Are newspaper job ads still relevant in 2019?
In today’s modern, digital era, newspaper job advertisement might sound like a relic of a past. The time when newspapers were the best place to advertise jobs is long gone. It is hard to imagine that only 20 years ago, newspaper classified ads were the only place where it really made sense to look for employees.
Fast forward to 2019. These days, most of us get our daily dose of news online, through many different apps and social media. We also use the internet to look for jobs. With the rise of the internet and online resources, the overall newspaper consumption has fallen. As a result, fewer employers are using newspapers to advertise their open job positions. Posting jobs online is faster, more convenient, cheaper and guarantees a wider reach.
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So is it safe to say that newspaper job ads are dead and gone? I would argue no. Although the newspaper industry isn’t quite the media behemoth that it was in the past, it still managed to generate around 87 billion U.S. dollars in revenue in 2017.
It seems that people are still reading newspapers! According to Statista, Americans still spent an average of about 12 minutes per day reading newspapers in 2018. Pew Research Center has reported that in 2017, the portion who got news via social media was about equal to the portion who got news from print newspapers.
However, social media recruiting is on the rise, while advertising jobs in the newspapers is obviously declining. Is it still worth it, though?
Should you advertise your jobs in newspapers?
So the question is: Should you advertise your open job positions in the newspapers? Is it still a relevant place to post your job ads?
According to a report from The Boston Consulting Group (BCG) and Recruit Works Institute, over half of the world’s workforce uses the Internet to look for employment. BCG and Recruit Works Institute surveyed more than 13,000 job seekers from 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, South Africa, the U.K. and the U.S.) whose populations represent 59 percent of the roughly 3 billion people employed worldwide, about their job search experience.
According to this survey:
55% of people look for new jobs online
36% search for jobs through paper media like newspaper ads
33% rely on referrals
20% use public services
17% use employment agencies.
It seems that the answer is yes, newspaper jobs are still relevant today - especially in certain cases. Advertising your jobs in newspapers is a good idea if you are looking to hire:
1. Older generation
The internet is definitely a central resource for Americans looking for work. However, there is a notable minority who lacks confidence in their digital job-seeking skills. The older generations generally find it difficult to engage in many digital job seeking behaviors, according to the Pew Research Center. If you’re looking for older workers with extensive experience, newspaper job ads are your best bet.
2. Candidates from specific countries
According to an already mentioned research of 13,000 job seekers from 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, South Africa, the U.K. and the U.S.), internet job sites generally ranked as the most effective channel in all countries represented except India. There, only 8% of respondents cited job sites as the most effective channel for finding jobs. According to Advertisement India, newspaper job recruitment advertisements are always more accessible to the common people of India.
3. Local candidates
If you want to reach the best local talent, you should think about advertising your jobs in local newspapers. In many smaller towns and communities, people still like to read local newspapers. This is because local newspapers contain news that are relevant to them and inform them about the people they know. Thus, if you’re looking for a local guide in a smaller region, for example, local newspaper is a great place to advertise your open job position.
4. Candidates from specific industries
Advertising jobs in newspapers and other print media is still relevant if you’re looking to find heavy industry, mechanical or manual labor workers. According to MaRS, these type of candidates still rely on print media to conduct their job search.
Newspaper job advertisement best practice tips
A well-crafted newspaper job advertisement will not only help attract your ideal candidates, but it will also turn away unsuitable candidates. That way, you will save your time you would otherwise have to spend on disqualifying a large number of unqualified candidates.
Most newspapers offer different size and placement options for advertising your jobs. For example, you can include a photo or an appealing large image which will draw attention to your job ad. You can also request that your job ad appears outside the usual classifieds section. You can have it placed in certain sections, such as politics, entertainment, etc. By placing your job ad in certain newspaper sections your candidate persona will more likely to be reading, you can attract the attention of a larger number of qualified candidates.
Using any of these options will, of course, depend on your recruiting budget. When it comes to newspaper job ads, the price is generally defined in the way that you pay by the column inch.
If you’re running on a tight budget, you will probably have to go for a short, 20-word ad in the classifieds section to keep costs to a minimum.
Here are a few examples of typical short newspaper job ads (found on AdvertisementIndia.com):
How to write a newspaper job advertisement?
Here are the top 5 tips for writing great newspaper job ad that stands out:
1. Engage the reader with a great title
Make your job ad stand out by crafting and interesting job ad title! A good job ad title can really make a difference and have your job ad get noticed by exactly the type of candidates you are looking for.
Get creative and think out of the box. What could attract the attention of your ideal candidate? What would make them stop in their tracks? What kind of opportunity would make them want to learn more? Lead with that!
2. Keep your ad short and to the point
If you’re looking to lower your job advertising costs, you should definitely keep your newspaper job ads short. Either way, try to keep your job ad to the point and easy to understand.
Write in clear and specific language and use the action verbs to make the ad more readable. Avoid using unnecessary words. For example, instead of “To apply for this position, you should send your CV and cover letter to the following address” simply write “Send your CV to: Address”.
3. Describe your ideal candidate
If you want to hire the right people for your open job position, you should have a clear picture of who your ideal candidate is. Creating your candidate persona will help you think about your candidate beyond your job requirements.
Defining your ideal candidate's demographics, preferences, and even hobbies will help you understand the type of person you want to attract. Use these insights to address exactly the type of person ideal for your job. Write your job ad in a way to address your specific target group.
4. Sell your job
Don’t just talk about your needs. Focus on candidates and their needs. This is the secret of every successful job ad. An appealing job ad makes candidates want to apply. Tell candidates how they will benefit from working at your company.
What makes your company different? Why would your ideal candidates want to work at your company, instead of for some of your competitors? What is in it for them if they join your company? Think beyond the salary. Highlight interesting projects, career development opportunities and benefits and perks you offer.
5. Explain the application process
Don’t forget to include a call to action at the end of your job ad. Tell candidates exactly what they need to do in order to apply for your open job position. Should they send their CV and include a cover letter? Attach their portfolio or some other examples of their work? Do you require some other type of documents, such as a copy of your candidate’s diploma, certifications, etc.?
Finally, don’t forget that your detailed applying instructions should also include an application deadline. It is a good practice to include a name and phone number of a person candidates can contact if they have any questions regarding advertised job opening and application process.
Although the internet has become the top place where employers post their open job positions and where job seekers look for them, newspapers job ads are not dead and gone just yet.
Newspaper job ads are still an effective way to find and hire a certain type of candidates - even in this modern, digital era.
If you're looking for more tips on writing a great job or wondering about the best places to post your job ads, check out the Ultimate Guide for Posting Jobs That Stand Out!