Whether you’re trying to expand your new business or fill an employee spot or two in your current business, you’ll need to create recruitment advertisements to target your potential staff. The process of recruitment advertising is similar to courting; you have to keep in mind the type of person you’re looking for, make sure your advertisement is seen by members of that target type and be clear about what you’re looking for.
Niche marketing, the act of identifying an underserved or unserved need in the community and filling it with your business, may be applied when making recruitment advertisements. If your job is tailored to a specific segment of the applicant pool, such as information technology professionals who have Java and C++ certifications, advertising on a general website only creates a surplus of unqualified candidates. Instead, target your advertisements to specific websites and organizations that your required applicants frequent. Companies looking to hire a trained technical writer, for example, may post a job ad on the Society for Technical Communication’s Career Center web page, where the organization’s members search ads and review qualifications.
Nearby college campuses serve as a potential recruitment workforce for your organization. Many college departments host their own jobs websites; students in North Carolina State University’s Department of Civil, Construction and Environmental Engineering, for example, log into their website, review job postings and get contact information. Partner with a school to recruit interns and co-op students, who perform work for college credit. Colleges often host career fairs, both general and specialized (such as health care, information technology and arts), where your organization can set up a booth to advertise open jobs, collect resumes and conduct on-site interviews. Advertise in the materials associated with the job fair, such as the website, newspaper ads and the day-of program.
After you’ve carefully created your advertisement, make it visible to your target audience. Consider how you’ll place your ad. Although the standard was once a listing in the Sunday classified section of the newspaper, job ads are now all over the Internet. You’ll find general listings aggregators such as Monster, Career Builder and Hot Jobs, plus specialized job search engines such as Dice and eLance. The New York Times reported in 2006 that print advertisement was dropping as online ad sales skyrocketed. Place an advertisement in the online version of your print newspaper plus a web-only job site. Inquire whether the papers offer a discount on a combined print and online ad; this way you’ll cover all of the bases and reach the most potential candidates.