If we’re all being honest with ourselves, we would probably admit that recruitment advertising has typically been seen as the ‘laggard’ activity compared to the thrills of the much more exciting world of consumer marketing.

Why is this? Well, for far too long these job/recruitment ads have seemed to stay wedded to the format of old-school newspapers and, even when things went online, the text-heavy world of the job boards.

However, I believe that if we take a fresh perspective, not only can we challenge this notion, but I would suggest the gap between recruitment and consumer advertising isn’t as vast as is typically believed.

In fact, I believe that not only has recruitment advertising simply been catching-up on the ground left by the dynamic world consumer advertising, (it has typically lagged five or six years behind), for some time now our running to catch-up has actually come to an end.

The changing landscape

The bigger problem is that this catch-up hasn’t been universal or across the board – leaving many still grappling to bring their recruitment advertising up to speed.

So, how can human resources professionals that are still behind the curve able to bridge the gap between their own HR strategies and those leveraged by their marketing cohorts who live and breathe consumer advertisers? This essay will attempt to explain how.

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