Advertising is a form of marketing communication used to inform and persuade an audience to take or continue some action. Depending on the circumstances it can be a useful tool to communicate employment opportunities and target the audience that best meets your staffing needs. Your advertising plan should address both short term and long term outreach objectives. The keys to successful advertising are: a) knowing your budget to allocate toward specific types of advertising; and, b) identifying your target audience and where they can be reached.
Before You Advertise
When you post your position vacancy in VTHR, you gain added exposure. Your posting appears on the State of Vermont Careers page, and is copied to JobsInVT.com and Indeed.com at no cost to you. DHR also announces each opportunity on DHR’s Twitter account and FaceBook page.
If you are interested in advertising your position the following resources are available to assist you in planning outreach, writing your ad copy and coordinating the placement of your ad.
Types of Ads
There are two advertising paths available to hiring managers: coordinated ads, supported by DHR Recruitment Services; and, independent ads, coordinated directly by the department or agency. Each path has specific guidelines and requirements. You should familiarize yourself with the advertising resources available to draft an effective ad while maintaining branding and consistency. Click on the forms and documents box below for the Advertising Worksheet, Coordinated Ad Instructions, Independent Ad Instructions, and Career Builder Ad Instructions.
Recruitment Services offers a portfolio of advertising in varied media sources including print, web and social media. We provide guides and instructions to assist you in developing an effective ad, consistent with the State of Vermont branding.
Recruitment Services offers assistance in coordinating your advertising needs. We will help you place your advertisement using our coordinated ad services to maintain consistent branding and pass cost savings on to your agency and/or department.
In order to control costs and maintain brand consistency, DHR now produces the coordinated ads and sends the publications a “press ready” digital file with all content in place. This ensures our ads have the same “look and feel” each time they run (font sizes, font usage, color, imagery etc.) This also helps control costs as we aren’t paying for more advertising space than needed.
In this effort, we are moving to more concise and shorter descriptions. As our goal is to have candidates go to our web site to apply, we want to give them just the most pertinent information to grab their attention and take the next action of going to the careers site to learn more.
- Brand Awareness - Utilizing DHR Coordinated ad increases the State of Vermont brand awareness. When job seekers see the State of Vermont job skin/logo they are familiar with the employer. Candidates look for the coordinated ads that run weekly to view our featured employment opportunities. When placing an ad independently, use of the SOV job skin/logo is an important part of building future brand awareness.
- Consistent Layout - A consistent layout allows customers to easily identify our organization quickly and stand out from competing employers. More importantly, consistent layouts instill trust. When a consistent design is utilized, customers become comfortable with the brand more quickly and longer than those with inconsistent designs and layouts.
Before you request to place a coordinated ad, familiarize yourself with the resources we have provided, which include instructions and format requirements. Following these guidelines ensures that your ad is timely and effective. Advertising sources may have different format requirements, deadlines and costs associated.
Coordinated Ads Are Available For:
Burlington Free Press (Sunday edition) including online posting - Deadline for submission of ad request: Close of business Tuesday prior to Sunday run
Seven Days (weekly edition issued Wednesday) includes Twitter posting - Deadline for submission of ad request: Close of business Thursday for next Wednesday publication
Barre Times Argus & Rutland Herald (Weekender edition, issued Saturday-Monday) - Deadline for submission of ad request: Close of business Tuesday prior to Saturday-Monday run
Career Builder (30 day) online posting with Free Press ad (until the inventory of prepurchased postings is exhausted). Will discontinue program in 2018 replace with the USA Today Job Network
USA Today Job Network (30 day ) online posting with Free Press ad - The USA Today Job Network is a new online advertising platform that transforms a single job posting into a fully automated ad distribution campaign that targets relevant job seekers. This will replace CareerBuilder.
Coordinated Ad Deadlines & Cost
Print ads vary in cost. Each department’s share can range from $145.00- $500.00 per week, depending on the publication, the number of positions that will be advertised, and the overall size of the advertisement. Departments are billed by Recruitment Services on a monthly basis for their share of the Coordinated Ads.
