When a business decides to sponsor a foreign national for permanent employment in the United States, one of the most important—and often misunderstood—steps in the process is advertising. The U.S. Department of Labor (DOL) mandates specific recruitment steps in the PERM labor certification process, including PERM newspaper ads and, in some cases, online recruitment.
Understanding the differences between PERM online and PERM newspaper advertising, their unique requirements, and their purpose in the certification process is key to remaining compliant and avoiding costly delays or denials.
In this blog, we’ll break down the regulatory requirements, explore the strategic role of each advertising method, and help you determine how to choose the right mix for your hiring goals.
What Is PERM Labor Certification?
Before diving into ad requirements, it’s important to understand the purpose of the PERM process. PERM (Program Electronic Review Management) is the first step in obtaining an employment-based green card for a foreign worker. It is designed to ensure that hiring a foreign national will not negatively impact U.S. workers.
One key component of this process is labor market testing, which requires employers to advertise the open position and demonstrate that there are no qualified, available U.S. workers for the role.
The Role of Advertising in PERM
To satisfy DOL requirements, employers must conduct recruitment efforts that are visible and accessible to U.S. job seekers. These efforts are broken into mandatory and additional recruitment activities, depending on whether the role is considered professional or non-professional.
PERM newspaper ads fall under the mandatory recruitment category and must be placed regardless of job type. PERM online ads (such as on job boards or company websites) are part of the additional recruitment activities for professional occupations.
Understanding PERM Newspaper Ad Requirements
Are PERM Newspaper Ads Required?
Yes—PERM newspaper ads are mandatory for all job positions, regardless of industry or location. Failing to run the correct ads in the correct publication can result in a denial of the labor certification.
Key PERM Newspaper Ad Requirements:
To meet PERM newspaper ad requirements, employers must:
- Run two ads on two different Sundays in a newspaper of general circulation in the area of intended employment.
- Ensure the newspaper is appropriate for the role and location. If local options are unavailable in suburban or rural areas, city-wide publications may be used.
- Include specific job information:
- The employer’s name and contact method
- A clear job description
- Job location
- Instructions for submitting applications (e.g., mailing address or email)
- A statement that qualified applicants should send resumes to the employer
The DOL does not require salary information to be included in the ad (unless the employer chooses to include it). However, the job description must be clear and concise to demonstrate good faith recruitment. Additionally, state or local wage transparency laws may require it, depending on the recruitment location.
Benefits of PERM Newspaper Advertising
Even in the digital age, PERM newspaper advertising plays a crucial role in DOL compliance. The use of traditional media ensures that the job reaches a broad public audience, satisfying the legal requirement of making a good-faith effort to recruit U.S. workers.
Other benefits include:
- Aligning with DOL audit standards
- Reaching readers in specific localities
- Providing clear documentation (hard copy tear sheets or electronic proof of publication)
What Is PERM Online Advertising?
PERM online advertising refers to recruitment efforts on digital platforms that are used to supplement mandatory steps. These platforms include:
- Commercial job boards (e.g., LinkedIn, Indeed, Monster)
- Company career pages
- University job boards or career centers
- State Workforce Agency websites (note: these are often a separate requirement)
Online postings are required as part of the three additional recruitment steps for professional occupations. Employers must choose three from a list of 10 approved methods, and online job boards are one of the most commonly selected.
Key Guidelines for PERM Online Ads
While the DOL does not outline as many specific formatting rules for PERM online ads, they must still meet general best practices:
- The ad must remain live for a reasonable period, typically 14–30 days
- It should include the same job description and contact method as the newspaper ad
- Documentation (such as a screenshot or printout with date/time stamps) must be preserved for audit purposes
Comparing PERM Online and Newspaper Ads
| Feature | PERM Newspaper Ads | PERM Online Ads |
| Required for all roles? | Yes | No (only for professional occupations) |
| Frequency | 2 Sundays | Usually 14–30 days |
| Media type | Digital | |
| Proof required | Hard copy tear sheets or e-tears | Screenshots or system-generated logs |
| Cost | Often higher | Generally lower |
| Reach | General local audience | Targeted national/international audience |
| Control over ad format | Limited by publication | High customization possible |
How to Choose the Right Strategy
Since PERM newspaper advertising is non-negotiable, the decision isn’t if you should use it—it’s how to pair it with your PERM online strategy to strengthen your recruitment campaign.
Considerations for Your PERM Advertising Plan:
- Is the role professional or non-professional?
Professional roles require three additional recruitment efforts, where online job boards and employer websites are common choices. - What’s your recruitment budget?
Newspaper ads are typically more expensive but are required. Online ads offer flexibility and scalability. - How specialized is the position?
Advertising in niche online communities or professional journals may be more effective for highly specialized roles. - Do you have internal resources for ad placement and documentation?
If not, working with a specialized PERM advertising agency can save time, reduce risk, and ensure compliance.
Why Compliance Matters
Improper or incomplete recruitment advertising is a common reason for PERM application denial. Ad placement, wording, or documentation errors can delay the green card process or force employers to restart it entirely.
By partnering with an experienced agency like Jon BYK Advertising, employers can avoid common pitfalls and meet all PERM newspaper ad requirements and PERM online best practices with confidence.
Final Thoughts
PERM newspaper and online ads play critical roles in the labor certification process. Understanding their differences, requirements, and strategic use is essential for employers looking to hire foreign talent while maintaining full DOL compliance.
Whether running your first PERM campaign or managing multiple cases, aligning your advertising with federal requirements is not optional but foundational.
Need Help Navigating the PERM Advertising Process?
Jon BYK Advertising has been managing PERM advertising campaigns for nearly 40 years. We work closely with immigration law firms and state workforce agencies to ensure every detail—from PERM newspaper ad placement to online postings—meets federal guidelines.
Contact us today to request a quote or learn how we can support your immigration recruitment strategy.
