GMA SHRM HR Link

Smart Strategies For Attracting Applicants
By Deb Gugel, University of Wisconsin Medical Foundation

When Gugel Advertising used Monster.com to find an experienced Media Buyer, the ad produced high response, but few qualified candidates. For example, there was a candidate that never worked as a Media Buyer but justified her application with "I like to watch TV and have experience shopping for groceries."

While the Internet has changed the way we work, play, and live, technology does not replace strategic targeting. With more options than ever for recruiters to choose from, it is critical to make decisions based on "what works" vs. "what's available" (or on sale).

So, what works? We asked various SHRM members for their top choices and they include: networking, employee referrals, classified advertising, their company website and online advertising. One professional confirms that usage depends on the position. "We use a recruiter for sales and executive positions," says Sabine Lamer of Discover Color, Inc.. "Newspaper ads are currently successful in staffing designers and support positions."

Wisconsin Distributors uses radio airtime, billboards and weekly newspaper promotion to supplement their local and state wide print campaign. In addition, their entire fleet of service delivery vehicles (30) and delivery vans (15) carry the company logo to further reinforce the brand. "Our greatest response is simple," says Shane McPeak, Human Resource Manager. "Run an ad with a Bud or Bud Light logo and resumes will come!"

For some, the way they advertise has changed over the past few years. "We do not do as much classified as we used to," reports Bob Ceder of WEA Trust. Their company uses the Internet more now than before, including a career page on their corporate website, as well as select industry or skill-specific job search sites (e.g. www.dice.com). In addition, securing billboards in locations where prospects can be found is another strategy they employ.

What about job fairs? Many interviewed for this article still participate in them, but few find them as effective as other recruiting strategies. Ceder states, "We need to hire at least one employee (preferably two) to make that job fair cost effective." Patricia Almond with the Office of State Employment Relations feels "it's important to maintain our visibility, and job fairs are a good vehicle to make that happen." Ceder agrees that job fairs may have value for some companies, but they were not an effective vehicle for marketing his organization.

Employee referrals were cited as a top source of talent and many reward their staff for generating leads. Ceder reports that 30-40% of their new hires come from their employees and referrals are acknowledged with a thank you card and gift certificate. Gina Dragonetti reports that Lifestyle Staffing pays their employees $50 for each applicant referred/hired, while University of Wisconsin Medical Foundation uses a $250 incentive to fill "difficult to recruit" positions.

Regardless of the number of options now available, for the greatest return on your investment, employ a strategic plan for each of your recruitment efforts. Define your ideal candidate and determine the best way to reach them. Track your results, fine-tune your efforts and base your decisions on "what works" vs. "what's available".

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