Burlington Free Press (Average coordinated ad cost is $350 +/-) *Career Builder is automatically included with coordinated print ads placed in the Burlington Free Press.
Barre Times Argus & Rutland Herald (Average coordinated ad cost is $350 +/-)
Seven Days (Average coordinated ad cost is $400+/-)
Career Builder (Average coordinated ad cost is $204.00) *Career Builder is automatically included with coordinated print ads placed in the Burlington Free Press (until we exhaust pre-purchased inventory of postings, then program will be discontinued).
USA Today Job Network (Average coordinated ad cost is $155.00) *USA Today Job Network is automatically included with coordinated print ads placed in the Burlington Free Press starting in late 2017/early 2018
Creating Your Coordinated Ad – Coordinated Ad Requirements
- Every advertisement should include the following:
- Job title and location
- A lead sentence
- A brief description of the job
- Who you are looking for
- Contact/other information
- The lead sentence should be an active, strong sentence that will communicate, from the applicant’s point of view, either how the employee will contribute or what they are likely to gain from taking the job. For example:
- “Give a new shape and focus to an important program while helping to improve the lives of Vermont’s more vulnerable citizens.”
- “Would you like to make a valuable contribution supporting and developing a statewide human resource/financial system?”
- The brief description of the job should be written in plain language that will let the potential applicant recognize what the job is about and its basic functions. Less is more, so use only a few sentences.
- Answer the question: “Who are you looking for?” This might be an abbreviated statement of the minimum qualifications, preferred qualifications or specific skills desired. One sentence should do it.
- Your ad copy should be no more than 90 words or 500 characters
Sample Completed Advertisement Request with Correct Formatting:
DIRECTOR OF CAPITAL MARKETS – MONTPELIER [BOLD CAPS]
We have an exciting and challenging opportunity for an individual with experience in the areas of capital formation, corporate finance and securities offerings in our Securities Division. This position involves the review and analysis of securities offerings filed with the Division and supporting the Division’s mission to protect investors while maintaining fair, orderly and efficient markets while helping to facilitate capital formation options for small business. For more information, contact William R. Carrigan, Department of Financial Regulation at firstname.lastname@example.org. Job ID: 621420. Full-Time. Application Deadline: June 7, 2017.
Our template for the Coordinated Ad includes the EOE statement below, so you do not need to include it with your submission request….
Sample of coordinated ad:
1/8th page ad for Burlington Free Press (not to exact scale)
1/4 page ad for Burlington Free Press (not to exact scale)
Submitting Your Coordinated Ad
- Verify that you have financial authorization for placing an advertisement. Departments are billed monthly. Recruitment places the ad on the basis of the email request submitted to us and your business department will be billed accordingly.
- Verify that the Job Posting is active on the DHR website (www.careers.vermont.gov/)
- Email your request form for Coordinated Ads including Career Builder to DHR.AdRequests@vermont.gov by the deadline for the publication. Please be sure to include the job relevant information outlined in the applicable instructions.
- Email your request to sponsor a posting on Indeed to DHR.AdRequests@vermont.gov Specify the Job Opening ID and Job Title.
If you have questions related to coordinated ad instructions or placement, you should email your inquiry to DHRAdRequests at DHR.email@example.com , which is monitored by a member of recruitment services in order to assist you with coordinated advertising related questions.
Agencies and departments may find it effective to advertise in regional/local newspapers that are not part of the Coordinated Advertising Program. The State’s standard ad template and graphic standards should be used when placing ads independently.
If you choose to place an advertisement in a publication or other advertising source that is not supported by the DHR Coordinated ad services or elect to not utilize this service, you are asked to follow the State of Vermont advertising guidelines.
The following newspapers have the Vermont Display Classified Ad template available:
- Addison Independent
- Bennington Banner
- Brattleboro Reformer
- Caledonian Record
- Newport Daily
- St. Albans Messenger
- Valley News
You are encouraged to review a proof of your ad prior to authorizing placement to ensure it exhibits the SoV job skin and required information. Approving the proof also gives you the opportunity to make any corrections needed before the ad copy is published.
