In fact AIDA is considered pretty old fashioned these days and has been updated by for instance AISDALSLove as it includes the importance of customer satisfaction and experience in winning repeat business and referrals.
I wonder how many organisations apply AISDALSLove when considering how to attract and keep their staff?
We know happy, satisfied and engaged employees stay longer and perform better. We know committed and engaged employees are better at engaging and retaining customers. We also know replacing employees can be a huge cost (a recent article suggested £8250 per person!).
But, in my experience, the majority of Employers take a huge risk and continue to use old fashioned AIDA.
We spend time crafting adverts selling the ‘dream’ job with the ‘dream’ company because we want to arouse the interest of the best people. And when it comes to the interview we tend to give a rosier version of the truth because we want them to really want us! Oh and everyone knows you don’t wash your dirty laundry in public.
So that’s it. We paint this compelling vision and they jump at the chance to work with us. Sadly when your new recruit starts the bubble is quick to burst as the promised dream fails to live up to reality.
Yes people are attracted to jobs by the salary and benefits on offer. But that is not what will keep them there. So be honest – people don’t expect perfect. Tell them about the compete employee experience. Tell them what it’s really like to work in your company.
Just like your customers your employers can make choices Tell them the good bits and the bad bits so they can make an informed choice.
If you don’t put AIDA in to retirement you’re going to have disengaged staff, dissatisfied customers and a huge recruitment bill!
Are you playing truth or dare?
To hear more on how to create an employee experience that attractsand retains employees (with valuable IT/Technology skills) or talk to us about employee engagement, customer engagement or ‘The 3Ease Standard’ and bespoke surveys email email@example.com. Alternatively follow us on @peopleessential or sign up to receive our blog/occasional newsletter.
The hierarchy of effects model AISDALSLove can be described as ‘A’ for Attention (the stage where consumer audience firstly pay attention to the ad), ‘I’ for Interest (stage at which the consumer audience then become interested in that ad), ‘S’ for Search (the stage where consumer audience will seek for information about the message or the advertised brand, both internally and externally). ’D’ for Desire (the stage where consumer audience have a passion towards the brand or product after getting information about the brand or additional information regarding the advertising message), ’A’ for Action (stage at which the consumer audience take action in form of purchase of products or the election of a brand to satisfy his/ her desire), ’L’ for Like/ dislike (the stage where after experiencing a product or brand, the consumer audience will like or dislike towards that product). ’S’ for Share (this stage is a continuation from the previous stage, in which the consumer audience will express feelings of likes or dislikes by sharing their experience to other consumers directly or through media), and the last is ’Love’ for Love/hate (the stage when after feeling satisfied or not satisfied, and share experiences with others, then will come a deep feeling towards the product or brand as long-term effects, these feelings can be either love or hate).