Employers in major metropolitan areas of British Columbia have a number of methods to advertise their available job openings. From out-of-home to sponsored job fairs to social media, organizations in large BC cities can often reach talented candidates due to their location. But what about smaller BC communities?
It’s no secret. Other BC regions are often limited on how they can reach qualified job seekers. With smaller populations in comparison to Vancouver and Victoria, employers are often regulated to their local and community newspaper and that’s not always enough. Expanding the recruitment reach to include online job boards particularly those with a local focus, out-of-home advertising such as cinema slides, and targeted association networking, helps to create depth and range in promoting the employer and their brand.
With smaller populations we also see smaller talent pools. Once the employer has “tapped out” the local market, there is a need to expand their advertising efforts to other areas of the province. As many employers know, this is where relocation and branding become synonymous.
I have seen several companies take a very innovative approach to recruitment advertising. The British Columbia Lottery Corporation’s (BCLC) office in Kamloops advertised their need for Information Technology candidates on a social media network. A hotel in the Fraser Valley relies on their website to promote new career opportunities while an engineering company, selected as one of BC’s Top Employers, benefits based on their employer brand and their employee referral network. Another example is a company that provides assisted living facilities for seniors throughout BC that employ a number of advertising including open houses.
In meeting hiring goals, the right combination of recruitment advertising media options is dependent on identifying the target audience, regardless of the particular community.
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