I have been recruiting people for 25 years. Advertising in “newspapers” nowadays means running internet ads on those newspapers’s platforms. Response varies. Useless in the Seattle Times. Too many different jobs available in Western Washington. Better response from other sites, which I will not mention because I am in competition with others for manpower. The web ads then get picked up by aggregator bots, that spread them elsewhere. Not as useful as you would think…
Social media and You Tube are great but no panacea. Both require different types of expertise, which you have to go out and find, and which ideally need to dovetail with company liaisons close in age to the target demographic.
Internet advertising is a huge business based on “banners” and “impressions” and “geofencing” of cellphone data. A lot of start-ups out there with Zoom meetings to sell you the latest advertising sure-thing . In the end it’s all incremental. $3k of advertising might buy you a couple of more heads or you might get bupkis. The costs stack up.
A billboard in Seattle can cost you $10k per week. I won’t gamble money on that. A billboard in Havre MT would be cheaper but…
The thing to remember is that the hiring market is national. Take the Alaskan fishing trades. Since at least the 1990s they have recruited a lot from Montana, Dakotas, and Wyoming, among other places. Even though Wyoming and the Dakotas have a booming energy employment sector. I’ve seen Alberta advertise in Seattle high schools for people to work the tar sands. So there are few untapped employment “wells” anyplace.
This last year I advertised for months in the Wyoming Livestock Roundup and a couple of small town Montana papers. Seems like a narrow market but these small newspaper chains have a website co-op for their ads. Run a web ad in a paper in Montana and it will be linked to a website associated with a newspaper in rural Virginia, and all over the rural US. Doesn’t matter. Hardly any response. Lots of jobs available everywhere.
We use the typical web employment sites, of course. Better than nothing.
We hardly use outside-recruiters . My experience over the years has told me it is better to do it in-house, but then again we are typically only looking for people in the single digits.
The thing to remember: ALL employers are singing the blues about why they can’t find employees. They are all scouring the same hinterlands. It’s not just tugs. It’s not just maritime.
We’re doing better than a lot of companies. We have a unique summer program for cadets that serves as a pipeline for new hires. Absolute gold for recruiting the best and hardest-working. Nothing like it anywhere. But it takes a lot of time and effort.
Flyers in a vocational school by themselves do nothing. I’ve tried it over the decades. Advertising has to be backed up by recruiters talking at that school.
I have a brilliant person who flies all over the country to colleges and maritime trade schools to recruit. She’s always part of a crowd doing the same thing. They travel like a herd of wolves from meeting room to meeting room…