For employers seeking help, it pays to advertise

Job advertisements can pay off for small businesses looking to fill positions. And when it comes to recruiting, both the medium and the message count.

First, the medium. Nowadays, companies can choose from online job sites, as well as traditional print ads in local newspapers and trade journals.

Job sites on the Internet boast a worldwide audience, more space per ad and cost-effectiveness. "An online job posting costs $150 to $200," says Robert Epstein, president and CEO of CareerBank.com, an online job site for professionals in accounting, finance and banking. "It goes around the world, plus it stays posted for 30, 60 or 90 days."

The reach of online classified services is appealing. But don't overlook your local print media, says Joan Brannick, co-author of Finding and Keeping Good Employees.

A small company may not want or need to advertise everywhere to fill a position. Thousands, if not millions, of job seekers will read your online ad, but they'll also be scrolling through other Internet job postings, making it difficult for your ad to stand out.

And regardless of whether you choose print or the Net to publicize your need for workers, consider niche publications and sites. Trade journals for specific categories of applicants can be a great way to advertise, as can sites such as CareerBank.com, which focuses on particular industries.

The message
Proper placement can help you corral a collection of potential employees. But both Brannick and Epstein note that the key to any successful help-wanted ad is a carefully crafted message.

"The first thing you need to do is to take the same approach to finding employees as you do for finding customers," Brannick says. "You need to let [job seekers] know what sets your company apart from everybody else."

A small company may differ from a large employer in terms of job flexibility, responsibilities, and family-type atmosphere, says Brannick, an industrial psychologist and president of Brannick HR Connections, a human resources consulting firm based in Tampa, Fla.

Explain in your ad why someone would want to work for you. For example, maybe your company offers a short commute, an educational subsidy, or some other attractive benefit or perk, Epstein says.

Name names; that is, name your company in your advertisement. People don't like responding to "blind" classifieds where a job is described, but the employer is anonymous. "Candidates prefer to know the company to which they send a job application," Epstein says.

Also, use more traditional job titles in advertisements so that applications understand what the position is. Even if your company is posting a job online, don't use a creative job title that no one outside of your firm will understand. "Plus it's difficult for job seekers to evaluate whether they are qualified for the job if they don't understand the job title," Epstein explains.

Personal ads
When writing a classified ad, be personal rather than generic, Brannick says. That will help make your ad stand out and will help job applicants decide whether they're a good fit with your open position and your company. "Use 'you' in your ad to personalize it to the reader," Brannick says.

You also should mention specifics about your company, not that it offers a "superior work environment." And use colloquial language rather than job-ad jargon.

Common mistakes ad copywriters make include focusing strictly on the job and skimping on a description of the corporate culture. If you explain what it's like to work at your company, chances are you'll get job candidates that are better matches than if you only talk about the job and its duties.

"You can always train someone for a job, but you can't train them to fit the culture of your company," Brannick says. Plus you'll get a broader pool to draw from than if you keep with a narrow job description.

Finally, while classified advertisements, both in print or online, can help you find qualified job applicants, don't overlook other venues. Trade shows can be a good place to get the word out about your company both for customers and for would-be employees.

And don't forget to ask those already on your staff. "Find good fishing holes by talking to your employees," Brannick says. "What do they do and where do they go outside of work?" she says.

By using a mixture of media and messages, the people who will be an asset to your company will learn about your unfilled jobs and will know to apply.

Jenny C. McCune is a contributing editor based in Montana.