Reading ads is an easy way to identify job openings. Your responses will also be held in confidence since your background was solicited. All organizations hire people through advertising, and you owe it to yourself to pursue these vacancies. Answering ads, however, has its share of problems. Here are some examples:
You'll encounter considerable competition from other job-seekers. A large display ad in the Wall Street Journal or the Sunday edition of a major metropolitan newspaper can draw hundreds of replies.
The company that placed the ad will be utilizing other methods to recruit applicants. This increases the competition.
Organizations interview only 2% to 5% of the people who respond to their ads. You have no control over the kinds of companies with which you can interview. It's up to chance that the type of position you want is being advertised by the kind of organization you wish to join.
The ads that appear aren't representative of the true number of openings. Companies advertise a mere 15% of their available positions.
Answering ads becomes less effective the higher the level of seniority. As positions increase in responsibility, companies shy away from advertising as a recruitment technique. Last, the fact that an organization is running an ad doesn't mean that there's an opening. Ads are used for the purpose of taking salary surveys as well as to satisfy affirmative action requirements, even though the new employee has already been selected.
Responding to Newspaper Advertisements
Newspaper advertising is utilized by companies that are looking to hire people, as well as by executive search firms and employment agencies. Ads usually appear in the "Help Wanted" section of the Sunday edition, but they are occasionally placed in the business section as well.
Companies identify themselves in their ads and use the "blind box" approach. The latter is where they remain anonymous by omitting their names and addresses, giving a post office box number for response. To assure anonymity, they also provide a minimum of information about themselves and the position.
Executive search firms frequently place the blind box type of ad, making it difficult to distinguish their ads from those of companies. However, if an ad begins by stating, "We have been retained to find…,"or "Our client has asked us to locate…," the advertiser is clearly a search firm.
Employment agencies are usually required by state law to identify themselves as such. They use the following designations; "employment agency," "personnel consultants," "career consultants," "professional placement consultants," and "professional recruiters."
The overwhelming majority of ads is placed by companies. Utilization of the following procedures will increase the likelihood of obtaining interviews with these organizations.
An Ad Placed by a Local Company That Identifies Itself
You can respond by sending your background in letter form to the individual whose name appeared in thread. Although this person could be the hiring manager, he's most likely to be in personnel or to be doing screening for the manager. In either case, his responsibility will be to review replies, so begin the letter by making reference to thread. Cite the title of the position, name of the publication, and its date. Next, state your most significant accomplishment or responsibility in relation to the ad's requirements, including your title and type of employer. (As in a broadcast letter, your achievement and position need not have been with your current or most recent employer.) Then list additional accomplishments and/or duties in the order of their importance. Follow these achievements with a paragraph or two that provides other significant information. Conclude by stating that you hope to hear back from the company or will be calling to follow up.
Always omit salary information, even if it was requested. You don't want to be screened out because your earnings or income expectations are too high or too low.
The second approach is to call the company, find out the name and title of the hiring manager, and send this person an actual broadcast letter, just as if you were conducting a mass mailing. This will ensure that your background is read by the ultimate decision-maker. Be sure this letter doesn't mention the ad and that the envelope is marked "Personal & Confidential."
A Blind Box Ad
Send a letter that begins by noting the address. Then, if the position interests you enough, try to learn the identity of the company so that you can write to the hiring manager. There are several ways to find out who an advertiser is:
If the box number is with the U.S. Post Office, call the branch. You'll be given the name of the company, as the Post Office offers anonymity only to private individuals.
If the box number is with a newspaper, call the paper. Some states require newspapers to identify an advertiser if requested. The letter must mention, however, that no fee is involved if the company interviews you or hires you. If the company responds, your friend will learn its identity.
Last, send the company a mailgram that states two or three outstanding accomplishments, but is signed with a name other than your own and furnishes a friend's address and phone number for contact information. If the company replies, your friend will advise the caller that the person who answered the ad isn't available at this time. He'll then obtain the company's name.
Answering a blind box ad provides a significant advantage: you'll have less competition from other job-seekers. Fewer people submit their background because so little information is provided. Many are also reluctant to respond for fear of who will learn of their interest in a new position—a particular concern of job-seekers who are currently employed.
When responding to newspaper advertisements, answer all ads where your background comes even close to meeting a company's requirements. If four prerequisites are listed and you can satisfy only two of them, contact the company. When organizations hire people, the new employees seldom have all the desired qualities.
