Recruitment costs are high. All councils advertise in the print
media and much of the space that is paid for contains duplicate
information, such as EEO advice. In addition, competition for
staff is increasing, so attraction of applicants is critical.
This was a three month trial to evaluate the benefits of
regional advertising - that is, advertising in the print media in a
block, with each council's identifying logo and brand, but arranged
together for maximum impact.
The trial resulted in a large majority of member councils
adopting this approach.