» Home » 1999 index

This letter was modified June 21, 2000.

August 1999

Recruitment Advertising Guidelines

Table of Contents

1. Introduction
2. Roles and Responsibilities of the Public Service Commission (PSC)
3. Employment Opportunities
4. Placement of Advertisements by Departments
   • Departments Without Recruitment Authority:
   • Departments With Recruitment Authority:
5. Letter of Commitment
6. Mandatory Elements of Advertisement
   • Design Formats
   • Position Title
   • Employment Equity Statement
   • Official Languages Statement
   • Language Requirements
   • Invitation to Apply and Closing Date
   • Corporate Identity
7. What Cannot be Used in Advertisements
8. Optional Elements of Advertisements
9. Official Languages Advertising Requirements

I. Introduction

Recruitment is a key element in rejuvenating the Public Service of Canada. The Public Service Commission (PSC) and its Recruitment Advertising Agency of Record (AOR) have developed this advertising guide to set out the guidelines and parameters to ensure effectiveness as well as efficiency when using external advertising as part of a recruitment strategy.

These Guidelines outline the minimum mandatory requirements in external recruitment advertising and supersede all others previously issued. The attached annex contains a sample of the advertising format, a list of contacts, a glossary of industry terms, sample forms to be used and, finally, a series of questions and answers that outline many considerations and procedural details that are helpful in conducting effective recruitment advertising.

II. Roles and Responsibilities of the Public Service Commission (PSC)

The PSC, as Parliament's agent, is responsible for the overall content, quality, consistency, design and placement of all Public Service external recruitment advertising.

III. Employment Opportunities

All Public Service employment opportunities publicly advertised in such media as newspapers or journals must also be advertised on the PSC's recruitment web site at: http://www.jobs-emplois.gc.ca/ (in English) and http://www.jobs-emplois.gc.ca/ (in French). This includes opportunities advertised by departments with delegated external recruitment authority. Departments with delegated recruitment authority can contact their local PSC office to arrange for placement on the website.

IV. Placement of Advertisements by Departments

Departments Without Recruitment Authority:

These departments are required to use the services of the PSC who will then call upon the services of the AOR. Direct dealing with the media for placement of recruitment advertisements is a contravention to the contract between the PSC and its AOR.

Departments With Recruitment Authority:

These departments have the option of using the services of their departmental advertising agency, or of the PSC's AOR, which will necessitate working through a PSC office. In this latter instance, the department is not required to initiate a contract with an advertising agency.

V. Letter of Commitment

Whenever a department, including a department with external recruitment authority which chooses to use the PSC's AOR, is responsible for payment of an advertisement, in whole or in part, the responsible PSC office must prepare a Letter of Commitment [pdf file]. This Letter of Commitment requires the signature of both PSC and departmental representatives who have the necessary financial signing authorities.

VI. Mandatory Elements of Advertisement

In an effort to maintain image consistency and adherence to all Federal Identity Program (FIP) guidelines, the following elements are mandatory in all print advertisements:

Design Formats

The English and/or bilingual design formats must be used by departments when using print advertisements. In certain circumstances, however, the format may be altered with the approval of the PSC Regional Director.

Position Title

The position title should be clear and meaningful to the external audience as many readers scan the employment pages and focus on the title. In certain circumstances, alternatives to standard job description titles should be used so that the public really understands what the job is about.

In accordance with the PSC's Communications Guidelines, jobs or roles cannot be defined specifically for males, females or members of minority groups. However, when recruiting via an approved employment equity program, the competition may be restricted to one or more employment equity target group members.

In French advertising, both genders must be used in titles and the body of the advertisement. For example, when advertising for the position of "Director", the French-language equivalent is "Directrice ou Directeur", and not "Directeur(trice)". Any questions relating to the Communications Guidelines should be addressed to a PSC Communications Advisor.

Employment Equity Statement

All Public Service advertising must have an employment equity statement. You have a choice of the following:

• We respect employment equity.
• We are committed to employment equity.
• We are committed to creating an environment where differences are valued and respected.
• Building strength through diversity.
• Our business is putting equity into practice.
• Diversity = building an organization we can all be proud of.
• Our mission is to ensure that Canadians are served by a highly competent Public Service that is nonpartisan and representative of Canadian society.
• Employment Equity is an integral part of the way we do business. We welcome applications from all qualifed people, including Aboriginal peoples, persons with disAbilities, members of visible minorities and women.

