why recruitment needs a little creative love

We've been working a lot lately with one particular bus client to make their advertising, well... a bit more creative to be honest.

And they are reaping the rewards. Lots of positive feedback within the industry, local media praising their approach and their customers actually noticing what they are doing.

But while their customer facing work has seen this vast improvement, their recruitment work has seen little or no investment - which in turn means their recruitment itself is suffering. Lots of unsuitable applicants for particular posts, resulting in an inefficient use of their physical and financial resources.

Why are some clients happy just to resize the same old bus driver ad time after time? How many times do you see the 'Bus drivers wanted, £8 an hour, free uniform...etc' appearing in the press?

Can't they take a leaf out of other areas of the business, and be more creative?

Bus drivers are possibly the most important part of building a bus company's brand. They are quite often the only employee your customers will encounter, so will will have sole responsibility for brand perception.

So why the lack of thought when it comes to recruitment for such an important role? Is it because company bosses don't really appreciate the importance of the job or because HR is seen as a poor relation to marketing in terms of return on investment?

Does marketing work in harmony with HR in your company or are they left to fend for themselves - ignoring brand guidelines and sending out messages that are contrary to the positioning and brand recognition you have worked hard to build up?

So next time you're in the office and HR want a hand - spread the creative love.

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