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Newspaper Advertising

Advertising job descriptions in local or national newspapers is a classical form of recruitment. Companies of all sizes recruit in this way. Your choice of where to place a job advertisement depends on a number of factors:

• Your recruitment budget
  Placing an advertisement in the Globe and Mail costs significantly more than running an ad in your local newspaper. In addition to the cost of preparing and running the ad, consider associated costs such as meeting out-of-town candidates, which demands airfare and accommodation.
  
  
• The profile of the position to be filled
  If you are hiring a marketing associate, your choice of newspaper may differ from an initiative to hire a global marketing director.
  
  
• The skill set of the potential candidate
  If you are searching for a person with highly technical or specialized skills and you do not anticipate finding many potential candidates in your area, opt to run a national or international ad.
  
  
• The location of the person you are seeking
  If you are searching for an overseas marketing manager, increase your chances of finding someone by advertising in the targeted country's national newspapers.
  
  
• Time constraints
  Advertising nationally or internationally usually requires more time to fill the position. Effective communication and coordinating schedules for meetings is more challenging. Reference checks can take longer at an international site.
  
  
• Your knowledge of local, national and international newspapers
  Familiarize yourself with sector newspapers that serve particular geographic areas or interest groups.
  
  

Classified and Career Advertisements

There are two types of newspaper recruitment advertising - classified ads and career ads. Career ads are sometimes also referred to as display ads. Both types of ads include basic summaries of the job description, plus any other information you might think will attract the right person for the job.

Classified ads typically have the following characteristics:

• Short and concise
  A classified ad does not contain the same depth of information as a career ad. Keep it simple.
  
  
• Composed on short notice
  You can phone in your ad content to the classified department the day before or a few hours before the publication deadline.
  
  
• Inexpensive
  The cost of classified ads varies by publication. Overall, they are the least expensive advertising medium. Remember that cost is based on size - the larger the ad, the higher the charge.
  
  
• Anonymous
  Anonymity can be beneficial. Applicants, especially those who do not meet your criteria, may think twice before submitting a résumé. They do not know who you are. Anonymity also helps eliminate walk-in traffic and telephone enquiries about the job.
  
  

Career ads typically have the following characteristics:

• High visibility
  You or your boss might think that bigger is better! A classified ad can get lost among other ads in a classified section. Career ads are more impressive.
  
  
• Content flexibility
  Additional space allows you to provide more detail on job duties and responsibilities, including the skills, knowledge and experience required for the position.
  
  
• Promotional value
  By placing a career ad that includes your company logo and a business profile, you promote your organization. Remember to list your Web site in the career ad and invite interested applicants to learn more about the company.
  
  
• Time and budgetary investment
  Career ads can take up to a week to prepare and can cost a significant amount depending on the size and placement in the newspaper.
  
  

Pointers for Powerful Ads

The challenge of print advertising is beating the competition. The competition is everywhere - sometimes right next to you in the newspaper column! What can you do to be noticed? You need to grab the attention of the best candidates, and motivate them to spring into action. You want them to respond now, not set the ad aside.

When describing job responsibilities use active words. For example: lead a team, implement initiatives, direct activities, chair a committee, pilot a program, hold the portfolio or oversee a budget.

When describing candidate attributes, be expressive. Use adjectives such as: talented, energetic, professional, entrepreneurial, passionate, competitive, savvy, knowledgeable, conscientious, articulate, accomplished, proficient and so on.

When describing your company and work environment, be creative! Use powerful words like: global leader, entrepreneurial, growing, dynamic, room for advancement, exciting career opportunity, challenging.

Use your company logo. The old saying is true - a picture is worth a thousand words. Your job advertisement has a two-fold purpose. It must simultaneously attract candidates and promote your company. The ad is a public relations vehicle. Your competitors, collaborators, alliance partners, investors, and shareholders will see it.

Emphasize your company slogan or phrase. If you do not have one, now is the time to establish one! A slogan conveys a message to the public. It reflects your corporate image and tells the world (your prospects, banker, and employees) that you are growing.

Try a reverse ad (where the background is black and the letters are white) or a unique border or shape. For example, if your business is recycling, why not have your ad in the shape of a blue box recycling container? Getting noticed is the first step to attracting the right applicant.

Be clear on what you want and do not want. For example, stipulate no telephone calls, no walk-in appointments, only qualified candidates will be contacted, no employment agencies please, and so on.

Provide deadline for submissions. This is key. You need those résumés submitted as quickly as possible.

Watch your wording. The skill requirements in your ad must reflect bona fide job requirements. Although the grounds vary, and you will want to consult with a lawyer regarding local laws, employers are not permitted to place ads that declare preferences on the basis of age, sex, sexual orientation, race, religion, national origin, physical disability, mental disability, or marital status.