Official Languages Statement

All advertising must have the official languages statement. In an English-language advertisement, the statement must read: "Vous pouvez obtenir ces renseignements en français." French-language advertisements must include "This information is available in English."

In the case of bilingual advertisements, or when placing both English and French language ads in the same publication on the same day, neither of these statements is necessary.

Language Requirements

It is essential to include the language requirements of the position(s). You have a choice of the following statements which must be used:

• Proficiency in English is essential.
• Proficiency in French is essential.
• Proficiency in either English or French is essential.
• Proficiency in English and in French is essential. Please note that language training may be offered.
• Language requirements vary according to the position filled.
• Proficiency in English and French is essential.

Invitation to Apply and Closing Date

The closing of an advertisement is the target audience's invitation to apply and provides a deadline by which all applications must be received. Although the preferred method of response is on-line, it is important to also include a complete address for applicants who are sending hard copy applications. As the website address is an integral part of the advertisement design, it does not need to be repeated in the closing paragraph. Following is a good example of a closing statement:

• If you are interested in this opportunity, apply on-line or forward your resume and application form PSC-3391 (available from the Public Service Commission of Canada or in many Human Resource Centres), quoting reference number XXX, by (date), to: (address).

Corporate Identity

The "Canada" wordmark is mandatory in all Public Service advertising. The PSC Federal Identity Program (FIP) symbol must also be used in advertising for departments without delegated recruitment authority. Departments with delegated external recruitment authority may use their own FIP symbol.

VII. What Cannot be Used in Advertisements

The use of a Minister's name is prohibited in any recruitment advertising.

Advertisements must never discriminate on the basis of race, colour, religion, age, sex, national or ethnic origin, marital status, family status or disability except where there are bonafide occupational requirements or where the operation of a special measure employment equity program has been approved by the PSC.

VIII. Optional Elements of Advertisements

The advertisement may also contain other optional elements.

IX. Official Languages Advertising Requirements

External advertising must be done in conformity with the Official Languages Act, more specifically sections 11 and 30. This means that all external advertising must be made available in both official languages in the area of selection regardless of the language requirements of the position to be filled. This requirement also applies to advertising on the website. Departments with delegated external recruitment authority must also adhere to the Official Languages Act.

The availability of jobs must be communicated by the medium or media that will most effectively reach members of the public in the official language of their choice.

The same medium, however, does not have to be used in both official languages, as the most effective and efficient medium to use in one language may not be the best choice in the other language. The decision should be based on factors such as the size of the official language minority group in the area of selection, advertising costs, the area covered by the media or medium, the type of position to be staffed and time constraints.

As a general rule, bilingual advertising in a medium should be avoided unless the medium itself is bilingual.

When advertising in an English-language "national" newspaper, such as the Globe and Mail or the National Post, and where the area of selection is national, there are very few options in terms of media that will reach the French-language population on a national scale as well. Outside Quebec, French-language weekly, or monthly, newspapers exist in all provinces and territories and must be used to ensure national coverage. The AOR works closely with the PSC to ensure the media options are reasonable and meet the requirements of the Official Languages Act.

In cases where the area of selection is not national, and the advertisement is placed in the Globe and Mail or the National Post, the french equivalent press need only to cover the area of selection.

Also, in some instances, an advertised position's area of selection, or part of the area of selection, may not be covered by a minority language publication, in which case, alternatives will be required to meet Official Languages Act's obligations.

Example:

• A stated area of selection may encompass cities A, B and C, but only cities A and B are serviced by a minority language paper. Where these situations occur, a bilingual advertisement must be placed in the medium serving city C, in order that PSC external advertising remain in accordance with sections 11 and 30 of the Official Languages Act.
  
  Bearing this in mind, the best method of simultaneously advertising jobs in both English and French must be chosen.

Annex

Table of Contents

• Frequently Asked Questions About Recruitment Advertising
• Samples of Advertising Formats
• Glossary of Terms
• Contacts

Frequently Asked Questions About Recruitment Advertising

When should recruitment from outside the Public Service be used?

The initial question that a department should ask is: "Should this position to be staffed from within the Public Service or is it preferable to recruit from outside?" Recruitment from outside the Public Service may be initiated when it is considered to be in the best interests of the Public Service.

Who are the different parties involved in the placement of advertising and what are their roles?

