Summary
Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees. This paper shows how Nestlé is facing the challenges of entering the Latin American market, and is using local solutions to develop its global approach to 'employer branding'. Its main aim is to combine the identity of each country it works in with the values of its global proposal. It discusses the research plan, creative work, and shows how the approach adopted by advertising and media agencies could be used an example of how agencies can widen their remit.

Summary
This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. Inasmuch as there appears to be no consistent theory of motivators and needs incorporated into the design of military recruitment campaigns, this study was designed to determine whether individual preferences for, and responsiveness to, certain military recruitment slogans may be related to the individual’s motivators, needs, and sense of involvement with a given slogan. The data on motivators and needs demonstrates that a relationship exists between the factors of motivation, needs, and involvement, on the one hand, and preference or lack of preference for one or more military recruitment slogans on the other hand. The study suggests that military recruitment slogans should be designed to appeal to potential recruits who exhibit characteristics that suggest they are likely to find military service suitable. The broad implication of this study is that, in the planning and execution of any “commitment/sign up” campaign, care should be taken to ensure that the slogan used appeals to the needs of the desired target group.

Summary
This report summarises the findings of the World Association of Newspapers third annual Digital Classified Survey, which looks at how much classified advertising is migrating to the online sector, and in turn how much of this is being retained by newspaper groups providing online classified advertising and how much is being lost to online only classified advertisers, newcomers to the classified advertising market.

Summary
Ian Foulds, senior advertising planner at News International argues that brand-led recruitment advertising in the press assists both perception of the advertiser as an employer and its corporate reputation. He illustrates his thesis with examples from Cauldwell Communications,the NHS and Vodaphone.

Summary
Earl J Wilkinson, executive director of the International Newspaper Maerketing Association, sees the digital age pushing newspapers into new, innovative grey areas, and making fundamental changes to the way they operate. The consumer no longer turns to the 'paper' for information or for classified advertising. Wilkinson describes some of the ways newspapers are fighting back.

Summary
Newspapers’ classified advertising services are under siege. Even though revenue is up in many markets, especially in employment advertising, the increase is masking the major problems traditional newspaper publishers face from changing audience habits and new advertising models.

Summary
In a speech given at the Publicitas Swiss Publishers Conference, Earl J. Wilkinson considers how consumers and the market place are dictating changes to newspapers and classifieds. Encompassing the move to compact formats; the young adult up-market; down market newspapers; and the effect each of these factors has on classified advertising.

Summary
The author introduces this article by presenting an overview of advertising expenditure in all directories since 1960 and demonstrates the success of the medium over that time by ranking it alongside ten other major media sectors. He notes the significance of electrification and digitalisation of directory content which has allowed delivery via various electronic media. The major part of the article concentrates specifically on telephone directories which is the most important advertising medium within the sector. He differentiates between White Page directories (used by consumers seeking telephone numbers for a variety of reasons and not a natural advertising medium) and Yellow Page directories (which is a source of all businesses classified according to activity and a major advertising medium) especially for small businesses. The influence of the internet on directories is discussed with most world-wide Yellow Pages offering the traditional printed directory form and also on-line. The author predicts that the printed Yellow Pages will live for another 25 years but White Pages will disappear as a printed product in no more than 10 years. He believes the trend in European Yellow Pages is towards more targeted directories.

Summary
This article on where people look when searching for a job is based on a Times Newspaper study entitled the Job Seekers Survey. It lists the sources used with the internet, newspapers, trade magazines and recruitment consultancies being the most popular. However the author emphasises that word of mouth is still important especially at very senior levels. The author discusses the impact of the internet on classifieds and states that the predictions of the internet eliminating classifieds as we know them has proved to be overstated. The e-recruitment industry is now in a period of reflection and consolidation. The question of trust features in the survey with the vast majority of respondents considering it to be very important. The author predicts job seekers will integrate the internet into their portfolio of job seeking sources and the key to success will be the recruitment brand.

Summary
The author reviews the position of the regional press within the total media market and shows a breakdown of revenue by category which emphasises the importance of recruitment to the medium. Cross media strategies developed by individual newspapers are described along with an outline of Fish4, regional newspapers' umbrella site which offers an on-line service for recruitment, property and motor classified advertising. The U.S. market is reviewed with radio, the internet and TV all threatening newspapers by pitching for the lucrative recruitment market. The author outlines plans to harness traditional and non-traditional media in order to maximise revenue and readership.