A recent study points out that that 1 out of every 5 dollars spent on advertising is wasted. The price tag for ads that fail is $50 BILLION dollars a year.
This Advertising Research Foundation Study points to two failure factors:
- a lot of ads deliver the wrong message
- companies invest in ads beyond the point of diminishing returns
Web Recruiting pro Peter Weddle takes a look at what this means for recruitment advertising in an article at RecruitingNews.com. Among his points:
- reproducting a print classified online is not going to be an effective way to build interest in your jobs
- posting no more than a position description can be even worse
Says Weddle, "As a result, these ads have little information, very little appeal or both. When that occurs, the message the job seeker receives is loud and clear: here’s a company that is too lazy, too arrogant or too incompetent to use the online medium to its full advantage. Said another way, here’s a place you don’t want to work."
Read the full article at RecruitingNew.com and check out more of Peter's work at Weddles.com.
0 comments:
Post a Comment