The Recruitment Renewal Division of the PSC is responsible for:

• writing, interpreting and distributing the Recruitment Advertising Guidelines; and
• providing advice if and/or when international advertising and recruitment aimed at non-Canadians is explored and obtaining the approval of the Executive Director, Resourcing and Learning Branch, if such recruitment is required.

The PSC's Regional Directors are responsible for:

• authorizing any requests by the departments to alter the advertisement design format; and
• authorizing international advertising/recruitment aimed at Canadians.

The PSC's District Offices are responsible for:

• providing departments with advertising placement services; and
• establishing the area of selection for recruitment actions of departments that do not have delegated external recruitment authority (the practice is to do this collaboratively with the client department, however, the final authority rests with the PSC).

Departments with delegated external recruitment authority:

• applying the PSC's Recruitment Advertising Guidelines and establishing the area of selection.

Recruitment Advertising Agency of Record (AOR)

The primary role of the PSC's Recruitment Advertising Agency of Record (AOR) is the production and placement of all external recruitment advertisements. The AOR is a full service agency providing services including copywriting/editing, advice on media selection, cost estimating and consolidated billing and reporting.

What is the advertisement placement process?

Departments:

For the placement of advertisement, departments must provide the PSC with:

• a statement of qualifications; and
• a summary of duties.

Departments may also provide the following:

• a draft of the advertisement; and/or
• a proposed list of locations and/or media in which the advertisement is to be placed.

The departments should also be ready to discuss the area of selection for the competition.

PSC:

The PSC will provide the AOR with the documentation received from the department. Often, a copy of the Internet ad is also sent to the AOR. In these cases, it would be important that the PSC Officer indicate to the AOR which elements of the Internet ad should not be included in the advertisement (to the exception of the mandatory elements).

When media placement for recruitment is anticipated, the PSC contacts its AOR representative. The "Advertising Insertion Order [pdf file]" form is used as a request for service. As much as possible, this form should be sent by e-mail. However, it can also be faxed if electronic transmission is not possible.

The "Advertising Insertion Order" form has been re-designed to ensure that critical information such as services required and billing instructions are effectively communicated to the AOR. Receipt of the request will be confirmed by the AOR.

PSC officers should be prepared to discuss the following:

• Position to be filled;
• Advertising format;
• Media and insertion dates;
• Budget limitations (if applicable); and
• Billing instructions.

The agency will write/edit the ad copy, produce it and fax the proof back to the requestor along with the "Advertising Estimate [pdf file]" form, which contains the full media recommendations and cost estimates and confirms, in writing, the media, insertion date(s) and deadlines. The PSC Officer ensures that the ad meets with the department's approval. Space is provided on the "Advertising Estimate" form for written approval of the proof by the responsible PSC Officer and for the approval of the expenditure by the appropriate PSC financial authority, and must be returned to the AOR, via fax, before material will be released to the media.

Which media will best reach potential candidates?

The way Canadians have looked for work over the past two decades is a mixture of stability and change. Knowing the media options available as well as the employment markets is essential in ensuring that advertising expenditures are cost-efficient and most effective in reaching the target audience.

Recruitment via the Internet has gained popularity over the last few years and has proven to be an effective medium for a variety of positions at various groups and levels. Job opportunities can also be placed in certain newsgroups for a more targeted recruitment. The PSC district offices and the AOR offer services to departments in this area. However, until the accessibility of the Internet grows, other means of advertising will generally need to be used.

Infotel, the PSC automated telephone service, is another advertising method which is especially effective in reaching those members of the public who are not Internet users. For the time being, the Infotel system is providing this service locally, and therefore may not be suitable to advertise job opportunities that are open to a geographical area wider than the region or district. The PSC is at present looking at the Infotel system and may make some modifications that could allow broader access to the system.

For certain targeted groups, job ads in daily newspapers continue to be an effective vehicle in reaching large percentages of the Canadian population. Generally speaking, new or recent graduates in many disciplines prefer electronic methods such as job sites on the Internet.

Another option is the use of Voiceprint, to target candidates who are visually impaired or are generally print-restricted. The system delivers published news and information in audio format via cable TV and/or cable FM. Advertising opportunities exist across the country and could be well-suited for certain positions.

Other vehicles might include trade journals, weekly or community newspapers, minority language press, association newsletters and designated employment equity targeted print or electronic media.

The AOR is fully conversant with all media and will make the most appropriate media recommendations.

If an advertisement is placed outside a single region, are there any special requirements to follow?

