ABSTRACT
Advertising involves announcing a vacancy in various media, such as newspapers, journals, websites, and similar outlets, to gain the interest of potentially qualified applicants. It is indispensable because of its ability to reach thousands of potential applicants in the employment market. Advertising is necessary but not sufficient to cultivate the best candidate pool because it does not target passive candidates not currently in the market for employment. Online advertising has become as important as print because of the ubiquitous nature of job boards, online recruiting, social media, and applicant tracking systems. The importance of having an online presence is likely only to increase. Online advertising has some advantages over printed media in that ads are generally cheaper and can be placed in a short time. An advertising agency operates as an agent on your behalf to place advertisements in various media, though its primary service may be the advice and expertise it offers you in this process.
