When Linda Kosta, senior sales representative for classified ads at The Scientist, received an advertisement last fall from an NIH institute, she noticed something. The ad forced the reader to wade through two paragraphs before getting to what position was being advertised. That, she knew, would make the reader skip over the ad and also result in poor traffic for the online version, as search engines often hunt for keywords in the ad's title.
So Kosta picked up the phone and walked through the issues with the NIH contact, who quickly agreed to put the job title higher in the ad copy. The NIH contact explained that she had simply been following an NIH classified ads template. That explained the ad for Kosta, who says that such templates are often created by human resources departments that are often more concerned with the information in the ad rather than how it ...
