What Is The Best Way To Advertise In Recruitment?
The type of advertising selected is largely determined by the type of job and applicant sought
, and the amount of available budget for the recruitment campaign.
So Where Should We Advertise?
* Print media - This is probably the most common and most known form of advertising media. The advantage of print is that it is accepted by the wider community and has the potential to reach large numbers of job seekers. The disadvantage is that a company's ad will need to compete with other similar ones from other organizations, and it can be expensive.
The different types of print media include daily newspapers, local suburban newspapers, and specialist journals. Which type of print media you use will be dictated by the readers' demographics and whether your vacancy would appeal to the particular readers in question.
* Internet advertising - The internet has become a significant advertising medium for recruitment campaigns in recent years. Its advantage over print media is that is cheaper, and more information can be provided about your vacancy and your organization.
Internet advertising also has broader reach, being easily accessible to overseas job markets. One of the disadvantages, on the other hand, is that it can be difficult to attract
candidates, simply due to the immense amount of competing data available on the internet.
* Radio and television - Significant recruitment campaigns, typically conducted by larger organizations and government agencies, would often utilize radio and television advertising. Examples are banks, the defense forces, and the police force.
Radio and television media are usually designed to reach particular groups such as school leavers or certain ethnic / cultural groups. The advantage of radio and TV is that they have the potential to reach a huge number of job seekers; the disadvantage being that they also attract a large number of highly unsuitable candidates.
* How to write a recruitment ad - The purpose of an ad should always be to attract a smaller number of very suitable applicants, rather than a larger number of very unsuitable applicants.
In order to save both recruiters' and job seekers' time, effort and money, it is essential that an ad is noticed by well qualified applicants but discourages unqualified applicants. At the same time, a good ad will also promote a positive image of the organization in question.
A recruitment ad should make clear statements about the following:
(a) Accurate and favorable information about the organization
(b) Benefits of the position
(c) Short and long term opportunities being offered to successful applicants
(d) Desirable skills, knowledge, experience and qualifications of the ideal candidate
(e) Where and how to access additional information about the organization
After reading the ad, job seekers should come away with an understanding of what the job is, its basic functions, how it fits into the organizational structure, and whether or not they are suitably qualified to apply.
The ad needs to paint a favorable image of the organization so as to attract suitable candidates, but at the same time deter unqualified and unsuitable candidates from applying.
Taking the time and care to construct an advertisement with these criteria in mind will help to ensure a successful recruitment campaign!
by: Tim Williams
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