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December 13, 2017

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Achieving Diversity Recruiting Success with Targeted Marketing

The creation and evolution of cable television has revolutionized television advertising. By creating networks and shows for almost every target market imaginable, advertisers have been able to fine-tune their messages to address the specific needs of various target groups. This has lead to a dramatic increase in the success of their advertising efforts.

As with broadcast advertising, the recruitment advertising industry has undergone some significant developments as a result of the development and evolution of the Internet. The dramatic growth of minority populations in the US over the past decade has also contributed to this evolution. As a result of this population shift, there is a demand for the creation of media targeting these ethnic populations, and significant opportunities for employers who use advertising as part of their diversity recruitment strategy.

While advertising employment opportunities through traditional channels, like major newspapers and large-scale job boards play an important role in recruitment, delivering targeted messages that speak to the needs of the minority job seekers that you are reaching out to is the best way to attract a diverse slate of candidates for your employment opportunities and ultimately enhance the diversity of your workforce.

In addition to increasing and diversifying your pool of applicants, diversity recruitment advertising can enhance diversity in your employment brand. Some employers make the mistake of assuming that a positive image with their product or service translates into a positive image as employers that embrace diversity. Diversity recruitment advertising can be an effective tool for ensuring that diversity is an important part of your organization’s overall brand image.

Recruitment advertisements should sell more than just the employment opportunity. They should also inform jobseekers about your organization’s culture and the people that work there. If you want to attract skilled and talented minority applicants, one of the most important tasks that your recruitment advertisement must do, is relay that your organization embraces diversity. Your diversity print advertisements should be inclusive and must serve to position your company as one where minority employees are welcome, thrive, and do not stagnate. Mentioning awards, work/life perks, diversity milestones, community outreach, or recognition that your organization has received for being a great place to work is a great way to accomplish this.

If you want your diversity recruitment advertisements to be successful and not alienate the very audience you seek to recruit, those involved with constructing your diversity recruitment advertisements must have a good understanding of these target markets that you are trying to penetrate. This can be accomplished by gathering input and research to identify what is important to the potential candidates that you are targeting and then integrate the key motivations uncovered into your advertising.

While it is easier and more cost-effective in the short-term to deliver the same message to various target audiences, you can bolster the quantity and quality of your candidates from diverse backgrounds by tailoring messages to address the needs of specific target audiences.

One of the most effective diversity recruitment advertisement tools is the profile advertisement. These ads introduce potential employment applicants to a real person or people in your organization. Use descriptions that include traits that you desire in potential employees. This also imprints on potential applicants that you have top performers working for you. Select people who have longevity in your organization and are successful.

Using minority employees in your advertisement demonstrate that your organization is one in which people like them (from their ethnic group or race) can thrive. Recruitment advertisements that focus on or profile one individual are very effective when advertising in a publication that targets one nationality. This type of advertising also works well with banners on the Internet.

For targeted ethnic recruitment aimed at a specific career specialty, nothing beats ethnic career journals and publications. They often offer a variety of ways for you to get your opportunities out. Some ethnic professionals associations not only publish national and local newsletters and journals for their members, but also have national and local web sites with online discussion lists that are used to promote employment opportunities.

If your budget doesn’t allow for the luxury of having tailored messages for every group you are targeting, diversity ads for general audiences can be designed to include a strong message of inclusion along with career issues of general interest. E.g.. training, growth opportunities, etc. Demonstrate the diversity of your organization in your recruitment advertising by showing people of different ethnic backgrounds, functional levels, heights, weights, genders, and ages. These types of advertisements are often effective because no one seeing your advertisement is likely to feel excluded.

FOUR COMMON DIVERSITY RECRUITMENT ADVERTISING MISTAKES TO AVOID

  1. When targeting minority professionals avoid advertisements that may hold greater appeal to minorities who have less education. Doing so could have these potential job applicants feeling that the advertisement is stereotyping, which often leads to resentment at being targeted with these advertisements.

  2. Avoid using the word “qualified” in your diversity recruitment advertising, as it tends to turn off many diverse candidates. It often suggests to them that you think that they are generally not qualified.

  3. Avoid the use of images showing isolated, white males in recruitment advertising targeting minorities, as they will be less likely to identify with the character portrayed in the advertisements. Doing so could have readers tune out from your message altogether.

  4. Whether you are targeting candidates from diverse backgrounds or not, it is important that you include an EEO statement. Its absence could send that wrong message that perhaps your organization does not value diversity.

While the variety of mediums for advertising your employment opportunities and the number segment groups to whom you target your recruitment advertising message has increased dramatically in recent years, you should consider these changes opportunities, not obstacles. Knowing how to reach these employment marketing segments and how to use the tools available can significantly boost your efforts in developing and maintaining a talented and skilled diverse workforce.

-Tracey de Morsella

Tracey de Morsella is author of The Diversity Recruitment Advertising Toolkit, a 300-page diversity recruiting directory contains over 650 career-focused, national newsletters, magazines, journals, web sites, job banks and job boards targeting college-educated African American, Arab American, Asian American, Hispanic and Native American professionals. She is also the Managing Producer of The Multicultural Advantage, a web site that provides resources designed to help minorities succeed in the workplace and employers increase their diversity recruiting effectiveness. For more information, call 888-750-6132 or visit her we site at: www.multiculturaladvantage.com