Creating PERM ads can be challenging

Longtime newspaper sales executives say that there is an art and a science to designing the perfect employment ad.

Like any other advertisement, the creators must make a position sound interesting but not too good to be true. Ad creators don’t want to drive people away by including all the unpleasant details, like potential long hours and sometimes challenging working conditions.

But at the same time, an ad shouldn’t be deceptive and not include any of those details – most new hires likely would prefer to have an honest, accurate description of what to expect, rather than hear “it’s wonderful all the time” during the hiring process and start work and have an unpleasant surprise once reality hits.

When an employer is talking about creating effective permanent labor certification ads, there’s a similar blend of creativity and precision involved. There are certain timelines to be met as to where an ad should run and for how long. Postings can also be made in the community where the position is open.

The goal of these ads isn’t necessarily to bring in the best candidate, it’s to make the job appealing to qualified foreign workers but not necessarily appealing to “willing and qualified American workers.”

It’s quite a balancing act, when most busy employers simply want the best woman or man for the job - yesterday.

However, if an employer is interested in helping specific people get their employment requirements for an eventual green card, there is a process in place called PERM.

Employers must take most of the PERM steps themselves, since rules prohibit job applicants from assisting with the process. However, employers are allowed to seek assistance in at least the creation of the recruitment advertising and how and when to place ads.

Because there is crucial wording and a timeline to follow, working with people familiar with this process in creating these ads is a smart move.

For instance, non-professional ads require placing two Sunday ads over a six-month period in a large paper closest to the area where the open position is. Professional positions require two Sunday ads in a local paper or one Sunday ad plus an ad in a professional journal that could be seen by potential domestic and foreign applicants. In addition to these printed publications, there could be other recruitment methods such as radio, a presence at colleges, or other job search sites.