Creating Your Independent Ad – Independent Ad Requirements
The heading should be left justified and should include the job title and agency/ department.
- Lead Sentence. Lead in with an active, strong sentence that will communicate, from the applicant’s point of view, either how the employee will contribute to the organization or what they are likely to gain from taking the job.
- Brief Job Description. This should not be the dry language from the job specification. It should be a plain language description that will let the potential applicant recognize what the job is about and its basic functions.
- Who are you looking for? There is no need to list the minimum qualifications verbatim, rather you should answer the question: “Who are you looking for?” This might be an abbreviated statement of the minimum qualifications, preferred qualifications or specific skills desired.
- Position Information. The following position information should be included.
- Location. Indicate the position’s worksite.
- Status. Indicate the position’s status (full or part‐time, and if exempt or temporary please note that).
- Application Deadline. Indicate the application deadline.
- Job Posting ID #
The preferred format is as follows (in italic): Reference Job Posting ID: ######, Location: City. Status: Full Time (or… Limited Service, Part Time or other applicable status information). Application Deadline: Month, Date, Year (example: January 1, 2016).
Contact Information/EEO Statement
The following is the standard EEO statement and contact information for all open-competitive, classified job openings requiring on-line applications. Most of the newspapers have this language for our template to include at the bottom of the ad; ensure that it is included when you receive the proof for review.
The State of Vermont offers an excellent total compensation package. To apply, use the online job application at www.careers.vermont.gov or contact the Department of Human Resources Division, Recruitment Services at (855) 828‐6700(voice) or 800‐253‐0191 (TTY/Relay Service). The State of Vermont is an Equal Opportunity Employer.
Recruitment Services is constantly working to provide the best advertising and outreach resources to support marketing your vacancy to the correct target market. The Advertising Portfolio contains sources for print, web and social media.
Barre Times Argus (Print) Discounts may apply if you advertise in both the Barre Times Argus and Rutland Herald.
Burlington Free Press (Print) When you place a print ad with the Burlington Free Press your ad is also placed on Career Builder as part of the cost.
Rutland Herald (Print) Discounts may apply if you advertise in both the Barre Times Argus and Rutland Herald.
Seven Days (Print) When you place an ad with Seven Days they automatically put it on their Twitter feed.
Career Builder (Web) DHR can post your individual ad on Career Builder. When you place a print ad with the Burlington Free Press, your ad is automatically posted to Career Builder.
Indeed (Web) Your VTHR posting is copied to Indeed.com nightly. Separate advertising packaging and pricing is available.
JobsInVT (Web) Your VTHR posting is copied to JobsinVT.com nightly. Separate advertising packaging and pricing is available.
Front Porch Forum (Web/Social Media) FPF is in the business of helping neighbors connect and build community. Please contact Recruitment Services to discuss advertising options with FPF.
DHR Facebook Page (Social Media) Your VTHR posting is posted on the DHR Facebook Page automatically.
DHR Twitter Feed (Social Media) Your VTHR posting is posted on the DHR Twitter Feed automatically.
Feature Your Job on Social Media If you would like one of your jobs featured on any or all of DHR's social media outlets, we can post with custom imagery (that you supply) or video (if available) and text. Contact firstname.lastname@example.org for more info or use this form.
Other Resources to Consider
Depending on your vacancy and target audience, you may want to take advantage of other advertising and outreach sources that are not currently supported by Recruitment Services.
Vermont Job Link Vermont Job Link is the Department of Labor’s site for job seekers. Opportunities are posted directly by the department/agency and are entered manually.
LinkedIn Consider utilizing LinkedIn for professional networking of vacancies. Leadership and staff may have personal accounts to utilize or you could consider establishing an account. Be sure to announce the information and have your LinkedIn staff users share the announcement with their professional network.
Professional Association Job Boards Utilize professional associations that you or your department/agency staff are members of to post opportunities to reach target markets.
Higher Institution/College Job Boards Posting on College job boards is typically free and an excellent way to reach students for entry level, no experience required positions as well as internships.