Fogarty Klein Monroe Into Help Wanted Radio, TV

Fogarty Klein Monroe has formed a joint venture with Recruitment Advertising Services to create a broadcast employment advertising boutique.

The new Houston-based entity, Fogarty Klein Monroe/RAS, has already captured a major client in Sears. Several projects are under way to create national radio and television recruitment advertising for all five divisions of the Hoffman Estates, Ill.-based retailer.

John Mitton, founder and president of RAS, is now president and general manager of Fogarty Klein Monroe/RAS.

“There has been a recent paradigm shift to a more proactive approach to recruitment,” Mitton said. “The Internet and print are passive. With our approach it is as if the job seekers are studying a full-page classified ad one inch from their nose.”

Radio advertising has proven particularly successful, Mitton said. He cited the example of one client whose applications response rate with just print ads was seven per day. One day after the radio campaign started, the daily response rate rose to 80.

Mitton said he believes Fogarty Klein Monroe/RAS to be the only national recruitment agency specializing in radio advertising.

According to Larry Kelley, senior vice president and director of media and research at Fogarty Klein Monroe, the new unit provides a solution to challenges faced by both companies. FKM clients have been looking for a more efficient and effective means of reaching employees, he said, and RAS needed a broader base of agency skills to meet client demands.

“Our media wherewithal is one of the cornerstones of the operation,” Kelley said. “We have the infrastructure and with John’s expertise it’s the perfect marriage.”

Mitton established Recruitment Advertising Services in Houston in 1995. Last year the company had billings of $7 million and 15 national clients including UPS, Six Flags and the YMCA.

Recruitment advertising appears to be on the rise with unemployment hovering near a 30-year low of 4 percent.

The recruitment advertising operation will be housed in Fogarty Klein Monroe’s Houston headquarters facility.