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“We’re hiring.” You can’t miss seeing a banner with this type of message on it, because with a growing economy, they’re simply everywhere. But unfortunately, most of these banners fail to successfully recruit their target “walk-in” applicants, because of the ineffective recruiting messages that they usually contain. In fact, the worst-performing hiring source (out of 11) are “walk-ins,” with only 0.7 percent of all hires. This amount is minuscule compared to nearly 20 percent of hires coming from the No. 1 source, employee referrals (source: CareerXroads).
However, “walk-ins” are desirable recruits for at least three reasons:
- They already know your firm — because they are frequently in your proximity, they are likely to already know about your firm, so you have a recruiting advantage over firms that they know little about.
- They may be your customers — because your targets must be in the vicinity in order to see your banner, if your firm is open to the public, there is a good chance that those that read your banner are already your customers. And being customers makes them desirable recruits because they probably already know and like your firm and its products.
- A lower probability of commute issues — if they managed to read your recruiting banner, it is likely that they already live or work close to your work site. And therefore as employees, they will probably not have commute issues. Incidentally, although most attracted by a “we’re hiring” sign will be active job seekers; some currently employed non-lookers (the so-called passives) may suddenly have an interest in joining your firm because it is closer than their current job and they already know and like your firm.
So, if you want to maximize the number and the quality of walk-in recruits, take proactive steps for improving the most common recruiting tool for attracting them (recruiting banners).
Some Messages Inadvertently Turn Off Recruiting Prospects
The fact that these banners don’t produce great results in recruiting is a bit surprising because point-of-purchase signs and banners that are created by marketing and other business functions traditionally produce significant results. My research has found that recruiting’s banners underperform primarily because the messages that they carry are not focused on selling recruits.
Let’s look at a weak recruiting banner that I saw the other day. The banner in front of this retail establishment read:
The chances of the above message producing good recruiting results is extremely low. This is because this type of “hiring for all jobs” message can leave the impression with potential recruits that the organization is in trouble, and thus it is desperate for talent. Having so many openings may make it seem like no one wants to work there. And potential recruits might further think that if they did take a job there, they would probably be overworked, because the organization is likely to be severely understaffed.
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We are always on the look out for talented individuals.
If you think your skills and experience would benefit the Ward team then please get in touch.
About Us:
Today Ward Recycling has an annual turnover in excess of £120m, employs over 250 people and operates a fleet of over 80 vehicles.
The company is now managed by third and fourth generation family members who continue their commitment to developing waste management and recycling techniques, saving their customers money and helping them to meet and exceed their recycling targets.
We look forward to welcoming your application.
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