Blind Advertising versus Open Advertising.
Blind Advertising – no mention of company name
Open Advertising – company name is mentioned
I first started spending money on recruitment advertising in 1988, and that with a company called Encyclopaedia Britannica.
My budget was £100,000 per annum, so pretty decent amount to spend. I eventually moved to head office and my budget jumped to in excess of £2 million per annum.
One of the things I learnt were the benefits of both forms of advertising.
Open Adverts produced small numbers of responses, and the quality of the candidates were pretty fair. The number of responses though were just 10% of Blind Adverts.
Blind Adverts produced massive numbers of responses, and therefore our position became one of selection, sometimes self selection by putting people through training.
With lots of split testing, some 40 approved adverts of both types were approved, and they all created a ready stream of candidates.
I still split test today using various online media across different platforms and some work and some don’t. My lastest split test has so far produced seven responses in just under 10 minutes, at this rate, this is going to be one of my best tests for quite a while.