RDA Talent-Attraction-Guide-23 210x297 v2-SP - Flipbook - Page 14
www.rosslyndavid.co.uk
There are numerous channels that can be used to reach your audience and we could
write a completely separate guide on effective use of marketing channels, so we’ve
kept this fairly top line and are talking:
Above the line | Below the line | Through the line
Above the line - ATL is used when the focus is on mass media promotion to reach
a large audience. Generally untargeted and you are not controlling who sees your
advert. Examples of this for your vacancy include;
• Careers page
• Job boards
• Social Media
The benefit to this style of Promotion is that you will get a lot of eyes on your
vacancy, which can be good for wider brand building purposes and being ‘known’
as an employer of choice in your region.
A downside is that a big chunk the audience won’t be relevant to your need.
That won’t stop them applying though, and the risk here is that you end up with
100’s of inappropriate applicants to wade through. In turn, slowing your hiring
process down.
This style of advertising will also predominantly only be seen by active jobseekers.
An industry average is that only C.20% of Marketers are actively job seeking at any
one time so with this approach you may not be reaching the best person for the job
in your talent pool (See Place).
If you have an appropriate talent pool of 1000 in your region,
you could be missing up to C.800 of those with an ATL
approach.
Below the line – In contrast to ATL, below the line advertising is directed to reach a
small, targeted audience. Examples of this is recruitment include activities such as;
• Email campaigns.
• LinkedIn Inmail
• Social Media groups
• Industry specific publications
There is some pre-campaign work to be done with each of these which will require,
from research to segmentation to targeting. Messaging will also be more specific;
you can’t just use the same content as your job ads and expect top results.
Page 14
The benefit to a BTL approach is that you can be sure the audience are relevant and
appropriate. So as long as you are offering something they want, the quality of your
pipeline should be significantly higher than ATL.