Online job boards have pushed newspapers to improve print offerings
It’s no secret to HR or jobseekers — the Internet has revolutionized recruitment. But it has also upped the ante for recruitment advertising, making newspapers a better deal than ever before.
Because of the competition, newspapers have been forced to improve their product and increase the flexibility of the advertising options they provide. Many Canadian newspapers offer print and web packages: with the purchase of a print ad the posting will also appear on the Internet for free or at a greatly reduced price.
One area where the newspaper continues to hold the advantage over the Internet is branding. If an employer wants to educate potential candidates about the company and introduce itself to a new market, print is a good way to go.
Good candidates are attracted to good companies. And while there are organizations that are always top-of-mind with candidates — such as Coca-Cola, IBM and Imperial Oil — the reality is that many companies need to let people know who they are, what they do and that they are looking for new members to join the team.
Branding a company as a leader in the industry or as one that values its employees is a great first impression. Add an attractive layout and design to the print advertisement and candidates will want to know more. Including the company’s website address in the advertisement will drive readers online where the branded message can continue to hit home and make a positive impression.
While a big part of recruiting is, by its nature, reactionary, companies must also be proactive by conducting annual assessments of their recruitment advertising and the money spent in attracting candidates.
Where were the successes? And, just as important, where were the failures? By analyzing what’s happened employers can begin to predict and evaluate what is likely to happen in the future. An employer may decide the best strategy is to post a certain segment of vacancies online and plan on national exposure once or twice a year in print to ensure the company remains fresh in the minds of potential candidates.
Something else to keep in mind is that most newspapers produce special supplements focusing on particular industries, such as health care, education and insurance. This provides an excellent forum for employers in those fields to recruit to a focused group. It requires some planning, but the results are usually more than worth the effort.
Vanessa Peters is director, account services with AES Recruitment Advertising. She can be reached at (416) 924-1818 ext. 219 or [email protected].
From the archives: Creating a good recruitment ad
Writing and creating a good recruitment advertisement is important, and poses a challenge for many organizations. The right ad in the right paper can bring a flood of qualified resumés. The wrong ad, or the wrong newspaper, can leave an organization looking at only one or two applicants who might not fit the bill.
Articles from Canadian HR Reporter’s online archives highlight how to write a good advertisement, how organizations are using newspapers and the web to attract candidates and how to create a brand for recruitment (links are at bottom of page):
•How to run career, classified ads: (Canadian HR Reporter, Sept. 25, 2000.) This article explains the steps involved in running an ad campaign in a newspaper, including advice on where to advertise and using an agency.
•The battle for job postings: (Canadian HR Reporter, Dec. 1, 2003.) This article looks at how employers across the country are using newspapers, online job boards and their own websites to fill positions. It also examines the ongoing battle between newspapers and online job boards for postings.
•Vancouver health region brands its advantages: (Canadian HR Reporter, Dec. 1, 2003.) This article looks at how employers can create a recruitment program with a unique brand to help attract candidates.
Because of the competition, newspapers have been forced to improve their product and increase the flexibility of the advertising options they provide. Many Canadian newspapers offer print and web packages: with the purchase of a print ad the posting will also appear on the Internet for free or at a greatly reduced price.
One area where the newspaper continues to hold the advantage over the Internet is branding. If an employer wants to educate potential candidates about the company and introduce itself to a new market, print is a good way to go.
Good candidates are attracted to good companies. And while there are organizations that are always top-of-mind with candidates — such as Coca-Cola, IBM and Imperial Oil — the reality is that many companies need to let people know who they are, what they do and that they are looking for new members to join the team.
Branding a company as a leader in the industry or as one that values its employees is a great first impression. Add an attractive layout and design to the print advertisement and candidates will want to know more. Including the company’s website address in the advertisement will drive readers online where the branded message can continue to hit home and make a positive impression.
While a big part of recruiting is, by its nature, reactionary, companies must also be proactive by conducting annual assessments of their recruitment advertising and the money spent in attracting candidates.
Where were the successes? And, just as important, where were the failures? By analyzing what’s happened employers can begin to predict and evaluate what is likely to happen in the future. An employer may decide the best strategy is to post a certain segment of vacancies online and plan on national exposure once or twice a year in print to ensure the company remains fresh in the minds of potential candidates.
Something else to keep in mind is that most newspapers produce special supplements focusing on particular industries, such as health care, education and insurance. This provides an excellent forum for employers in those fields to recruit to a focused group. It requires some planning, but the results are usually more than worth the effort.
Vanessa Peters is director, account services with AES Recruitment Advertising. She can be reached at (416) 924-1818 ext. 219 or [email protected].
From the archives: Creating a good recruitment ad
Writing and creating a good recruitment advertisement is important, and poses a challenge for many organizations. The right ad in the right paper can bring a flood of qualified resumés. The wrong ad, or the wrong newspaper, can leave an organization looking at only one or two applicants who might not fit the bill.
Articles from Canadian HR Reporter’s online archives highlight how to write a good advertisement, how organizations are using newspapers and the web to attract candidates and how to create a brand for recruitment (links are at bottom of page):
•How to run career, classified ads: (Canadian HR Reporter, Sept. 25, 2000.) This article explains the steps involved in running an ad campaign in a newspaper, including advice on where to advertise and using an agency.
•The battle for job postings: (Canadian HR Reporter, Dec. 1, 2003.) This article looks at how employers across the country are using newspapers, online job boards and their own websites to fill positions. It also examines the ongoing battle between newspapers and online job boards for postings.
•Vancouver health region brands its advantages: (Canadian HR Reporter, Dec. 1, 2003.) This article looks at how employers can create a recruitment program with a unique brand to help attract candidates.
