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Employers are banking on the power of OOH to help fill positions in the wake of the “Great Resignation.” Lauren Sak, senior marketing director at Intersection, discussed how employers are leveraging OOH to hopefully reel in new employees in an interview with Digital Signage Today
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Dec. 3, 2021 | by Kevin Damask — Editor, Digital Signage Today
Employers are banking on the power of OOH — and more Millennial and Gen Z job seekers noticing outdoor promotions — to help fill positions in the wake of the “Great Resignation.”
In September, a record high 4.4 million employees quit their jobs, according to the U.S. Bureau of Labor Statistics. With people being more selective in choosing their next position, companies are finding new ways to reel in prospective employees.
What better way to attract applicants than hitting the great outdoors? Employers are using big, bold ads through OOH and DOOH displays to grab job seekers’ attention. This is especially true in urban markets where people are out-and-about, running errands, using public transportation and attending events.
And, the OOH job recruiting blitz is working.
A recent Nielsen report showed that 46% of people ages 18 and older have searched online after spotting an OOH media promotion. Lauren Sak, senior marketing director at Intersection, discussed how employers are leveraging OOH to hopefully reel in new employees in an email interview with Digital Signage Today. Intersection, founded in 2015 and based in New York City, is an OOH media and technology company that produces programmatic advertising in large cities.
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| Sak |
Q: What do you think is fueling the drive for more OOH ad spending?
A: I think there’s a lot of complexity to what we’re seeing, and it’s not just about one thing. With the availability of vaccines, people feel less “on guard,” and more comfortable with being back out in cities. With more people shopping, socializing, and traveling, the opportunity to reach them outside of the home has grown significantly since the beginning of the year. Brands also are aware of the digital fatigue people have been experiencing this year. I think marketers see OOH as a great alternative to reach people in the same hyper-relevant way as with digital, but in a channel that can’t be skipped or blocked. Lastly, consumer spending is expected to grow 8% for 2021, and brands need effective ways to stand out and capture their share of that increased spend.
Q: How are more people noticing OOH promotions?
A: We’ve seen very consistent data in 2020 and 2021, that people (especially in cities) are noticing OOH more than before the pandemic. According to the most recent study from Harris Poll and the OAAA, 47% of urbanites are noticing OOH than pre-pandemic. It makes sense, when you think about the digital fatigue, and the desire these past couple years have given us to “get out of home in general. Affinity for OOH is significantly higher with Gen Z and Millennials, two groups who’s buying power will only continue to grow in the years to come. One interesting phenomenon — 67% of Gen Z and Millennials recalled seeing an OOH ad reposted on a social media platform. So, we’re seeing these younger generations not just noticing OOH ads in their native environment, but also in secondary spaces. Something for marketers to think about as they plan both channels in the future.
Q: How has OOH tapped into the “Great Resignation” job market?
A: I don’t think we could have predicted that it would be a year ago, but across nearly all of our markets, we’re seeing the employee recruitment category boom in 2021. Overall, we’ve seen three times the revenue in this category compared to 2019. The biggest categories we are seeing activate recruitment campaigns are retail, delivery, and military; but we’ve also seen a lot of campaigns from healthcare and tech as well. It makes sense. OOH is a great way to connect with job seekers when they’re thinking about their job — whether driving home from work, or commuting on the train.
Q: In what ways can employers leverage OOH to fill positions?
A: The overly competitive job market has caused fragmentation and dilution across job sites like LinkedIn and Indeed. OOH is a great way to reach mass audiences by splashing job openings on the biggest canvas out there — the cities where people live out their daily lives and journeys. Imagine, a retail job opening posted directly outside a competitor’s store, that is certain to turn some heads and grab attention.
Q: Can you point to some success stories?
A: The biggest indicator of success is the growth we’re seeing in the category, especially when we see clients extend or add to their existing campaign.
Anecdotally, we had a client this year who saw over 70,000 hits to their website with over 4,000 applications in just six weeks, and we were the only OOH media partner they leveraged. Editor’s note: Sak declined to name the client.
Q: Has the “Great Resignation” changed the way employers create and market their OOH campaigns?
A:It’s no secret that the world we live in now is much different than it used to be, and that means employers are having to change the way they market to prospective employees. Employers must think outside the traditional job board, and embrace new strategies like OOH to reach potential employees after a crazy year for businesses and employees alike. Reaching people where they are — in their neighborhoods — is a great way to stand out in the oversaturated and highly competitive job market of today.
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source https://duchonsigns.wordpress.com/2022/02/04/hrr-sucess-stories-in-these-days-of-automation-and-difficulty-hiring-skilled-tradesmen/
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