If you were one of the 2.8 million adults who tuned in to Detroit radio last week, then chances are excellent that you heard advertising for ZipRecruiter. That's because the company purchased 1,032 advertisements to air on local stations during the month of August, according to Media Monitors.
ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, nearly than 3 million companies have posted an opening on ZipRecruiter.com
It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Detroit radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.
If you've heard these commercials on Detroit radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website. Rather, the company's goal is to convince local business owners to buy help wanted ads from them.
So, why has ZipRecruiter chosen Detroit radio as a business-to-business (B2B) advertising resource? The first reason is revealed in the first line of their commercial.
"According to research," says the announcer, "82% of people remember radio ads."
"That means," he continues, "82% of you listening right now will remember this is an ad for ZipRecruiter. If you are hiring, 82% of you will recall that ZipRecruiter makes hiring faster and easier."
During the entirety of its 60-second commercial, ZipRecruiter mentions '82%' a total of seven times and the word 'radio' six times.
By the way, ZipRecruiter just didn't pull the 82% commercial recall statistic out of thin air. In fact, many studies confirm radio advertising's high memorability advantage.
One of these studies was conducted by Nielsen. They looked at advertising campaigns for four specific brands. Although recall varied by advertiser, on average, 82% of consumers who were exposed to one of the target company's commercials remembered it...just as ZipRecruiter claims.
A similar study by research firm Local AdRecall also found that, on average, brand recall was 5-times greater for 18 companies who invest in radio advertising.
For more information on these two studies, click here.
In addition to radio advertising's powerful ability to create brand recall, ZipRecruiter uses Detroit radio because it reaches more business decision-makers and small business owners than any other local medium. In other words, radio reaches the people who are responsible for recruiting new employees.
It is clear why ZipRecruiter chooses to advertise on Detroit radio: the commercials are memorable and they are heard by the business decision-makers who do the hiring.
Certainly, if B2B advertising on Detroit radio is effective for ZipRecruiter, it can also work for any local business as well.
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