Start by selecting the most effective advertising medium in your job market. You wouldn't resort to a television advertisement to recruit computer programmers, for example, because TV appeals to too broad a market. Placing an ad in a programmers' magazine, or one discussing software, would be a more likely source.

Once you've found the right medium, concentrate on the ad itself, keeping these characteristics in mind:

- Design the ad so that it is distinctive in language
and appearance. Use typography and layout to make
your company and the job stand out from other ads on
the page.

- Highlight the major advantages you have to offer.
Address a prospective employee's most important
needs and concerns.

- State only the most critical job requirements. Make
half the ad deal with the job itself. Devote the
other half to selling your organization.