Effective Print Display Recruitment Advertising

How To Create Effective Print Display Advertising

Create effective print display advertising and fill your open jobs quickly and easily. It’s not about reaching every person, it’s about reaching the right person. 

Here are some tips and tricks to make sure your ad stands out and reaches your target audience effectively.

How Much Should I Spend?

When considering your recruitment budget for a position, ask yourself, “How much is it costing my company every day this position goes unfilled?” The more important the position is to your core business, the higher your recruitment budget should be.

Maximize Your Reach To Potential Candidates

Targeted niche publications are a great way to reach qualified candidates. Ask if the publication also offers an online job board for its readers, and use that to your advantage as well. Integrating your ad campaign in print and online exposes your recruitment message to multiple channels. The more opportunities someone has of seeing your listing, the more likely they are to reach out to you.

Make Sure Your Headline Doesn’t Fall Short

Is your biggest selling point your company’s name? If not, then maybe you may want to highlight your location in a headline. Or drive readers’ attention to read further with something intriguing, such as:  “Top 5 ways you can advance your career with us.” Even highlighting the job opening title will help your ad catch the eye of the right candidates.

Don’t Skimp On The Job Description

Be careful not to gloss over the job description. The way you describe your job opportunity should create interest and encourage readers to learn more, take action and contact you. The reader should be able to say, “That sounds like it could be the perfect job for me!” Highlight your company by pointing out awards, achievements, or what differentiates your company from the competition.

What Are Your Requirements?

Don’t remove your job requirements for the sake of creating more space. If you don’t spell out your requirements, you can be sure that the resumes you receive will be scattered and fewer will be qualified for the position. This means time wasted sifting through mountains of resumes to find the right candidates.

What’s In It For Me?

What are the tangible benefits of the job? What about the benefits of the company? Don’t forget to mention if you are minutes away from beautiful Lake Tahoe. Does the company encourage a learning environment and growth potential? Applying for a job is a big decision, so make sure you paint a positive and accurate picture of what you have to offer that will help job seekers reach their personal and professional goals.

Applying Should Be Effortless

Create a direct, simple path for job seekers to apply. Whether it’s a web address to your job listing, a QR Code to your online job board listing or an email address to send resumes to, make sure it takes as few steps as possible for interested candidates to reach you.

The Bottom Line

Include a salary range whenever feasible. Keep in mind that if you remove this critical piece of information, your responses will be unfiltered and you will see resumes and CVs from candidates who are not right for the position you are offering.

Standing Out

Consider using graphics and colors whenever possible to make sure your recruitment ad stands out.

Where Should I Place My Recruitment Advertising Campaign To Reach High-Quality Applicants?

Nationwide recruitment advertising in publications like USA Today and The Washington Post offer employers online and offline options that are effective ways to reach educated, career-minded people. 

To reach prospects with qualifications for industry-specific opportunities, employers post recruitment ads in industry-specific publications, and online industry career centers and job boards. Qualified prospects are already there looking for opportunities, so it’s beneficial for all concerned.

For example, nursing and other medical specialties use nursing publications and job boards that cater specifically to their specialty. Employers are able to target nurses looking for work in Canada (e.g., NursingCareersCanada and RNCareers) and in the United States (e.g. AdAge). 

Another good example is the Journal of the American Dental Association, JADA, which offers employers a good opportunity to reach not just dentists, but prospects in all dental industry specialties. The ADA also offers online job listings through CareerCenter, its official “Opportunities for Dental Professionals” website.

We hope our advices help you create effective recruitment ads. If you want professional help crafting your message or designing a great-looking ad, contact Russell Johns today

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