these new mediums is a hazy enterprise at best.

Companies are still figuring out the strategies that work for their line of business. But whether you sell shoes or jet engines, there are two goals you should have in mind: increasing the number of followers, and provide ways they can pick up what you’re offering.

That is to say, of course, that your tactics shouldn’t necessarily reflect your goals. After all, pitching offers to your fanbase one after another is a surefire way to lose your audience in a hurry. If there’s one thing that 2010 has to teach us, it’s that large companies don’t necessarily translate into successful online powerhouses. Small organizations can get it right, too.

At the risk of oversimplifying, one great strategy is simple: don’t be boring. The most successful businesses in the world may have their message down to a science, but that doesn’t mean you can robotic about disseminating it. People aren’t machines. Remain personal, laid back, even humorous. Offer content real people can use—not just CEOs. Cater to the casual. And stay interactive. Join us this year as we explore social media in detain, including ways for you to strike it big in the world of social media.

Best wishes for the new year!

Buyer Advertising

Season’s Greetings and Many Happy Returns!


This holiday season, we at Buyer Advertising want to wish you and your family good tidings, a safe holiday, and the best of what the upcoming new year has to bring you. We’re grateful for the support of our many clients and friends who we’ve gotten to know over the years.

Thank you all and have a happy holiday!

Buyer Advertising

Beyond the Job Board


It was the 20th century, and job boards were all the rage. Sites like sprung into being, linking beleaguered career-seekers with more opportunities than the classified section of their Sunday newspaper could provide. Since then, aggregators and site scrappers have snagged and deposited job listings and descriptions in centralized locations site for complete ease of access.

Of course, times change. What seemed like the pinnacle of online recruitment is changing as employees-to-be spend less time on traditional websites, and more time on social networking webpages.

Facebook remains the go-to source for social networking, and combined with the raw mass of human beings logging in every day, and excellent way to talk about jobs. And that’s the trick with social media: it isn’t simply listing positions your company needs to fill—it’s just as important to start a dialog with people. Friends recommending friends for open positions. Answering questions about your work environment. Sites like Twitter offer quick, popcorn glimpses into your workplace, while LinkedIn perfects the art of connecting people with positions in a way that’s more personal than “click-n-apply”.

The switch to social media is exciting, but it can also be confusing. Sometimes it takes months to plan the right strategy. Agencies like Buyer Advertising help.

Your Two Brands: Part 2


Last week, we had the chance to discuss your two brands: your company and your employer brand. This week, we’d like to unpack it all and offer some practical advice for moving forward developing your reputation as an employer.

After reading our last entry (you did read it, didn’t you?), you understand the importance of developing your employer brand. Let the information you gathered from your research step help direct your advertising and marketing recruitment efforts. If you have dissatisfied workers in your ranks, launch employee rewards programs, incentive programs, and specialized internal advertising to bolster the sagging morale. Likewise, if people just don’t know much about you as an employer, that’s an indication to hit the magazines with some advertising, start a social media presence on sites like Facebook and Twitter, and use other media to get the word out about why working at your organization is a great idea.

In any case, take the time to develop tangible assets like your Employee Value Proposition. And plan, plan, plan. That’s why experts like us at Buyer Advertising exist—to maximize the effectiveness of your employer brand and deliver the talent needed to make your business succeed.

Until next time,