Advertising Rates and Information — Recruitment Ad Tips
Line Ads vs. Display Ads
Deciding whether your organization should run a print line ad or display ad depends on your budget and the number of jobs you wish to advertise. There are advantages to both types of ads.
Advantages of Line Ads
- Ads appear by specialty in the classified advertising section, making it easy for physicians to find jobs in their specific area.
- Cost is calculated per word, allowing delivery of a concise message or a longer, detailed message for a specific opportunity.
- If your budget is limited, this is a cost-effective option.
Advantages of Display Ads
- Wide range of sizes (from a column-inch ad to a full page).
- Can include multiple specialties within one ad.
- Ad can be made more eye-catching with logos, photographs, or other design elements.
- Headlines, subheads, or tag lines can be used with ad copy.
- Not limited to black and white: 2-color or 4-color can be incorporated.
- Can be used to create a campaign that regularly reinforces a message.
- Can be cost-effective when recruiting for multiple positions.
Important Information to Include in the Ad Copy
Studies show that when physicians look for jobs, location is the most important factor. To attract an appropriate candidate, ad copy should include the following information:
- Location
- Practice type/environment
- Compensation/benefits
- Affiliation with a hospital or university
- Community/lifestyle
- Contact information (name, address, phone number, 800 number, fax, and email address if available)
Frequency
Although advertising a physician opportunity once may generate responses, the rule of thumb in advertising is that you make a maximum impact by repeating an ad at least three times. Multiple insertions will increase exposure to your target audience and should result in a larger pool of candidates for the position(s).
Confidential-Reply Boxes
Use a reply box only when the position is confidential. Physicians are less likely to respond to an ad with a reply box than to an ad that gives the organizations name and contact information.
Policy on Recruitment Ads
All ads must be nondiscriminatory and comply with all applicable laws and regulations. Ads that discriminate against applicants on the basis of sex, age, race, religion, marital status, or physical handicap will not be accepted.
Need More Help?
If you are not familiar with creating or placing recruitment ads and would like assistance, please call the New England Journal of Medicines Advertising Sales Department 1-800-NEJM-991.
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