It seems there is a discussion happening on ERE on the effectiveness of using Pay Per Click (PPC) ads (Google Adwords and Yahoo’s Search Marketing).
While there are differing views on the whole topic I personally feel this type of advertising should be in the Recruiter’s Toolkit and used for the right job, I even mentioned it last August in a presentation on Online Recruitment. The right jobs would be hard to fill within a very specific topic that would enable you to buy a specific keyword that is targeted to your audience.
Michael Homula feels that if you are not at the top of the search results already you don’t have a good message. However if we all had a good message we would never need to advertise at all as candidates would just appear when we had a vacancy :-). Advertising is a key part of an attraction strategy and PPC ads just form part of the advertising.