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Ads
Advertisements (Ads)
There are a number of different types of advertisements (ads) that can be used to attract the right applicants for a vacancy. They are column, block, web and image ads as well as position announcements. In-column ads are the traditional help wanted ad which contains a brief description of the requirements of a position.
A block ad is commonly referred to as a display ad, and is larger, usually contains a logo, and often contains information about the company that is advertising a vacancy. In-column and display ads are most often print only advertisements and are limited in their size due to the cost of buying the advertisement.
Web ads are not restricted in size like printed advertisements and therefore are often lengthier and contain a great deal more information about a position. Web ads may contain links to other information pertinent to the job seeker such as a description of the community where the job is located, background information on the company and their financial status, and links to the job description for the position. Many organizations are now using generic in-column ads or small display ads that direct applicants to detailed web ads for more information about vacancies. This can be a cost effective advertising strategy.
Position Announcements by contrast are printed flyers and brochures of various lengths that provide detailed information about an opening, the company where it is located, and the type candidate sought. This type of advertisement also may be used within an organization to announce opportunities to current employees. Position announcements can be simple one page ads suitable for posting on bulletin boards or professionally printed tri-fold brochures that are designed to be mailed. Electronic position announcements with embedded hyperlinks are now being used as clever recruiting and advertising devices since they can easily be sent by e-mail. Position announcements are sent electronically to employees or colleagues who are asked to forward the announcement to anyone who might be interested in a position. In their many forms, the purpose of all advertisements is to call attention to a position vacancy. For a sample position announcement, click here. Image Advertising differs significantly from other type ads in that they do not have the explicit purpose of announcing a position vacancy. Instead, image ads are designed to highlight the employer as a great place to work with the hopes that candidates will be predisposed to openings at that employer in the future. Ideally, image advertising builds the company’s employment brand. Similar to a commercial on television about vacationing in the Pennsylvania, the viewer may not consider it now but when they start planning their next vacation, they might consider going to the Pocono Mountains in the state. Another example involves commercials and print advertisements that CVS Pharmacy, a large retail pharmacy organization, ran nationwide which contained some of their actual pharmacists providing testimonies about their unique approach to providing service to their patients. These images may have sparked interest in CVS by pharmacists who had not considered CVS or a retail pharmacy as an employment option. Image ads can appear in the employment section of printed media or they may also appear in the news or information section as well since they are trying to reach candidates who are not necessarily in the market for an opportunity today. For a sample image ad, click here |
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