The D-day has finally arrived! Tonight, industry stalwarts from corporate India will come together on a common platform to acknowledge and reward advertisements that have set a benchmark for out-of-the-box recruitment communication in various categories. Given the overwhelming response we’ve received with respect to entries from various organisations/ad agencies, it wasn’t easy for our esteemed panel of jury members to pick the best of the lot. But they did, so be present to witness the night of glitz, glamour, speculation and cheer for the best of the best at the ‘2nd Pinkslip Awards for Creative Excellence in Recruitment Advertising’.
Sustaining the relevance of the event, yet riding on the surprise element, the term,‘pinkslip’ has an underlying positive connotation. Though, pinkslip refers to the practice of firing an employee, this pinkslip for a change can open a new avenue of opportunities and is a beacon of success that you can be proud of. For a change, winning a pinkslip will not only reflect the company in a positive light but also will look impressive on your resume! It’s that time of the year when we felicitate the most deserving organisations and ad agencies by handing out ‘pinkslips’ as a gesture of appreciation. The much-awaited ‘Pinkslip Awards for Excellence in Recruitment Advertising’ is here again. It has been discussed time and again how in the present day scenario, HR has to work in conjunction with the marketing and advertising people in order to churn out excellent recruitment advertisements that result in attracting the best talent. Gone are the days when HR and marketing would be oblivious to the functioning of each other’s departments.Gone are the days when HR and marketing were considered separate disciplines. They had their own ideologies, perspectives and shared nothing in common with each other. But in today’s highly competitive talent starved environment, it has become imperative for both these disciplines to work together towards a common goal of recruiting the right talent. HR needs to clearly convey their recruitment demands and talent needs and with the help of effective marketing tools ideate, brainstorm, device and execute an advertisement that reaches to the right TG.And the Pinkslip award is just the right platform for appreciating the talent and hard work that goes into creating path-breaking recruitment ads. Experts agree that this is one of the first occasions where HR and marketing are working in harmony with each other. Recruitment advertising has certainly come a long way in the recent years.All major industries are on a hiring spree.And the crucial role that recruitment advertising plays is towards building distinctive and compelling employer brands. In today’s competitive job environment where companies are vying with each other to attract and the retain the ‘best’, employer branding has become a critical tool for employers while executing a recruitment ad and even for employees for whom the need and desire to be associated with a compelling employer brand far surpasses factors like pay and job title.But in order to ensure that, it is necessary that the right person sees your ad or having seen it, if he/she doesn’t understand your employer branding strategies, the ad is considered ineffective. In these days of media clutter, an employerbranding ad has to be straightforward, simple and sharp. So does the ad represent the personality, the soul of the company and position the company right and convey the right message in such a manner that it holds the attention of the right reader? Does it comprise all the constituents of your company? And most importantly, does it say ‘what kind of a company we are and what we aspire to be’ to its prospective candidates? If you have answered yes to the above questions, yours is a successful employer-branding ad. The value of building a persuasive employer brand is vital in the must-win battle in this war for talent. Today, HR has understood the significance of having a compelling employer brand and they know that it isn’t just a mere gimmick to attract talent. Conjuring up an image that may be desirable and aspirational will not necessarily attract the target group. Hence, companies have realised this and in unison with ad agencies (some have in-house agencies) are devising advertisements that convey the message, ‘what kind of a company we are and what we aspire to be’. So let’s celebrate excellence in recruitment advertising by honouring the best companies and agencies that have set a benchmark in the field of recruitment advertising.
POSTED BY: PALLAVI SINGH
PGDM 3 SEM, 'B'
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