The relationship between advertisement variables and applicant responses to newspaper recruitment advertisements

The relationship between recruitment advertisement variables and applicant response rate was investigated. Three hundred and fifty companies were surveyed about applicant responses to their classified advertisements. One hundred and thirty-three surveys were completed and sent back for a return rate of 38%. The results of this study indicate that advertisements which include variables to enhance the physical features of the advertisement: such as white space, size, border, and graphics—are positively related to the quantity of an applicant pool.