Firms can’t always get all the employees they need from their current staff, and sometimes they just don’t want to. We’ll look at the sources firms use to find outside candidates next.
Everyone is familiar with employment ads, and most of us have probably responded to one or more. While web based recruiting is replacing help wanted ads to some extent. A quick look at almost any paper or business or professional magazine will confirm that print ads are still popular. To use help wanted ads successfully, employers, have to address two issues: the advertising medium the ad’s construction.
The media: The selection of the best medium be it the local paper, the Wall Street Journal TV, or the internet depends to the positions for which you’re recruiting For example, local newspaper is usually the best source for blue-collar help, clerical employees, and lower level administrative employees. On the other hand, if you’re recruiting for worker with special skills – such as furniture finishers, you’d probably want to advertise in the Carolinas or Georgia, even if your plant is in Tennessee. The point is to target your ads where they’ll reach your prospective employees.
Or specialized employees you can advertise in trade and professional journals like American Psychologists, sales management, Chennai Engineering, Electronics news, Travel Trade, and Women’s Wear daily. Help wanted ads in papers like the Wall Street Journal and international Herald Tribe can be good sources of middle or senior management personnel.
Technology is enabling companies to be more creative about they advertise for job applicants. For example, Electronics Arts, the world’s largest video game publisher knows that our best [job] candidates hand out online and read gaming magazines. The company therefore uses its marketing programs to help solicit job applicants. For example, Electronic Arts includes information about its internship program, on the back of its video game manuals. Using techniques like these, the firm now has a database of over 200,000 potential job candidates. It also uses special tracking software to identify potential applicants with specific skills, and facilitate ongoing communications (via e-mail) with everyone in its database.
Constructing the Ad:
Experienced advertisers use a four point guide called AIDA (attention, interest, desire, action) to construct ads. You must, of course attract attention to the ad, or readers may just miss or ignore it. Why does this ad attract attention? The word excellence certainly helps. Employers usually advertise key positions in separate displays ads.
Develop interest in the job. You can create interest by the nature of the job itself, with lines such as outstanding opportunities for advancement. You can also use other aspects of the job such as its location, to create interests.
Create desire by spot lighting the job’s interest factors with words such as travel or challenge. Keep your target audience in mind. For example, having a graduate school certificate may appeal to engineers and professional people.
Finally, make sure the ad prompts action with a statement like call today or please forward your resume.
After over 30 years of living with EEO laws. You might imagine that by now most employers are familiar with the sorts of things they can’t put in ads (such as man wanted or young women preferred) Yet the results of one study illegal recruitment advertisement suggest that questionable or illegal ads still do slip into recruitment advertising so this is apparently an area that continues to require caution.
Employment Advertising’s Effectiveness:
It does pay for employers to formulate marketing campaigns aimed at making themselves more attractive to potential recruits. A recent study sheds some light on how to do this. The researchers surveyed 133 students who were graduating with bachelor or master’s degrees in engineering. For these students, specific job-related advertising significantly related to their perceptions of the company and of job opportunities there. The results suggest that employers should try to create positive impressions of their companies tough their job postings, Web sites, and other means. Building word of mouth reputation is also important. In their job such, these new graduate engineers relied most heavily on information about the company from other people. As the researchers conclude, from a practical standpoint the results indicate that expanding and capitalizing on word of mouth endorsements will prove a highly effective and economical method for increasing applicant inquiries.