Online versus Print Advertising
Online and Print advertising is more cost effective in comparison to advertising in Television, Radio, and other formats. Your choice of medium is really based upon the candidate that you are trying to recruit and the method in which you are trying to recruit them. If used correctly, incorporating both online and print advertising will prove to be more effective.
Job postings online, in comparison to a classified advertisement in a publication, usually lasts 3-5 times longer and permits you to say more about your position. The overall cost per advertisement is about the same except for the fact that one must take into consideration that an online advertisement usually provides more exposure.
Banner Advertisements are similar in nature to display ads in a print publication. The banner advertisements are much smaller and are not as rich in color. Banner advertisements are paid in cpm (cost per thousand impressions) and vary in price from $10-45.00 per thousand impressions. The banner advertisement costs are lower and the overall effectiveness is not as high.
A Display advertisement can cost between $500-5000.00 and in order to effectively get responses you have to run the advertisement in multiple issues. This usually is not a practical approach for a short term recruiting initiative.
With email and direct mail, your message is sent to a list of professionals on a large scale. The biggest problem with email marketing is that you run the risk of having your message being labeled as spam. Once a person labels you as a spam producer, you may end up in the SpamHaus. With Direct Mail your end user simply trashes the piece of mail instead of running the risk of your recipients never receiving your messages again.
Overall, both strategies should be evaluated and considered. The overall decision should be based upon the candidate that you are targeting and the constraints of your budget.
About the Author
Brent Stanley is the Founder & CEO of StaffPointe, the premier nationwide provider of Medical and Healthcare Recruiting Solutions. He has over 15 years of business, technological development, healthcare, and recruiting experience. His degrees include a Bachelor’s of Business Administration with a focus in E-Business and Technology as well as a degree in Nursing. Brent enjoys spending time with his wife, twin boys, golfing and fly fishing.
