Big props to the unsung heroes who bake our bread, deliver babies in the wee morning hours and answer the calls in the middle of the night. Those folks are so important – and so hard to recruit! But wait, are they?
One thing I discovered working for Mid-West Family La Crosse, is using radio in the over nights is a great way to secure good people. The rates for overnight ads are generally less expensive and using the different radio station demographics, we are able to speak directly to the candidate that make sense! This is a group of candidates who are already working overnights – we don’t have to convince them to start work at 11pm. They are used to it.
To do a good job of recruiting this group, you have to know what makes them tick. Why are they working this shift? A quick google search and this is what was learned: people are working the night shift because
- They have free daytime hours
- There is a shorter commute
- They might get higher pay
- There are fewer distractions
- There is a quicker potential for advancement
So how do you use this information? Craft your messaging to address this candidate. If you have higher pay and faster potential advancement – tell this story to your prospective employee (over and over again)!
Does it work? In a word, yes. I worked with a Senior Care Facility looking for Certified Nursing Assistants. We ran radio ads during the overnights talking specifically about the salary offered (we knew this business had higher pay than their competitors). It was not surprise when we had over ten applicants – all Certified Nursing Assistants – and all good candidates for the position.
Want to bounce ideas about third shift employees? Reach out. I’d love to hear what’s working for you!