Billboards for Hiring Campaigns

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Billboards, whether traditional or digital, are still among the most effective modes of advertising. Aside from attracting consumers, billboards can also be used to attract applicants. Using billboard advertising for your hiring or recruiting campaign may sound unusual, but it’s an approach that has its own pros and cons, and will be very beneficial to your organization under the right circumstances.

Reach

The major advantage billboard ads have over other forms of recruiting is their broad reach. They are large and distinctive and are most often situated in congested locations where many people will be able to see them. An astonishing 96% of consumers are exposed to outdoor ads, and 71% of consumers see outdoor ads regularly. If you’re looking for a diverse applicant pool, billboards are beneficial since billboards don’t target specific demographics.

Through billboard ads, your hiring campaign will be able to reach a wide audience with an equally wide set of skills and qualifications. This is particularly beneficial if you’re looking to hire during a talent shortage, or if you’re looking to hire applicants with unique skill sets. Also, the majority of people who see your billboard ad will be from the local community, so billboards are especially effective when it comes to attracting local talent. 

Another important factor to consider is that billboards can’t be skipped, turned off, or ad-blocked. Not only do billboards grab your attention, but they have the highest level of trust among consumers at 82%. You wouldn’t want potential applicants to doubt the veracity of your hiring campaign, and billboard ads help build trust.

Cost

Ideally, when you execute a hiring campaign, it should be as cheap as possible. Billboards rank as the most cost efficient ad format, in terms of cost-per-thousand impressions, out of all ad formats, including digital advertising. According to the OAAA, billboards cost $3 to $6 per impression, the lowest of any ad format. When choosing an ad format, you want to find one that is inexpensive and delivers quality. Billboards give you both.

Cons

There are a few potential cons with billboard ads to consider as you plan your hiring campaign. Even though billboards are the most cost effective ad format, they are still more expensive than creating a job posting on your website or on popular job search sites. Additionally, billboards are often viewed by potential applicants for brief windows of time, and even though billboard ads can provide URLs, people can’t physically click on these links, unlike web browsers and social media pages.

However, billboards are still the best medium for reaching a diverse audience, particularly if you want to attract applicants with a wide array of skills and interests, and having billboard ads in conjunction with job postings is an excellent way to reach as many potential applicants as possible.

Are you ready to start your hiring campaign? To bring in your next brilliant applicant pool, check out BillboardsIn.com now to get started. 

Image of a Summer Jobs posting.