Local newspaper delivers better results than the Web

A bank client called. They’d been advertising on Monster.com for part-time tellers. But they were overwhelmed by the flood of responses from faraway applicants who were never going to move thousands of miles for these jobs. I suggested they forget about Monster and put a display ad - not classified! - in the local paper. The ad was created, it ran and within a week they had five terrific local candidates. They ultimately hired two.