Newspaper article The Evening Standard (London, England)

And the Best Recruitment Ads Are. the Most Coveted Awards in the Recruitment Marketing Industry Are Now Open for Entry. the Recruitment Marketing Awards from the CIPD Recognise Outstanding Creativity in Job Advertising. Niki Chesworth Looks at Why Effective Campaigns Are So Important

Newspaper article The Evening Standard (London, England)

And the Best Recruitment Ads Are. the Most Coveted Awards in the Recruitment Marketing Industry Are Now Open for Entry. the Recruitment Marketing Awards from the CIPD Recognise Outstanding Creativity in Job Advertising. Niki Chesworth Looks at Why Effective Campaigns Are So Important

Article excerpt

Byline: Niki Chesworth

[bar] EOPLE are the most important part of every organisation. That is why it is vital to attract the best talent. Even in these times of high unemployment, employers are still recruiting, but while the volume of applications may have increased, many recruiters report that they sometimes struggle to find the right quality of applicants... and then to win their attention and commitment. This is where recruitment marketing comes in.

Stunning and innovative recruitment promotions not only give an organisation a competitive edge by targeting the right candidates, they also deliver real business benefits -- boosting the brand, improving staff retention and also loyalty.

The Chartered Institute of Personnel and Development's (CIPD) 2012 Recruitment Marketing Awards (RMAs), which include two new categories -- best use of video and best in-house recruitment team -- are now open for entries, and will recognise the exceptional creativity, originality and innovation of the best recruitment campaigns, advertisements and initiatives.

A lot has changed since the RMAs were first launched in 1980, with this dynamic sector continually innovating and using an increasing variety of media. The awards have adapted to reflect the new and highly effective ways that both employers and recruitment marketing agencies now use to attract staff.

Anthony Moran, head of marketing & client services development, Redactive Media Group, says: "Economic uncertainty, increasing unemployment levels and what seems like a new media platform launch every few months have all combined to make an interesting year. If you look at an agency's current business model or financial make-up in comparison to 10 years ago, they are worlds apart.

"It is truly survival of the fittest out there and the most adaptable seem to come out on top; the two things that remain a constant in their success are creativity and effectiveness."

The awards are divided into 11 creative categories and five effectiveness or business impact categories. All recognise original concepts and flair in their execution as well as the broader business benefits from effective recruitment practices.

"Attracting the best people with the right skills is a constant challenge for organisations today, big and small. At the CIPD we greatly value the vital role played by recruitment marketers in building and sustaining employer brands, adding value to the business. And we strongly recognise the importance of the recruitment marketing industry to the success of HR," says Vanessa Robinson, head of HR practice development at the CIPD.

Natalie White, head of corporate marketing, CIPD, adds: "We are looking for the most effective and impactful examples of where agencies and organisations have pushed the boundaries to engage with their target audiences -- which are increasingly on a global stage -- and deliver results.

"We are looking for recruitment campaigns that effectively connect with today's business needs, delivering something that stands out and promotes the employer's brand."

The awards, which are given by the industry for the industry, are for: 1. Best art direction Rewarding originality, craftsmanship and aesthetic values. In this category judges will be looking for great concepts and intelligent use of photography or illustration and layout.

2. Best use of copywriting Any marketing that demonstrates engaging and original copy. The best entries in this category will have captured the imagination of candidates with intelligent and targeted writing. 3. Campaign of the year A series of work aimed at the same target audience over at least three different pieces of work.

4. Best press advertisement This category is for any single print advertisement, with the judges looking for cleverly-executed one-off ads. 5. Best graduate initiative Recognising recruitment activity aimed at the graduate audience, this category attracts large campaigns that include brochures, on-campus activities, DVDs or a range of marketing materials. …

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