When a department has vacancies in two or more regions, these regions should coordinate their efforts to produce one advertisement.

When a department has vacancies in the National Capital Region and other regions across the country, the PSC's National Capital and Eastern Ontario regional office normally coordinates all these recruitment activities.

Are there any pointers on how to write effective and targeted recruitment advertisements?

Effective recruitment advertising copy will answer the following questions:

• What I am going to be doing in this job?
• Where is this position located?
• In what kind of environment will I be working (projects, facilities, and technology, etc.)?
• What is interesting about the job?
• Where might this position lead?
• What do I need to succeed in this role?

Use plain language, which means writing precisely, clearly and simply. Everyone should be able to understand what you have written. Plain language uses familiar words and a straightforward style. Avoid wordiness and jargon. Clear language also reaches a wider audience, including those whose first language is neither English nor French. By using precise and attractive language, the ads reinforce the idea that government jobs are exciting, accessible and challenging.

The Recruitment Advertising Guidelines contain the mandatory elements of an advertisement. Are there other elements that are optional?

The following elements are optional and can be included to enhance the effectiveness of your advertisements:

Department(s):

The name of the hiring department(s) is usually included in the ad. The name of directorate, division or branch should be avoided as they add no value to the external population in terms of understanding the job.

Location:

The location (city and province/territory) of the position should be included, as this may be a determining factor in attracting potential candidates or discouraging candidates who are not mobile to that location.

Remuneration:

The salary range may be included in the advertisement, if the salary is an attracting "feature". Specific salary levels should be avoided. Here is an example of a salary range:

• "Depending on your qualifications, your salary will range between $42,204 and $51,776."

Area of Selection:

Specifying who is eligible to apply in the advertisement is recommended. Public Service advertisements that do not specify an area of selection are considered national (even international) advertisements.

For further information on establishing areas of selection please consult the Letter to Heads of Personnel 99-22.

Area of Selection When Using the PSC's External Employment Equity (EE) Recruitment Program (Commonly Referred to as the "Ad-hoc" EE Program) or a Departmental Approved EE Recruitment Program:

When a recruitment process is confined to EE designated group(s) using the above-noted programs, the following statement should be used:

• Department X, as an equal opportunity employer, is committed to achieving a skilled workforce that reflects the diversity of the Canadian population. Accordingly, this position is being staffed under the Public Service Commission's or department X's External Employment Equity Recruitment Program, approved pursuant to Section 5.1 of the Public Service Employment Act and is limited to persons belonging to EE group(s) X residing or working in (define the geographic, organizational and/or occupational criteria). The Employment Equity Act defines members of EE group(s) X as follows: ..........(put in definition)........
• Applicants must clearly self-identify as belonging to such a group.

For further information on the PSC's External Employment Equity (EE) Recruitment Program please consult the Letter to Heads of Personnel 99-02.

Duties:

If the duties are self-evident (e.g., Customs officer, nurse, tax auditor), they may be omitted. When duties are deemed necessary, only the most important functions should be used and described in a non-bureaucratic language. This is your chance to "sell" your job.

Qualifications:

Qualifications that are mandatory [pdf file], such as education, experience and professional memberships should be included in the advertisement.

Security:

This condition of employment should be used only if absolutely required. The recommended statement is as follows: "Security level required".

Benefits:

The benefits of any position may be an important deciding factor the target audience uses to determine whether or not a job is attractive. This may be especially true when the supply of candidates is low. A few examples are provided:

• We offer a comprehensive benefits package.
• Our comprehensive benefits package includes a dental plan and relocation assistance.
• We offer a comprehensive benefits package, and a work environment in a downtown setting.
• We use cutting-edge technology.

Exclusion of unqualified applicants statement:

To reduce the number of inquiries from unqualified applicants, a statement may be added to the advertisement to inform potential candidates that only qualified applicants will be contacted, for example:

• We thank all those who apply. Only those selected for further consideration will be contacted.

Citizenship Statement:

In recruitment from outside the Public Service, there is a legal provision (paragraph 16(4)(c) in the Public Service Employment Act (PSEA) that allows the selection of qualified candidates to be confined to persons who are Canadian citizens.

In cases where a sufficient number of Canadian citizens are expected to apply, a statement like "Preference will be given to Canadian citizens" is recommended to avoid creating false hopes for non-Canadian applicants.

