Newspapers 'preferred' for recruitment advertising

Despite the hype about the internet transforming the way people hunt for new jobs, local newspapers are still the preferred way of attracting new recruits, according to the Annual Recruitment and Retention survey from the Chartered Institute of Personnel and Development (CIPD).

The survey found that specialist trade press are also popular though this recruitment method has decreased by over 10% over the last 12 months. The use of national newspapers to advertise vacancies has also decreased by nearly 20% over the past year.

Imogen Daniels, CIPD, Resourcing and Development Adviser said: “The current economic climate means that organisations are trying to make savings in certain areas, and recruitment advertising has been affected considerably.

“Organisations appear to be using the technology available to them in the recruitment process, though clearly job hunters still prefer to browse through vacancies in their own time at their own pace. While e-mail and electronic media certainly encourage more people to apply for positions, corporate websites and internet job boards have some headway to make.”

The survey also revealed that informal methods such as word of mouth or personal recommendations through family and friends are also favoured by over 60% of UK companies. Over half of employers, also recruit through speculative applications where jobs have not been advertised.

Daniels added: “Personal recommendations can enable employers to tap into a wider pool of candidates - though they need to be aware of the dangers of cloning. Generally speaking, we tend to be drawn to people who have similar interests and views to our own, the same goes for recruiters who also take to people who are like themselves. This can prevent fresh perspectives from coming into the work setting and can cause stagnation”.

The research also shows that employers have placed increasing emphasis on diversity with nearly 75% of them taking account of a broader range of qualities; nearly 65% of employers are monitoring recruitment and half are advertising vacancies beyond mainstream media.

Daniels said: “It’s heartening to see employers recognising the value of difference. A diverse workforce means more creativity and different approaches being directed towards business goals. In an economy where weightless qualities such as brand and values enable organisations to compete, diversity is crucial for survival.”

(SP)