Wanna Trade?

When human resources personnel at Service Ware walk through the halls where the produce customer care software, they typically hear the staff oohing and aahing about the hottest new science fiction films. Thus, when a marketing company approached Service Ware about a recruiting thrust tied to a popular sci-fi flick, the light bulb clicked on. The result was perhaps one of the most unusual one-time recruiting events: a special showing of George Lucas's Star Wars: Episode I, The Phantom Menace at two theaters located in what Service Ware defined as "candidate-rich" locales.

About six weeks before the scheduled commercial debut of the film,Service Ware placed a large ad in the local paper's Sunday classified section featuring a galactic theme and artwork and offering two free tickets for submission of a quality resume. The company also produced a series of introductory slides promoting the company. (Lucas would not permit full-motion video to immediately precede the showing).

What is the learning point?Find ways to trade (barter) something your recruits want in exchange for something you want (resume). You can combine this with the "Rock Me, Baby!" idea and the tickets to a concert. Or tweak the "All the Wrong Places" idea and give away tickets to sporting events. Set up a booth outside the event several hours or a half-day in advance and be very specific about what types of candidates and resumes will qualify for the tickets. Make it a tailgate party.

Identify your primary market of candidates and what activities and "things" they like, then offer a barter. Keep up with concerts and other special events coming to your area and buy tickets in bulk. Or, if you really want to make a splash, sponsor the event. Then get the word out. Believe me, if you build it, they will come. The best way to find out what types of barters would have the most appeal is to ask the people you already have, who are of the same ilk. Maybe those with the best ideas can serve as hosts.

As the case with most of the ideas in this book,your options are almost unlimited. Just find out what would have the greatest appeal (and don't forget to leverage the public relations impact), then go for it!