Will QR codes bring back offline advertising?
A thought…
QR codes strength is the fact they take people who are currently offline, online. If you see a QR code, scan it with your smartphone or webcam you will be taken to where that code wants to take you.
Having been in recruitment industry for several years, I’ve seen the shift from offline media to online media, with the progression meaning that online is the main form of advertising (cost vs application, potential for return on investment etc). It will be interesting to see if QR codes reinvigorate offline media.
For example, direct mailing (postcards to candidates) is a little dated in my opinion. They offer the opportunity for referral, yes, but what sort of application rate would you expect from them? In the past the postcards would include a reference number of a job and/or a link to a website where the job sits. The effort of taking the postcard, logging on, entering the website details and inputting the ref number is time consuming and will, through basic human nature, filter people out of the process. Now I’m not saying QR codes will get everybody to apply as some will not have smartphones, or may have smartphones and not use them to their maximum, however it will open the market wider.
Now here’s an idea – you have a client who is setting up a shared service centre in which you will need to recruit double or treble figure employees. Online will spread your market massively (after all 70% of applications are made online), you will have a dedicated website, you will use job boards and of course the ubiquitous social media. How about a billboard? I would never have even considered billboard advertising for recruitment as I would not believe the return on investment would be suitable, however, put a QR code on the billboard and you could generate a massive response by utilising space at bus stops, tube stations etc. Even television can be used for the largest of organisations, for instance The Army already do. Granted, jobsites are currently advertising online but this is generic, traffic generating advertising. If this can be concentrated on specific job categories it makes it relevant to the individual opportunities available.
What QR codes allow is access for recruitment advertising into the generic media market, opening up channels and increasing further our capacity to attract the best in market.
I’m personally excited about the prospect of this as it develops. We are of course working at the forefront of the market in this regard and more info to follow.
QR codes strength is the fact they take people who are currently offline, online. If you see a QR code, scan it with your smartphone or webcam you will be taken to where that code wants to take you.
Having been in recruitment industry for several years, I’ve seen the shift from offline media to online media, with the progression meaning that online is the main form of advertising (cost vs application, potential for return on investment etc). It will be interesting to see if QR codes reinvigorate offline media.
For example, direct mailing (postcards to candidates) is a little dated in my opinion. They offer the opportunity for referral, yes, but what sort of application rate would you expect from them? In the past the postcards would include a reference number of a job and/or a link to a website where the job sits. The effort of taking the postcard, logging on, entering the website details and inputting the ref number is time consuming and will, through basic human nature, filter people out of the process. Now I’m not saying QR codes will get everybody to apply as some will not have smartphones, or may have smartphones and not use them to their maximum, however it will open the market wider.
Now here’s an idea – you have a client who is setting up a shared service centre in which you will need to recruit double or treble figure employees. Online will spread your market massively (after all 70% of applications are made online), you will have a dedicated website, you will use job boards and of course the ubiquitous social media. How about a billboard? I would never have even considered billboard advertising for recruitment as I would not believe the return on investment would be suitable, however, put a QR code on the billboard and you could generate a massive response by utilising space at bus stops, tube stations etc. Even television can be used for the largest of organisations, for instance The Army already do. Granted, jobsites are currently advertising online but this is generic, traffic generating advertising. If this can be concentrated on specific job categories it makes it relevant to the individual opportunities available.
What QR codes allow is access for recruitment advertising into the generic media market, opening up channels and increasing further our capacity to attract the best in market.
I’m personally excited about the prospect of this as it develops. We are of course working at the forefront of the market in this regard and more info to follow.
Labels: codes, mobile, offline advertising, online recruitment, qr, smartphones, traditional media
posted by James
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