MaRS Library Recruiting with advertising
Recruiting via advertising is understood here to mean placing advertisements in newspapers and other periodicals to attract interest in positions offered by your company. It is quite expensive to run a large job advertisement in widely circulated newspapers and periodicals (such as The National Post or The Economist). Ads of this type are most commonly run by major corporations seeking an upper-level executive. The Economist’s job ads include diplomatic and political posts as well as economics positions with international organizations such as the World Bank. A less expensive option may be to target your industry’s trade publications. For example, Avecia Biotechnology advertised in Genetic Engineering& Biotechnology News for a VP of Process Development. This targeted job ad was likely seen by fewer people than would have seen an ad in The National Post, but those who did view it were much more likely to have an interest in the position.
In designing an ad for publication in a magazine or newspaper, remember to keep it attractive, with clear branding, and don’t get overly wordy. Include graphical brand images, concise information about your company and the job title you seek to fill. Make sure you provide instructions on how to contact your company. The more space you fill, the more expensive your ad will be, so keep it short and specific.
Most job ads in print periodicals are syndicated online. The Toronto Star’s job ads are featured on The Toronto Star’s website, and stored in a database run by Workopolis alongside the job site’s other ads. Bear in mind these cross-platform possibilities when you contact a newspaper or magazine about publishing your job ad.
Overall, publishing job ads in periodicals is a practice used when recruiting senior executives. It is not normally feasible to advertise lower-level positions this way, but is helpful if you need to cast a wide net to find the perfect candidate.