Publicizing the Opening

When you're ready to start looking for a new employee, you have to publicize the opening in a way that targets potential applicants within your budget. And, you need to let people know you have an opening in a way that doesn't violate any laws. The first decision to make is to choose what medium you'll use. Advertising is the most common way to get the word out. Options include print (newspapers and trade journals), online, and broadcast media.

Print products are the traditional choice, but online posting is increasing rapidly. Many newspapers make their classified ads available online for free, so print ads may be very cost effective. In many areas, there are a number of community and local papers to choose from. While television is a relatively expensive method in most major TV markets, radio ads are far less costly. Radio and TV ads placed during off hours may be productive for particular types of positions, and are likely to be less expensive.

When you create your job ad, consider what information to provide, and what information to gather. Describe the position you're trying to fill, provide salary and benefit information (if appropriate), tell people how to reply, and what information they should supply. If you want a resume, say so. If you're trying to fill a position where it's unlikely that applicants will have a resume, be specific in your information request.

Tell enough about the job so that those reading the ad can determine whether they're qualified and interested. List minimum educational, experience, or skill requirements, if appropriate. Note special factors, such as travel or familiarity with specific software.

Try to minimize the time that screening responses will take. Ask for all the information you need to decide whether to interview an applicant, but no more than that. Get the information you need to make a hiring decision during the interview and background checks. If necessary, you can use an application form to obtain additional information prior to setting up interviews.

If print, online or broadcast ads aren't appropriate, consider other options, such as:

Communicating to your employees, through internal postings, and encouraging them to tell others.
Participating in job fairs and school placement offices.
Outsourcing to an employment agency (but cost may be a factor).
Looking into federal, state, and local employment services, which seek to find jobs for people looking for work.