Advertising communicates the firm’s employment needs to the public

Advertising communicates the firm's employment needs to the public through media such as newspapers, radio, television, and industry publications. The internet is the newest and fastest growing external recruitment method. Regardless of the advertising method utilized in determining the content of an advertising message, a firm must decide on the corporate image it wants to project. Obviously, the firm should give prospective employees an accurate picture of the job and the organization.

The firm's previous experience with various media should suggest the most effective approach for specific types of jobs. A common form of advertising that provides broad coverage at a relatively low cost is newspaper advertisement. Such advertisements generate a vast number of candidates most of whom aren’t qualified, and these inquiries are costly to process. This situation increases the likelihood of poor selection decisions. At the same time, the firm should attempt to appeal to the self-interest of prospective employees, emphasizing the job’s unique qualities. The ad must tell potential employees why they should be interested in that particular job and organization. The message should also indicate how an applicant is to respond—apply in person, apply by telephone or submit a resume by fax or e-mail.

Although few individuals base their decisions to change jobs on advertising, an ad creates awareness, generates interest and encourages a prospect to seek more information about the firm and the job opportunities that it provides. Examination of the Sunday edition of any major newspaper reveals the extensive use of newspaper advertising in recruiting.

Advertising in Professional and Trade Journals: Certain media attract an audience that is more homogeneous in terms of employment skills, education, and orientation. Advertisements placed in such publications as the Wall Street Journal relates primarily to managerial, professional and technical positions. The readers of these publications are generally individuals qualified for many of the positions advertised. Focusing on a specific labour market minimises the likelihood of receiving marginally qualified or even totally unqualified applicants.

Virtually every professional group publishes a journal that is widely read by its members. Advertising for a marketing executive position in Marketing Forum, for example, would hit the target market because marketing professionals are virtually the exclusive readers. Trade journals are also widely utilized. However, using journals does present problems. For example, they lack scheduling flexibility; their publishing deadlines maybe weeks prior to the issue. Because frms cannot always anticipate staffing far in advance, journals have obvious limitations for recruitment.

1. What is the central idea of the passage?

(A) That jobs are primarily advertised through newspapers and employment journals.
(B) The various aspects of the job that should be kept in mind both as the advertiser and as the respondent to the advertisement.
(C) That there is a difference between trade journals and newspapers regarding employment opportunities.
(D) That job advertisements occupy an important place in newspapers and employment journals of companies.
(E) That using a variety of advertising platforms like newspapers and journals to communicate employment opportunities can determine a better outcome.


2. Although newspaper ads are a reliable source of job recruitments, there are risks involved. This is because:

(A) these days, there are other sources for finding job vacancies as well.
(B) the self-interest of the employees is not catered to in a proper manner.
(C) at times, the image of the company that is recruiting new candidates is not projected well.
(D) though the ads are low cost, the coverage is broader so the chances of making a good selection is rare.
(E) there are enhanced chances of poor selection as the vast majority that applies are unsuitable for the vacant seat.


3. What is the tone of the author in the passage?

(A) Critical
(B) Laudatory
(C) Analytical
(D) Argumentative
(E) Cynical


4. According to the passage, the author most likely agrees with all of the following statements EXCEPT:

(A) the use of journals for recruitments has its own limitations.
(B) media offers a wide variety of recruitment services these days.
(C) newspaper ads are no longer in demand for job recruitments.
(D) newspaper ads often generate a large number of unsuitable candidates.
(E) advertising is rarely the basis for an employee’s decision to change jobs.