By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. –Last week’s column in TALKERS listed recruitment as the #2 mid-term sales priority for radio in this environment. Hope you’ve started, because during last Thursday’s Presidential Task Force presser, Vice President Pence listed the three biggest companies looking to hire — today. And when the vice president speaks, the world tunes in.
Recruitment sale and marketing is especially well suited for news/talk radio. The news/talk audience can be full of job candidates looking for work, job change, recent relocation, even the listener’s children or grandkids looking for part-time work while not in school. This is about smart marketing in a new normal environment.
Some valuable keys:
- Get organized. The decision maker on hiring may be different from advertising. New rules may apply.
- Focus on the immediacy, flexibility, and creativity of radio. You can deliver a motivating message 24/7/365 anywhere, anytime.
- Homework Helps. Work the Internet and your personal contacts for leads.
- Cold calling in this environment can be perceived as insensitive, have a specific plan that is easy to present and buy.
- Job descriptions and functions are changing. More drivers, more delivery people, more of this, less of that.
- Messaging should help your audience get to the goal line, the company’s listing information.
- Job Fairs are gone. Electronic Job Boards are in. Talk to your management team. Use every asset from your station’s web presence to on-air special programming. Show how you can be significant during this immediate need.
- Know your on-air talents. Many companies have special initiatives for military and diversity hiring, which could fit comfortable into the content flow of your on-air hosts.
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com