Got Career, Will Travel

Before you may agree or disagree with what I am going to say in my next 280 words, just take a quick peep at the two featured recruitment ads.

Ready? Now, close your eyes, and open them up. Which ad comes first in terms of brand recall?

If you see SIA, congratulations, you need not read further! However, if you recall "the other" ad, perhaps it is the incapable "CARVE", which unfortunately doesn’t quite shine but lures you to the dark side.

Every weekend, we are greeted with recruitment ads that splash across our eyes, each fighting for their individual attention in the respective fields. The great ones leave an impression, whereas the not-so-great ones will simply fade off.

To me, a recruitment ad should be handled with pride. It has to reflect the essence of the brand that sets your company apart from the rest, either through the display of conceptualised imageries, a powerful header that makes good sense or the brand mark or logo that signs off. 

Take these elements into consideration and compare them with these two recruitment ads. SIA needless to say, has it ALL. It firstly features the forever iconic Singapore girls, which sums up the recruitment objective. Next, it has an opening line that says: “The world at your doorstep” - clearly indicating the brand promise. Most importantly, it has that signature brand mark and logo which proudly sits itself at the end of the message, which reads:  “Singapore Airlines”.

On the contrary, the other ad has none of the above. The “Carve” that supposedly shines, failed miserably at hello. “A contemporary lifestyle brand” that is absolutely too vague to be defined doesn’t attract me. “The Brand Manager” simply says: “We don’t know which Brand we are representing” perhaps the fear of displaying an ugly brand mark or not so proud brand association.

Brand owners and advertisers, if you do not wish to end up like “the other” ad, re-think and make your next ad work. Otherwise, don’t recruit.



Goh Lisa,
Creative Director
WhiteClip