There are numerous advantages to utilizing out-of-home (OOH) advertising for recruitment purposes. OOH serves as a valuable tool for connecting employers with job seekers by strategically placing ads in communities where employers actively seek applicants or targeting specific demographics that align with job requirements. Research by the OAAA and ComScore even shows that 41% of people who saw an OOH ad went on to search for the advertiser online.
In addition to creating a buzz, out-of-home (OOH) advertising is now being increasingly utilized for recruitment purposes. Outdoor recruitment campaigns have proven to be incredibly effective in enhancing overall recruitment efforts and attracting top talent. By strategically placing outdoor ads, qualified candidates can be reached throughout the day. Whether it's transit ads during their morning commute, advertisements at gas stations for higher-paying trucking jobs like GRAINGER, or other targeted methods, outdoor advertising ensures that potential candidates are exposed to your recruitment message at the right time and place.
There are several reasons why OOH ads are particularly effective for reaching commuters. Although many people still work from home, there has been a noticeable increase in commuter traffic over the past few months. This means that people are not only moving around more frequently but are also out and about in the real world, creating opportunities for out-of-home advertising to reach them. At pre-pandemic levels, Americans spent an average of over 152 hours in their cars, equivalent to 19 full work days per year. While commuter levels may not be back to pre-pandemic standards in many markets, there is still significant time spent in vehicles, with a notable portion spent sitting in traffic where there is ample opportunity to digest the billboards along their route to work.
In addition to effectively reaching commuters, OOH ads offer a cost-effective solution for recruitment purposes. According to Solomon Partners, out-of-home advertising boasts the lowest cost per thousand impressions (CPMs) among traditional mediums and even provides strong competition against digital media pricing. If you have a tight budget but still need to reach potential job candidates, OOH ads offer a cost-effective way to target a wider range of candidates who may otherwise be missed through more traditional recruitment channels.
The impact of OOH ads should not be underestimated. The longevity of a given ad unit significantly increases the likelihood of message retention over time. While a passerby may initially overlook a billboard, repeated exposure to the same advertisement in a specific area ensures that the message eventually sticks. Unlike digital ads that can be blocked or skipped, OOH ads continuously make an impression on people's minds, whether they consciously realize it or not.
OOH ads can amplify the effectiveness of other recruitment channels. Out-of-home advertising has proven to be a highly effective medium for driving online activity, delivering online actions at over 5x the expected rate. In essence, incorporating OOH ads into your recruitment strategy provides an additional marketing boost to your online and offline tactics.
Leveraging out-of-home advertising for recruitment purposes offers a multitude of benefits. It allows you to connect with job seekers, capture the attention of commuters, maximize your recruitment budget, make a lasting impact on potential candidates, and enhance the performance of your overall recruitment efforts. Anytime Amazon is facing a season rush they turn to outdoor advertising to reach potential candidates. So why not harness the power of OOH ads to elevate your recruitment strategy to new heights?