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.

Significant developments as a result of the development and evolution of the Internet have caused recruitment advertising to undergo some significant developments as well. 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 has been a demand for the creation of media targeting these ethnic populations. It has also created significant opportunities for employers who use advertising as part of their diversity recruiting strategy.

Targeted Diversity Recruitment Advertising Can Enhance Your Company’s Recruitment Program in a Variety of Ways Beyond Simply Filling Employment Openings

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 additional 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. In the form of image advertising, it can also counter the impact of negative events, discrimination lawsuits and rumors of individual incidents, by reinforcing positive perceptions.

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 and thrive. Mentioning awards, work/life perks, diversity milestones, community outreach, or recognition that your organization has received for being a great place to work is an excellent way to accomplish this.

If you want your diversity recruitment advertisements to be successful, 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 integrating the key motivations uncovered into your advertising. Not doing so often results in wasted money, embarrassment, and the possibility of alienating the very minority groups to whom you were seeking to reach.

There are Several Types of Recruitment Advertising Strategies That are Best Suited for Diversity Recruiting

When building a visual identity that communicates the importance of diversity within your organization, use images that show the various ranges of diversity that exist within it. The average reader is likely to respond negatively to an advertisement in which the company asserts that it embraces diversity if diversity is not reflected in that advertisement. It sends a message that the reader is not wanted in that organization.

About Author

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: http://www.multiculturaladvantage.com/recruit/

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