Foreign Educational Credentials:

As many potential candidates, especially visible minority candidates, may have questions on foreign educational credentials, a statement may be included in the advertisement. A few examples follow:

• The Canadian Information Centre for International Credentials (http://www.cmec.ca/cicic/) contains information on how to obtain an assessment of foreign educational credentials.
• Candidates with foreign educational credentials are required to provide proof of Canadian equivalency. You may consult the Canadian Information Centre for International Credentials at http://www.cmec.ca/cicic/ for further information.

Local Preference:

When an appointment is made to a local office, resulting from recruitment from outside the Public Service, there is a legal provision that allows giving preference in appointment to qualified candidates who reside in the area served by the department's local office (section 19 of the PSEA). This preference is not broadly used, but if a department thinks that it might want to use this provision, a statement as follows may be added to the ad: Preference in appointment may be given to qualified candidates who reside in the area served by the local office.

More information on the use of the local preference can be found in the Letter to Head of Personnel 99-22.

Alternate Formats:

A statement such as: "Alternate formats available upon request" may also be included in the ad. Including a statement like this one would be a method of communication to reach Persons with Disabilities, which are under represented in the Public Service.

Who is responsible for the payment for the advertisements?

When both the PSC and the department are in agreement that external advertising (beyond the use of the web site and/or Infotel) is required, negotiations will take place to decide if and/or how the costs will be shared. Under circumstances where the PSC is of the view that advertising is not required, the department is responsible for all costs. Also, when a department requests additional advertising that the PSC judges to be beyond that required to recruit, the extra costs will be charged in totality to the department.

Departments with delegated external recruitment authority are responsible for payment of all advertising costs.

Who will be billed for the advertisements?

The PSC will provide the AOR with complete billing instructions, allowing them to issue timely and accurate billing to either the PSC or department, or both, as the case may be. The PSC will receive a copy of all departmental invoices.

Samples of English and Bilingual Advertising Formats

• English Example (JPG)
• Bilingual Example (JPG)

Glossary of Terms

Agate line:

most often used to measure the depth of an ad in newspapers (14 agate line/inch)

Column:

most often used to measure the width of an ad in most newspapers

Copy:

ad text in raw form

Proof:

the artwork or ad as it will appear in the publication

Booking deadline:

the date and time the media space must be reserved at the publication for insertion

Material deadline:

the date and time the camera ready material must be received at the publication

Stat/Velox:

camera ready material

Circulation:

the total number of print media printed/sold

Readership:

the average number of readers per single copy of print medium

Distribution:

the geographic distribution of a print publication

Letter of Commitment:

formal agreement between the PSC and hiring department for services required

Insertion Order form:

issued by the PSC to the AOR as official request for service(s)

Advertising Estimate form:

issued by the AOR confirming media schedule(s) and cost estimates

Contacts

PSC Offices

Day Advertising Inc. - Account Service Team

British Columbia, Alberta and Yukon

Primary Contact: Jim Barron - (604) 684-2166
Back-Up Support: Lisa Chiminello - (604) 684-2166
Fax: (604) 684-0128
e-mail: dayvan@dowco.com

Day Advertising Inc.
1188 West Georgia Street
Suite 1080
Vancouver, British Columbia
V6E 4A2

Saskatchewan, Manitoba, Ontario and National Capital and Eastern Ontario

Primary Contact: Helena Lourenço - (416) 480-6567
Back-Up Support: Cynthia Truba - (416) 480-6571
Fax: (416) 487-6121
e-mail: hlourenco@dayadvertising.com
cynthiat@dayadvertising.com

Day Advertising Inc.
1920 Yonge Street
Suite 501
Toronto, Ontario
M4S 3E6

Québec, Newfoundland, Prince Edward Island and Nova Scotia

Primary Contact:Suzanne David - (514) 845-7777
Back-Up Support: Céline Bergeron - (514) 845-7777
Fax: (514) 849-2202
e-mail: pubday@citenet.net

Publicité Day Inc.
60 St. James Street
7^th Floor
Montréal, Québec
H2Y 1L5

National Account Director

Primary Contact: Helen Assad
e-mail: helena@dayadvertising.com

Toronto:
Day Advertising Inc.
1920 Yonge Street
Suite 501
Toronto, Ontario
M4S 3E6
Tel: (416) 480-6562
Fax: (416) 487-6121

Ottawa:
Day Advertising Inc.
66 Queen Street
Suite 400
Ottawa, Ontario
K1P 5C6
Tel: (613) 232-4846
Fax: (613) 235-9694