Saturday, June 16, 2007 9:55 PM
I always find it interesting to see how call centres run their recruitment ads. From the big blue chips running full half-page adverts to the small line ads from seemingly small call centres. Here's some things I've learnt
- I don't believe in spending the extra money on full-colour adverts. I think a spot-colour magenta or yellow background to an advert is far more effective and cheaper.
- Running more than one advert with different copy in the same edition doesn't provide double the response. I've seen many try it and end up with the same people ringing both adverts even if the copy is significantly different.
- Don't advertise on a Friday - people are more interested in the weekend.
- People replying to ads on a Monday have had the highest no-show rate.
- People replying on a Thursday have a lot of other offers to look at - make sure this day more than ever you answer the phone quickly.
- Do not send your recruitment line to a voicemail line - you're a call centre! They'll just move on to the next ad.
- Don't spend a fortune on a memorable number - they have the paper.
- Don't spend a penny on radio - I've never to this day see anyone make a return on it.
- Build a pattern to your adverts - people don't often "suddenly" decide to look for a job. People recognise those employers who regularly advertise and those that don't.
- Change your copy regularly - see point 9 - people read the job section even when they're not looking for a job.
- Filter on your calls not your copy - outbound telesales? Why not try "Telesales" then on the phone call tell them it's Outbound after they've got a feel for you. Same with location - don't put "Smallville" on the advert. Let them find out about how great the job is, let them want it. When they find out it's a bit further out of town than they wanted they may consider it when they wouldn't have if they saw it on the advert.
- Don't mention age - it's illegal under the Age Discrimination Laws. "Young, energetic" is dangerous.
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