Out-of-home (OOH) advertising, including billboards, has long been a popular way for companies to promote their products and services to consumers. However, with the ongoing Great Resignation, companies are now exploring whether OOH advertising can also help attract top talent (employees). The idea is that by using billboards and other forms of OOH advertising, companies can raise awareness of their brand and job opportunities, and reach a wider audience of potential candidates.
According to data from the Out of Home Advertising Association of America (OAAA), OOH advertising is 382% more effective at driving online activity than TV ads. This means that OOH advertising can be a powerful tool for companies looking to attract top talent. By using billboards and other forms of OOH advertising, companies can create a strong visual presence that captures the attention of potential candidates, and encourages them to learn more about the company and its job opportunities.
Understanding Out-of-Home Advertising
Out-of-home (OOH) advertising is a form of advertising that targets consumers while they are outside their homes. It includes a wide range of media such as billboards, signs, and digital displays. OOH ads are often used as part of a media mix to reach a broad audience and increase brand awareness.
Traditional billboards are one of the most common forms of OOH advertising. They are large, static displays that can be seen by drivers and pedestrians. Digital billboards are becoming more popular as they allow for more dynamic and interactive content. These eye-catching contemporary displays can display multiple messages, change frequently, and even incorporate real-time data.
OOH advertising can be an effective way to reach a large audience. According to a study by the Outdoor Advertising Association of America, OOH advertising reaches 99% of adults in the US each week. In addition, OOH ads can be targeted to specific locations and demographics, making them a valuable tool for recruitment campaigns.
Billboard ads are often used to promote job openings and attract top talent. They can be placed near business districts, colleges, and other areas where potential candidates are likely to see them. OOH advertising can also be used to promote an employer's brand, highlighting the company culture, benefits, and other attractive features.
Role of Out-of-Home Ads in Attracting Talent
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Out-of-home (OOH) advertising, which includes billboards, bus shelters, and other outdoor displays, can be an effective way to attract top talent in today's competitive job market. OOH ads can help create brand awareness and generate interest in job openings, especially among people who may not actively be looking for a new job.
By placing ads in high-traffic areas, such as busy intersections or near public transportation, companies can reach a large audience of potential job candidates. OOH ads can also be targeted to specific demographics, such as college students or professionals in a particular industry, using factors like location, time of day, and audience data.
Recruitment marketing strategies that include OOH advertising can help companies stand out from the competition and attract top talent. OOH ads can be used to promote job openings, highlight company culture and values, or showcase employee success stories. By creating a strong and consistent brand message across all advertising channels, companies can build trust and credibility with job candidates.
However, it's important to note that OOH advertising should not be the only recruitment strategy used. Companies should also consider job boards, social media, and other online platforms to reach a wider audience and attract top talent. Additionally, OOH ads should be designed with a clear and concise message that is easy to understand and memorable.
How Billboards Influence Brand Awareness & Recognition
Billboards are a powerful advertising tool that can help businesses to increase their brand awareness and recognition. According to a Forbes article, out-of-home (OOH) advertising, which includes billboards, plays a pivotal role in a consumer's path to purchase. Unlike print or digital ads, OOH advertisements have a higher recall rate, with billboards having up to an 86% recall rate, making them an effective way to get your brand noticed.
Billboards can also help businesses to establish their brand culture and identity. By using consistent branding elements, such as colors and logos, businesses can create a strong visual identity that resonates with their target audience. This can help to build trust and loyalty with customers and attract top talent who align with the company's values and culture.
Employer branding is another area where billboards can be effective. Billboard advertising can be used to showcase a company's unique culture and values, making it an effective way to attract top talent. By using bold imagery and messaging, businesses can communicate their employer brand to a wide audience, including potential employees.
Impact of Out-of-Home Ads on Hiring & Retention
Out-of-home advertising, such as billboards, can be an effective way to attract top talent and improve employee retention rates. These ads can reach a large audience, including passive job seekers who may not be actively searching for new opportunities but could be enticed by a compelling message.
Hiring professionals can use out-of-home ads to increase brand awareness and promote their company culture. By showcasing their values, mission, and unique selling points, they can attract qualified candidates who share their vision and are more likely to be a good fit for the organization.
Out-of-home ads can also be used to promote industry events, recruiting events, and career fairs. By advertising these events on billboards, companies can increase attendance and attract top talent who may not have otherwise heard about the event.
The Power of Referral through Out-of-Home Ads
Out-of-home (OOH) advertising can be a powerful tool for attracting top talent to a company. One of the most effective ways to use OOH ads for talent acquisition is by leveraging the power of referrals. Referrals are an important part of the hiring process, as they allow employers to tap into the networks of their current employees and find candidates who are a good fit for their organization.
OOH ads can be used to promote referral programs and encourage employees to refer their friends and colleagues for open positions. By displaying ads in high-traffic areas, such as near college campuses or in busy urban centers, employers can reach a wide audience and increase the chances of receiving quality referrals.
In addition to promoting referral programs, OOH ads can also be used to attract potential candidates to a company's career site. By displaying ads that highlight the benefits of working for a particular company, such as competitive salaries, flexible work arrangements, and opportunities for career growth, employers can pique the interest of job seekers and encourage them to visit the company's career site to learn more.
Retention is another important factor to consider when using OOH ads for talent acquisition. By displaying ads that highlight a company's commitment to employee development and well-being, employers can create a positive image and increase the likelihood that current employees will stay with the company for the long term.
Competitive Advantage through Out-of-Home Ads
Out-of-home (OOH) advertising can provide a competitive advantage for companies looking to attract top talent. By utilizing billboards, transit advertising, and other OOH mediums, companies can increase their brand visibility and awareness, ultimately leading to a larger pool of qualified candidates.
One of the key benefits of OOH advertising is its ability to reach a wide audience. Unlike traditional print or digital ads, OOH ads are visible to anyone who passes by, making them an effective way to target both active and passive job seekers. Additionally, OOH ads can be strategically placed near high-traffic areas, such as public transportation hubs and busy intersections, to maximize their visibility.
For example, Google has utilized billboards in the past to promote its job openings, with ads featuring catchy slogans like "You + Google = Love" and "Be a Part of Something Big." By creating eye-catching and memorable ads, companies can differentiate themselves from their competitors and stand out to potential candidates.
Final Words on OOH Ads for Talent Attraction
In conclusion, out-of-home advertising and billboards can be an effective way to attract top talent. By targeting potential employees during their daily commute or while running errands, companies can increase their visibility and reach a wider audience.
While traditional forms of advertising such as digital, TV, and print may still be effective, out-of-home advertising offers a unique opportunity to reach potential employees who may not be actively looking for a job. By displaying job openings on billboards in areas where people with specific interests gather, such as near gyms or in popular neighborhoods, companies can target their ideal candidate and increase their chances of finding the right person for the job.
However, it is important to keep in mind that out-of-home advertising should be used in conjunction with other recruitment strategies. Companies should also utilize online job postings, social media, and employee referrals to maximize their chances of finding the right candidate.
