On-line recruiting is a powerful tool, but to make the most of it you need to tailor your efforts to the special requirements of cyberspace.

The best ads are written with an understanding that applicants look for jobs on-line in a way that is drastically different from the traditional method of scouring the local newspaper or trade publication.

Following are some ideas for creating effective on-line job postings:

Use keywords. There was a time when everyone "browsed" the Internet--small wonder the leading piece of Internet software became known as a "browser." Now, however, experienced Internet users rely on search engines to navigate the Web. Most search engines are keyword based, which means users type in specific job titles, qualifications or locations to find the positions best-suited for them. As a result, you could run into problems if your listing lacks the keywords potential applicants are most likely to search for.

If, for example, you have an opening for a Compensation Analyst but you list the position as a Remuneration Expert, your ad may not come up in a candidate's search.

The same goes for location. Even though the Internet is a national - even international - medium, most on-line job hunters, think locally. Often, recruiting firms that place ads on-line mask their clients' identity by using phrases like "Midwest Manufacturer" in lieu of a specific location. Unfortunately, such anonymity does not suit on-line job seekers, who are inputting specific cities or states when they perform searches.

Use qualifications to narrow your audience. Listing a salary range alone may not be enough to weed out underqualified or overqualified applicants. After all, $30,000 salary has a different meaning to a candidate from New York City than it does for one from Lincoln, Neb.

And remember that the Internet is heavily used by recent college grads and those who are working on their diplomas. Using a phrase like "10 years experience required" will tip off inexperienced applicants that this position isn't for them.

On the other hand, if you are trying to fill an entry-level position, indicate that in your text. "Entry level" is a term newcomers to a profession are likely to use in their searches.

Link to your home page and e-mail address. Taking out an advertisement on the Web without indicating an Internet address is akin to advertising in the Yellow Pages without listing a phone number. Linking to a home page allows applicants to learn more about your company, its successes, philosophy and so on. And, including your e-mail address allows applicants to submit cover letters and resumes easily.

Set up a special address for e-mail inquiries. Responses from Internet ads can be overwhelming, especially if they are getting mixed in with your other work-related messages. Creating a special account at your workplace - such as jobs@yourcompany.com - keeps the e-mail out of the way until you are ready to review applicants.

If you accept electronic resumes, specify the format. Your best bet is ASCII, which can be read by any PC-, Mac- or Unix- based word processor, database or spreadsheet program.

Be sure your virus software is up-to-date. The electronic resumes you receive will come to you as file attachments to your e-mail, and that's where viruses frequently travel.

Indicate a closing date. Jobs can remain on-line for weeks, even months. By specifying "Applications accepted through November 13" or "Position scheduled to begin Jan. 1, 1998," you make it clear to someone seeing the ad during spring break that this is a position whose time has passed.

Track the cost-effectiveness of your on-line recruiting. Require applicants to include a special code in their cover letters, or add a line to your mailing address to help you track the quantity - and quality - of the responses your ad elicits. There are tens of thousands of sites that feature recruitment advertising, it may take a while before you find the one-or ones-that work best for you.

HR Magazine