Classic FM To Run First Radio Recruitment Ads
Classic FM is to become the first UK radio station to advertise jobs for company executives, after securing a deal with recruitment company Executive Appointments.
The cross-promotional agreement will enable Classic FM listeners to hear ads on the radio and then search for jobs on classicfm.com, through a link to exec-appointments.com. Job-seekers will also be able to listen to Classic FM whilst visiting the Executive Appointments website.
Commenting on the deal, Betty Thayer, chief executive of Executive Appointments, said: “Radio has never been used this way before for senior jobs. Now any company looking for an executive is not tied to the sole option of the weekly recruitment pages.”
Steve Cray, head of digital sales at Opus, who negotiated the deal on behalf of Classic FM, added: “This exciting new service allows employers access to an enormous and unique audience of potential candidates at a fraction of the cost of traditional print advertising.”
Executive Appointments believes the campaign could radically change the advertising methods used to recruit senior staff. According to Thayer: “The technology has allowed us to develop a loop, using the radio, internet and soon, text messaging to create a unique service that newspaper advertising can’t break into.”
Classic FM’s parent company, GWR, also recently appointed media communications agency, Rocket, to work across its portfolio of brands. The move follows a review of the group’s disparate planning and buying arrangements, and the desire to enhance the quality and efficiency of its media planning and buying activity.
Rocket will work alongside Opus, providing its marketing function with media intelligence and further market insight.
GWR, along with other UK radio groups, will be anxiously awaiting the latest RAJAR figures for the period ending March 2003, which will be released next Thursday. The new figures will be the first to report a raft of new digital radio services.
The latest RAJAR data for the period ending December 2001 saw Classic FM’s weekly reach drop 0.6% year on year to 6,698,000.
Opus: 020 7518 2642 www.opusonline.co.uk
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