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Recruiting with Radio

July 22, 2021

As we continue to recover from the pandemic, businesses are getting back up and running, and with that, we are seeing an increase in job openings. The US Bureau of Labor Statistics found that as of April 2021, the number of job openings reached a high of 9.3 million. With so many openings, it's no surprise that businesses are reporting labor shortages. In this article, you’ll learn how radio can help your business find qualified employees to join your team.

Radio Recruiting is Effective

When it comes to reaching job seekers, radio does a great job at targeting candidates. According to 2020 MRI-Simmons data, radio reaches 84% of adults who plan on looking for a job within the year, 85% who have attended a job fair, and 87% who have used the internet or an app for job search. The effectiveness of radio comes from its ability to reach people across devices as listeners are on the go. With iHeart AdBuilder you can get on air fast and spread the word about job opportunities, reaching potential employees no matter where they are.

In 2020, an analysis of 43,000 radio ads showed that radio increased job-related site activity by 6% resulting in nearly 23,000 new website visitors. According to NumericOwl data, that number more than tripled in the first four months of 2021.

Reaching Potential Employees Around the Clock

In 2020, an analysis found that employment site traffic was highest on Tuesdays and the Morning Drive daypart had the largest number of new site visitors. However, in 2021 with a shift in consumer behavior, the Midday daypart currently leads as the time of day with the largest number of new site visits. This analysis also found that the Overnight daypart delivered comparable new visits for every spot aired in the evening; therefore, businesses should not dismiss Overnight as a valuable daypart.

A graphic that shows web activity daypart shifts for job seekers in 2021 including midday, morning, afternoon, evening, and overnight. Data is from AnalyticOwl and RAB.


All dayparts have a significant percentage of listeners, so no matter what time your ad is playing you know you’ll be reaching a wide audience. AdBuilder automatically optimizes your radio campaigns to reach your target audience when and where they’re listening, but there are still ways you can improve your ad schedule. Selecting a medium budget and scheduling your campaign at least 10 days ahead of the start date is a good way to ensure your ad has access to enough inventory to maximize delivery so you reach your goals.

Tips for Radio Recruitment Ads

To reach your target audience you need to define the demographic you’re trying to hire so AdBuilder can put you on the right stations to reach them. It’s also important to consider that your target audience may already be employed and aren’t actively looking online for jobs. By choosing the right customer profile, you can reach potential employees with radio whether they’re actively looking for a new job or not.

iHeart adBuilder "Choose your customers" screen that shows a few recruiting-related audiences including College Graduates, Healthcare Professionals, High School Graduates, Legal Professionals, and Technology Professionals.


The sooner you can get your ad on the air, the sooner you can fill open positions. It’s important to move quickly and AdBuilder can help with that. With just three simple steps, we can get your business on the radio and create a custom recruiting-related audio ad that fits your needs. If you have multiple openings to advertise, it’s best to create separate ads so you can emphasize the details of the specific job opening within the 30-second window. It’s also important to avoid listing too many qualifications and find creative ways to catch your audience’s attention and make the job sound exciting. This is where we can help! If you provide a few details, our team will write a custom ad that stands out on the radio.

Last but not least, make sure you give listeners a clear call to action to apply for your job. Email addresses and phone numbers are hard to remember so give them a short website or landing page URL that’s memorable so they can visit the site and submit an application.

If you want to reach potential employees, radio is the way to do it. Sign up for AdBuilder today to get on the air — there is no quicker way to help potential employees find you.