Business information written specifically for newspaper advertising departments

Seasonal Hiring

Rebuilding your recruitment section with targeted seasonal advertising
Create a campaign specifically for seasonal advertising that will be exclusive to your newspaper. With the holidays approaching and students being temporarily relieved of their scholastic duties, seasonal help is prevalent in most verticals.

Today, most advertising departments are contracted to outsource their online recruitment advertising with Monster, Career Builder or another site of the like. Although these vendors may prove helpful in return versus expenditure ratios for your department, by allowing them to rule your recruitment section, you’re giving away valuable assets for your sales. Prior to creating any reformed strategies, be sure to check your company’s contract with the recruitment-listing vendor you’re using.

Once the contract has been reviewed, begin creating a campaign specifically for seasonal advertising that will be exclusive to your newspaper. With the holidays approaching and students being temporarily relieved of their scholastic duties, seasonal help is prevalent in most verticals. Capitalize on your advertiser’s needs by providing help to find their perfect hires quickly, before the holiday shopping blitz really begins. Create campaigns designed around your advertiser, and price them reasonably. Your goal is two-fold: first, you’re obtaining new revenue; and second, you’re populating your recruitment section.

Create a bundle package that will give your advertisers marketing options they’ve simply not had before. Include print, online and mobile, if such advertising does not breech the already-present contract with your recruitment-listing vendor. Each facet of the bundle should be exclusive to your newspaper, and should give your advertisers more than they’re expecting their dollar to afford. Although, temporarily, it may seem as though this is going to be more work, the work you’re doing now is saving you energy in the future as you gather new potentials for other advertising opportunities.

Often seasonal hires are high school or college-aged students out of school for a few weeks. That puts the target audience you’re advertisers are trying to reach roughly between the ages of 16 and 25; crossing between two generational spans — Gen Y and Gen Z. Gen Y is the top end of the spectrum, your 20-something student that still find value in the print newspaper. Gen Z, including anyone born after 1990, is also nicknamed the Internet Generation, so really focus on the online and mobile portions of the bundle for this group.

The print portion of the bundle could be a special section designed specifically for temporary help. Use sans serif fonts, as they’re typically regarded to as a more modern look. Your options for this section allow you to print the positions as standard liner ads or a more elaborate section of display ads. Be sure to reference this section on the front page of the paper, to encourage both students and their parents to look at it.

Online, post a predominate link on your newspaper’s landing page. The online ads should be short, sweet and to the point. This demographic expects instantaneous results, so providing shorter text and including rich media in the ad will ensure readership. Also, incorporate mobile short codes to give detailed descriptions and contact information to both the print and online sectors.