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The Role of Newspaper Ads in Job Search

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Outside of contacting companies cold, this is the second most valuable source for leads. There is both a distinct advantage and disadvantage to job ads in newspapers and other publications. The distinct advantage is that if there is an ad you usually have a bonafide job opening. An exception would be when a company simply wants to see just what is or who are available out in the market place. They run an ad and hope that employees of their competition will respond for some subtle interrogation, and nothing more. These companies also have to be careful because this game can be played two ways.

Competitors will sometimes send employees over for interviews on what is referred to in the trade as "search and destroy missions," or "fishing expeditions."

Another exception is when a company wants to promote one of their own employees to fill the position, but before they do, they just want to see how he measures up against some outside competition. It usually is an exercise in futility for the outside candidates.



This situation will happen more frequently when a "blind ad" is used. They obviously do not want the internal candidate to know that he is not the overwhelming favorite.

This is also a good reason to be very selective in responding to "blind ads." It may be your own company placing the ad for whatever reasons they may have. The vast majority of job ads are quite legitimate, but like anything else let good judgment and common sense prevail.

The distinct disadvantage I mentioned in the first paragraph is the competition the job ad will attract. There could literally hundreds of responses to a particular ad. Figure the odds: If you are only competing against the resume reader liking your background or needing your background that is one thing. If you are one of two hundred responses, then you, as the fish, are now swimming in a bigger pond.

Incidentally, if you answer an identified job ad and receive no response then also follow up in about two weeks.

I might also suggest the following when turned down in response to an identified job ad. If the resume was sent to the Personnel Department per ad instructions and they turned you down either by letter or after you followed up with a phone call then do not be afraid to go one step further. This suggestion is particularly encouraged when you suspect that there was a large ad response, but honestly feel that the advertised position was just made for you.

The Personnel Department is frequently told by the department head seeking to fill the opening to "Select the best three candidates and pass them on." It does not take a vivid imagination to conclude that with a great number of responses, your resume could literally get lost in the shuffle or at least only receive a superficial appraisal. Another factor could be an honest difference of opinion between the Personnel Manager and the department head. If the department head had seen your resume, you might have been selected!

I have company clients who hire by committee. It is sometimes literally like a "fraternity rush." If there is a committee of five, then you have five appraisals and frequently there is a great disparity among them. Your career is obviously too important to take the chance that the Personnel Manager made an honest mistake in turning you down.

After being turned down by the Personnel Department, you have absolutely nothing to lose by contacting the department head by telephone and indicating that you were turned down but feel you warrant further consideration then proceeding to honestly and sincerely give your reasons why. Make sure you do not knock whoever turned you down. You want to create a positive impression on the department head and the easiest way to "blow it" is to sing the "sour grapes tune." Keep in mind that the object of this call is to communicate to the department head the benefits of his hiring you.

After you have completed your presentation, one of three things will most likely happen:
  1. The department head will not be sold, and will immediately confirm the Personnel Department's decision to turn you down.

  2. He will offer encouragement and indicate that he wants to discuss this matter further with the Personnel Department. At least you will have the satisfaction of knowing that the department head now knows who you are, and he himself partook in the decision making process if you are turned down.

  3. He thinks you are a "gutsy" person. He likes "gutsy" people and proceeds to invite you in for an interview.
You had nothing to lose and everything to gain by going the one step further.

If you are utilizing the job ads in newspapers, and you would really like to relocate out of town, simply subscribe to the local newspaper which serves your desired locale. It is very inexpensive to have an out-of-town newspaper mailed to you for a period of a few months. Since Sunday editions frequently carry the most job want ads, you simply subscribe to them.

When evaluating which newspaper to subscribe to in a distant city, make sure that you do not waste your money subscribing to the number two newspaper in terms of quantity and quality of ads.

If nothing else, ask the supervisor in the circulation department if his newspaper has the most job want ads for the market they serve, and if not, which paper does? Also ask what kind of job ads they typically run. Many of the major newspapers have a Sunday display section which features management and professional positions.

I have found that one of the best sources of professional and management job listings is The Wall Street Journal. Not only does this paper continually carry a substantial cross-section of different kinds of professional and management positions from all over, but breaks down their publication into Regional Editions. If you live in Chicago, but want to relocate to California, you can easily subscribe to the Western Edition of The Wall Street Journal on a temporary basis. The advantage of subscribing to a particular Regional Edition of The Wall Street Journal would be the overwhelming preponderance of openings being advertised located in your desired part of the country.
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