The media landscape is an ever-changing space, and with over 100 years of experience in the industry, we have seen some pretty significant changes. Being informed of these changes means you are able to evolve simultaneously with trends, new channels and most importantly, where your target audience spends substantial amounts of time. The way of advertising has changed, and to ensure you are still reaching the people you need, it’s important to stay open-minded to new ways of doing things. The great news is, we are the experts in this space, we do the research for you and actively educate ourselves on better ways of transforming the way people connect with opportunities. We want to share with you what we have seen, learnt and experienced over the past few years!
To fully understand how media has evolved it’s important to cast ourselves back to where it all started… this being to print advertising was the primary advertising channel! We had a chat to our Operations Manager, Grace Fox who started back in 2016. She says, “We certainly saw clients still using print media as a core part of their recruitment strategy, I am talking double-page spreads in the New Zealand Herald” Although the digital era was in full swing, technology hadn’t advanced to where it needed to be and there was still a big reliance on print advertising. Clients had a bit of a post and pray methodology, and it wasn’t common to see the use of data to provide insight fueled recruitment strategies. Everything felt like what we would call reactive advertising – relying on active job boards and not thinking about the unconventional creative ways to attract talent.
One of the most significant changes we have seen is the arrival of Programmatic, Google Analytics, and Social Media Advertising (Facebook, Tik Tok, Snapchat) around 2017/18. This allowed for greater creative opportunities and a longer-term strategic approach. What really solidified digital-based media becoming the predominant way of advertising was the arrival of Covid – it completely changed the way people consumed media. Grace says “ When the pandemic hit, we were spending way more time online and watching on demand tv! All of a sudden, everyone’s eyeballs became available! Programmatic media buying really changed the game in this context – being able to run a large campaign across multiple strategies! It means you can span a large range within your budget.”
Through the evolution of media, we have got to the place where we are today. This being running effective recruitment campaigns for our clients across highly thought-out and researched channels. We have a combination of knowledge and expertise which when put together is extremely powerful – the sweet spot is truly when the media and creative work together and fuel each other. We could create a really powerful media strategy but without the right messaging and compelling creative assets, it may not have the desired outcome! We can put both together and watch the magic happen through our reporting that fuels us with more insights on optimisation! Not only that, but we can take it a step further and manage the response – this is truly where the magic can happen the right creative, media and expert recruitment team – all feed insights to provide a successful campaign.
The current market is tight and you need to get creative with your recruitment advertising, the active market is light so you need to think about the passive audience. But you can’t do this without awesome creative and you need to also ensure your candidate management is TOP! Candidates have the pick of the crop so you have to act fast. Get in touch with us today to take your recruitment strategy to the next level: https://hainesattract.co.nz/contact