The time that you mail your response is also a key consideration. Most job-seekers act immediately after the ad appears. This quick reply actually works against them. At this time, companies are often deluged with responses and are in a screening-out mode. If you delay your reply, it will be more visible and receive that much more attention. For entry-, junior-, and staff-level positions, wait four days. At the management level, allow seven days. For positions at the level of vice-president and above, delay action for 10 days.
An exception is when an ad appears to have been placed by a small company. Because these kinds of organizations often make hiring decisions very quickly, answer the ad at once.
As in job-search strategy number 13, "Telephoning Managers in Response to Advertisements," follow up on your correspondence two weeks after having submitted your background if you haven't been invited for an interview.
This follow-up call will be most productive when the ad instructed you to respond to the hiring manager. If you contact a personnel representative, it will be more difficult to find out why you weren't selected for an interview.
Answering ads can be effective when you want to relocate to a specific part of the country. Read the leading newspaper in the geographic area in which you want to work. This paper may even contain an ad for a newsletter that lists openings in that region.
All newspapers offer short-term subscriptions. If you live in a metropolitan area, you may be able to buy the paper from an out- of-state news dealer or find it at the library.
When you answer ads, read back issues for up to eight weeks preceding the time you begin your search. It often takes companies months to fill a position, especially at the senior level.
In concluding the discussion on this strategy, it should be mentioned that you can also answer ads by sending companies your resume. This document, however, won't be as effective as an individually tailored letter. In addition, a resume should have a cover letter attached. Thus, since you will have to write a letter anyway, you might as well compose the letter that will produce the most interviews—one that uses the broadcast letter format.
Responding to Trade Publication Advertisements
Most industries have trade magazines or newspapers. These publications contain "Help Wanted" sections for companies, executive search firms, and employment agencies to advertise their openings. This strategy is therefore an excellent vehicle for the job-seeker who wants to work in a specific industry.
Responding to Advertisements with a Post Office Box Number
This strategy provides a way to answer ads while maintaining confidentiality as to your identity. It's also an appropriate means for responding to a blind box ad when you're concerned that the advertising company could be your own.
To implement the strategy, begin your correspondence by making reference to the ad. Then follow the same procedures for answering an ad placed by a local company that identifies itself. Conclude, however, by stating that it's because you're in the same industry as the advertiser that you must initially remain anonymous. The letter will be unsigned and furnish a post office box number for response.
Because you're omitting your name, this type of reply will generate fewer interviews than had you identified yourself. For this reason, this approach shouldn't be used unless you have superb qualifications for the position that's being advertised, and you absolutely need to stay anonymous.
Responding to Advertisements via Third- Party Correspondence
Another way to maintain confidentiality is to have a friend answer the ad in your behalf. The letter should begin by noting the ad. Next, your sponsor should state that he's writing for a highly qualified individual, citing your title and type of employer, who wishes to remain anonymous because he's in the same industry as the advertiser.
Your strengths, accomplishments, and responsibilities will then be listed, in the order of their importance and in the broadcast letter format. A paragraph can also be included to furnish additional pertinent information. The letter should conclude by stating that the writer will put the company in touch with the individual he's representing and that no fee will be charged for this service.
Again, this type of response will produce fewer interviews than had you answered the ad yourself. However, if your sponsor holds a key position with a company in the same industry as the advertiser, he should cite his title and the name of his employer. In this instance, it isn't necessary to state that a fee won't be charged for arranging the introduction. This will give him credibility and increase your number of interviews.
Responding to ads via third-party correspondence is preferable to using a post office box number. It also eliminates the expense of taking out the post office box and the inconvenience of picking up mail.
Placing a “Position Wanted” Advertisement
This strategy consists of advertising your qualifications and availability in various media. Appropriate publications are trade magazines, newsletters, the classified and business sections of a Sunday newspaper, the National Business Employment Weekly, and the Wall Street Journal.
Most publications run a column titled "Positions Wanted" for this purpose. If you select the Wall Street Journal, Tuesday is the best day to run an ad, since the paper runs a special column, "Positions Wanted," on that day.
The ad should state the position you're seeking and briefly list your key qualifications. Its size need not be more than 5 to 10 one-column lines.
Although this isn't a preferred strategy, it occasionally brings results. Unfortunately, you may receive more responses from employment agencies and retail outplacement firms than from companies wanting to arrange interviews.
This approach can be of assistance to the job-seeker who wants to work in a specific part of the country, particularly if he has a background that's in great demand but is difficult to find. Placing an ad can also be used when the objective is to work in a particular industry; in this case it's best to advertise in trade publications.
