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Recruitment Advertising Strategy

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Recruitment Advertising & Recruiting Strategy
In a time when many companies are cutting costs across their operations, a growing number of HR departments are changing the ways they recruit. Their goal: to boost recruiting efficiency (reducing recruiting costs per hire). Their means: innovative recruiting approaches that bring imagination and aggressiveness to a company's overall recruiting function. Innovations are occuring in several elements of the recruiting process. Here is a look at innovations in several areas.
Recruitment Advertising
An increasing number of companies are supplementing and even replacing the traditional classified ad with creative, clever, eye-catching ads. These ads are essentially a company's resume and cover letter, designed to send a unique and memorable message about the company to sought-after prospective applicants. Recently, Personnel Journal reviewed several hundred ads submitted by subscribers and reported some trends in this type of advertising. They include:
1. Use of Employees in Ads
Instead of the traditional testimonials, more company ads are spotlighting employees, talking about their skills, jobs, and accomplishments. For example, General Dynamics has run a series of ads that, by comparisons with great inventors, compliments profiled employees and their colleagues. For example, one ad hadline in the series proclaims, "We're looking for another Newton ...And another Newman: (Howard Newman, one of General Dynamic's senior project engineers). The ad's text showcases Mr. Newman's accomplishments and long tenure with the company and then urges those interested and qualified to "join Howard in the pursuit of technology excellence and discovery; apply for a position with us...Who knows? You might become the next Newman." In some other ads in the series, General Dynamics has declared, "We're looking for another Edison...Andanother

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