RADIO: THE SECRET SAUCE FOR RECRUITMENT ADVERTISING
Let’s face it, if you’re in charge of hiring for your company or small business, it’s a jungle out there. With unemployment rates as low as they are, finding good qualified individuals to fill your open positions can sometimes feel next to impossible.

The truth is, your next great hire is out there. They just happen to be holding down a position somewhere else, and it’s virtually impossible to reach them via other traditional methods like in the paper or at job fairs.

So what’s the “secret sauce”? It’s radio. Need some more good reasons to use radio for recruitment? Consider this:

Target your message. Radio has very definable demographics. If you want to target a particularly narrow population, radio gives you that advantage! If you want to target a certain age group, education level, or even a type of worker, the Lowcountry Radio Group cluster of stations can allow you to do just that!

Reach “employed people”. The best potential employees are currently employed by someone else, and radio reaches these candidates. The Lowcountry Radio Group reaches people who may be currently unhappy in their current position, and ready to make a move. Keep in mind the “currently employed” don’t look in the paper or online for jobs!

Word of Mouth. Nobody checks traditional recruitment outlets like the newspaper, recruitment websites like Indeed, Monster, or ZipRecruiter for a friend. People will, however, tell a friend or family member about an interesting job opportunity they heard about on a Charleston Radio Group station! This significantly increases your chances of finding that perfect employee.

Separate yourself from your competitors. Instead of listing your job openings next to those of your direct competitors, Lowcountry Radio Group can give you separation, and put you front and center in front of 900,000 listeners. You’ll be the only one on stage.

Connect. Charleston Radio Group can bring your business to life. In addition to your immediate job-focused message, Lowcountry Radio Group can help to build your brand and leave a lasting impression. This “name recognition” may also help product sales and future recruiting efforts.

Move quickly. The Lowcountry Radio Group will professionally produce your recruitment message with lightning speed, so you can begin your recruitment campaign quickly, and start to see results.

So, if you’re ready to add a little “secret sauce” to your recruiting, let the Lowcountry Radio Group get to work for you. We look forward to meeting you, understanding your recruitment challenges, and creating a recruitment campaign designed specifically for your business. You’ll find no cookie-cutter here!

CAR DEALERS SELL MORE WITH RADIO BRANDING CAMPAIGNS
Car dealers are among the biggest users of radio advertising. Why? It works! How do the most successful car dealers use the power of radio to move more vehicles off the lot?

According to the latest study from Local Ad Recall, the most effective ads are those which relay a specific dealer’s brand. They learned this by measuring which advertiser attributes are important to listeners.

From their monitoring of announcements around the country, they found that 21% of the ad copy focused on a dealer’s brand, while 79% of the copy detailed a call to action. Local dealers and their radio partners should collaborate and detail their ad messages to match what’s important to consumers. “We’ve listened to dozens of car dealer ads and found that they are all the same,” Local Ad Recall CEO Tom Meyer says. “But depending on the market, there are huge differences in what’s important to new car buyers, even between station audiences in the same market.”

Local Ad Recall’s survey included more than 2,900 listeners in seven markets from April to November 2016, and found the seasons for choosing an auto dealer vary markedly from place to place and from station to station. As an example, 72% of radio audiences in Detroit thought that special offers and deals were important in making their decisions between dealers. In San Francisco, by contrast, just 53% of FM listeners listed these factors as important. In Charlotte, 63% of AM radio listeners stated that reputation was important when choosing a dealer, compares to 45% of listeners in Las Vegas.”The roles of these attributes vary widely by market and by station audience during the purchase decision process,” Meyer says. The Advertising Research Foundation says that the copy is 75% of the return on investment in a campaign is based on the creative content of the ads. This means that making the message relevant to consumers is the most effective way to gain additional business through advertising.

Local Ad Recall also released a study looking at other categories in addition to auto purchases. In this research, reputation emerged as the mos important factor listeners considered when making big purchases. Half of the more than 8,300 respondents covering nine purchase categories in six markets cited reputation, followed by referrals from friends,family or colleagues (45%), fee or cost (43%), prior personal experience (30%), and qualifications/experience of the service provider (28%). In order to bolster their reputation and increase their sales, dealers should work on becoming top of mind, according to the study. “Consumers cite reputation as the most important attribute for major car, health, home improvement, financial planning, and legal service decisions,” Meyer says. “Erwin Ephron, the father of modern media planning, described it best when he said the job of advertising is to remind people of the brands they know when they need to make a purchase.”

The study reinforces the utility of radio in bringing advertisers that top of mind awareness. Consumers rely on unaided recall when they are making product purchase decisions. This unaided brand recall is five times higher for radio advertisers than for those companies not advertising on radio, according to the study. Radio can also improve the effectiveness of car dealer ads when “real people” talk about their experiences with the dealer. “Consumers are growing less interested in what a brand has to say about themselves, and more interested in what their consumers have to day,” says Meyer. “When a real person starts telling a story, we lean forward and engage.”

Radio has things to offer that other media don’t. On air personalities consistently are identified as trusted friends by listeners in studies. “Our studies have shown listeners strongly consider radio personalities to be trusted friends,” Meyer says. “After reputation, 45% of listeners consider recommendation and referral from a trusted friend in deciding on an advertiser.”

Lowcountry advertisers know that they can trust the Lowcountry Radio Group to help them with exactly this kind of help and advice. Contact us and learn how we can put these techniques to work for your business.