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With Hiring Still A Challenge For Managers, Radio Sees An Ad Opening.


It is not just workers whose New Year resolutions may involve a job change. More than half of U.S. companies plan to increase hiring during the first half of 2024 according to talent solutions and business consulting firm Robert Half. Those companies should enlist radio first, says the Radio Advertising Bureau. “Adults who tune into radio are great job candidates,” RAB Senior VP Annette Malave says. In a blog post, she points to MRI-Simmons data showing 97% of radio listeners perceive themselves to be trustworthy. And 43% view their work to be a career not a job. 


“We have shared before that broadcast radio, with the ability to reach adults at home or on the go, can help companies fill open positions,” says Malave. “Radio is considered a local resource for information. It is part of the community and drives awareness for businesses and the products and services they offer. It can also drive recruitment and interest in employment opportunities.”


The job posting boards seem to have already gotten the message with ZipRecruiter and Indeed among the biggest national advertisers on radio this year. ZipRecruiter topped Media Monitor’s weekly ranking of biggest advertisers during a week in September for the first time.


With radio a great option, Missouri broadcaster Zimmer Radio has offered some guidelines to employers looking to use the audio medium to find their next job candidate telling companies radio can reach people who many not be actively searching for a new job.“Radio has the unique ability to reach people in a passive state as well. Someone could be on their way home from an unsatisfying day at work when they hear an advertisement for a new employment opportunity. Hearing about your opportunity may just put them in a different frame of mind, and could eventually convert into an application for your business’ job opening,” Zimmer says in a blog post. It says that companies can also capitalize on the sense of trust and loyalty that listeners have in certain stations. “Potential applicants don’t have to worry about the credibility of an employment opportunity they’re hearing about, unlike job postings online that can be deceiving as to what the position really entails,” Zimmer says.


Zimmer Radio has also created a downloadable guide to help employers better understand how to convert recruitment ads to the radio. It tells companies they should focus on a single position in each radio spot which makes dramatization more effective. It also recommends they make the job sound appealing, which means going beyond just the required qualifications.


“You don’t want your radio ad to sound like you’re just reading from a listing you placed on a website,” Zimmer says. “Instead, highlight the best aspects of the position and why it would be something a recruit would wish to pursue. Be creative in your description, so listeners are intrigued enough to follow up on the job opening.”


It also recommends each ad feature a clear call-to-action with an email address or phone number for the job ad. There is also the issue of timing. “Take advantage of the first quarter,” Zimmer tells clients. “Don’t neglect the benefits of advertising for new employees during the prime season for job recruitment.”


Solid Hiring Outlook For 2024


The Robert Half State of U.S. Hiring Survey released earlier this month showed that 57% of respondents plan to add new permanent positions in the first six months of the year, while another 39% anticipate hiring for vacated positions. More than two-thirds (67%) expect to hire contract workers as part of their staffing strategy. Just one percent say they will eliminate positions.


But while hiring is expected to increase, finding the right talent may not be easy. According to the survey, 90% of hiring managers report difficulty finding skilled professionals, and 58% said it takes longer to hire for open roles compared to one year ago.


Among managers who plan to increase hiring, more than two-thirds cited company growth as the primary factor influencing their hiring decisions for the first half of 2024. In addition, more than three-quarters (77%) of managers who had to put projects on hold in 2023 said they plan to pick them back up in the new year.


While hiring is expected to increase, the survey shows finding the right talent may not be easy. Nine in ten hiring managers report difficulty finding skilled professionals, and 58% said it takes longer to hire for open roles compared to one year ago.

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