Recruitment Approaches

The six programs represented here report that word of mouth is by far their most 1 recruitment tool, particularly because it typically yields candidates who are similar to previously successful candidates. Moreover, satisfied candidates and school systems are likely to 2 the word without any special 3 on the part of their program. Other, less personal advertising approaches, such as radio and television spots and local newspaper advertisements, have also proven fruitful, 4 for newer programs. New York uses a print advertising campaign to inspire dissatisfied professionals to become teachers. Subway posters send provocative 5 to burned-out or disillusioned professionals. "Tired of diminishing returns? Invest in NYC kids" was just one of many Madison Avenue-inspired invitations. News coverage has also proven to be a 6 to alternative programs. When the New York Times, for example, ran a story about the district's alternative route program, 2,100 applications flooded in over the next six weeks.