This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

July 29, 1998:

Creative Recruiting

Again we see desperate employers innovating in their serious efforts to attract applicants. With unemployment rates under 2% in many communities, competition is tough. Recruiters have to work extra hard to grab the attention of prospective employees.

In an earlier Trend Alert we told you how American Express seeks applicants by advertising on the back of grocery store cash register receipts in North Carolina. Now in Ohio, we see hungry employers putting printed sticky-back announcements of job opportunities on car windows. Where? In the high school parking lots during commencement ceremonies! Before long, we’ll see employers advertising in the programs that are distributed at graduation events.

We’ve heard some fascinating stories about recruitment strategies during Spring Break activities in Florida and other places around the country. Corporate recruiters are starting to hang out at ski resorts frequented by college students.

What’s next? Advertisements in textbooks? Sponsorship of college events? We foresee a potential windfall for cash-strapped colleges and universities. They have something (a "product" called students) wanted by employers (customers) eager to hire young graduates. Watch for value exchange to enable employers to put their name, image, and advantages in front of prospective employees.

Many employers are looking for older workers, seeking their maturity, wisdom, and stability. Watch for similar recruiting tactics to be used in the senior communities.

What creative approaches do you see? Let us know. E-mail to

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