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Recruitment Advertising	242.01
Contents

Introduction	242.02
Layout Guidelines	242.03
Optional Elements:
• Bars & Bands	242.07
• Employment Agency Logos	242.08
• Dynamic Monogram	242.09
Copy Guidelines	242.10
Advertising outside the U.S.A.	242.90

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Recruitment Advertising Introduction

242.02

Engineers

GE is looking for imaginative lighting engineers

Key word	Lorem ipsum dolor sit amet, consectetur adip
	scing elit, sed diam nonumy eiusmod tempor.
	Qua non vesige conatad dopoei lie opus ido nos-
	trud erat vemi diam amor plusestos non qu ali-
	quam vlupate entieritis coleitus und der ach mal
	merchan sheem Ila tats.

Key word	Orpor suscipit laboris nisi ut aliquip ex ecom
	modo consequat. Duis autem vel eum irure do in
	reprehenderit in voluptate velit esse mois taie
	son consequat, vel illum dolore eu fugiatie nulla
	pariatur vero eos et accusam. Et harumd dereud
	facilis est er expedit distint. Nam liber a temor
	cum soluta nobis optio comque nihil quod a
	impedit anim id.

Key word	Justo odio dignissim qui blandit praesent lup
	atum delenit aigue duos dolor et moestais ptur
	sint occaecat cupidat non.
	g	GE Lighting
		Systems

An Equal Opportunity Employer

Clear space—an area without text or imagery— is a key element in GE recruitment advertising, helping create distinctive, attractive,

and professional-looking advertisements.

It’s a classic case of “less is more”: Ample clear space provides an open, relaxed, and inviting appearance that makes GE advertisements pop out from the surrounding clutter.

Despite this fact, some people think clear space is wasted space. Their advertisements quickly become so packed with type that even when someone notices them in the clutter, they appear difﬁcult to read. People tend to associate clutter in advertisements with relatively unsophisticated employers—which is not the impression GE wishes to make.

A key layout principle in all GE communications is the strong vertical and horizontal alignment of elements.

Such alignments establish a sense of order, structure, and discipline in GE recruitment advertisements, suggesting the Company’s professionalism while making the advertisements easy to read and understand.

Sources of Reproduction Materials

GE Logo Font, a custom font that contains, instead of the the alphabet, all versions of the signature and Dynamic Monograms, is available to all GE employees and their suppliers from the GE Identity Website or Hotline.

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Recruitment Advertising	242.03
Layout Guidelines

1/3

2/3

Use a vertical rectangle whenever possible.

Engineers

looking for

Because many newspapers have reduced the

GE is

• use three-column (highly recommended)

column width for classiﬁed advertisements,

imaginative

or two-column advertisements

• avoid one-column advertisements

lighting engineers

height makes a stronger visual impact than a

Note: A two-column advertisement 3 7⁄16" in

one-column advertisement 7" in height, usually

at no additional space cost.

Key word

Lorem ipsum dolor sit amet, consectetur adip

scing elit, sed diam nonumy eiusmod tempor.

Use generous clear space throughout the

Qua non vesige conatad dopoei lie opus ido nos-

trud erat vemi diam amor plusestos non qu ali-

advertisement to attract attention and make the

quam vlupate entieritis coleitus und der ach mal

advertisement easy to read and understand:

merchan sheem Ila tats.

• Make the width of the

Key word

Orpor suscipit laboris nisi ut aliquip ex ecom

- key word area approximately one-quarter to

modo consequat. Duis autem vel eum irure do in

one-third the width of the advertisement

reprehenderit in voluptate velit esse mois taie

- body copy area approximately three-quarters to

son consequat, vel illum dolore eu fugiatie nulla

two-thirds the width of the advertisement

pariatur vero eos et accusam. Et harumd dereud

facilis est er expedit distint. Nam liber a temor

For horizontal advertisements, divide the width

cum soluta nobis optio comque nihil quod a

into four or ﬁve sections and devote one section

impedit anim id.

to the key word area, as shown below.

• Keep key words and phrases short.

Key word

Justo odio dignissim qui blandit praesent lup

atum delenit aigue duos dolor et moestais ptur

• Typeset body copy ﬂush left and place it to

sint occaecat cupidat non.

create a pillar of clear space along the left side

of each advertisement. This asymmetry is an

integral part of the distinctive GE visual style.

GE Lighting

continued

Systems

Engineers

GE is looking for

An Equal Opportunity Employer

bright lighting engineers

Key word

Lorem ipsum dolor sit amet, consectetur adip

scing elit, sed diam nonumy eiusmod tempor.

Qua non vesige conatad dopoei lie opus ido nos-

trud erat vemi diam amor plusestos non qu ali-

quam vlupate entieritis coleitus und der ach mal

merchan sheem Ila tats.

Key word

Orpor suscipit laboris nisi ut aliquip ex ecom

modo consequat. Duis autem vel eum irure do

in reprehenderit in voluptate velit esse mois taie

son consequat, vel illum dolore eu fugiatie nulla

pariatur vero eos et accusam. Et harumd dereud

facilis est er expedit distint. Nam liber a temor

cum soluta nobis optio comque nihil quod a

impedit anim id.

Key word

Justo odio dignissim qui blandit praesent lup

atum delenit aigue duos dolor et moestais ptur

sint occaecat cupidat non.

GE Lighting Systems

An Equal Opportunity Employer

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Recruitment Advertising	242.04
Layout Guidelines, continued

						Many newspapers alphabetize advertisements
						by a positioning key, the ﬁrst word of the copy.
Engineers						When using a positioning key,


GE is looking		for			•	typeset it in ITC New Baskerville in the same
GE is looking		for				point size as the body copy
						point size as the body copy
brilliant					•	place it at the left margin, above the headline

						Typeset the headline in ITC New Baskerville
lighting engineers						Typeset the headline in ITC New Baskerville
lighting engineers						Bold, either roman or italic.
						Bold, either roman or italic.
Key word	Lorem ipsum dolor sit amet, consectetur adip

						Typeset key words in ITC New Baskerville Bold,
	scing elit, sed diam nonumy eiusmod tempor.					Typeset key words in ITC New Baskerville Bold,
	Qua non vesige conatad dopoei lie opus ido nos-					either roman or italic, in the same point size as
	trud erat vemi diam amor plusestos non qu ali-					the body copy. Inviting subheads can be used to
	quam vlupate entieritis coleitus und der ach mal					highlight subject matter and help emphasize the
	merchan sheem Ila tats.					highlight subject matter and help emphasize the
	merchan sheem Ila tats.					interests of special disciplines.
						interests of special disciplines.
Key word	Orpor suscipit laboris nisi ut aliquip ex ecom
Key word	Orpor suscipit laboris nisi ut aliquip ex ecom
	modo consequat. Duis autem vel eum irure do in
	modo consequat. Duis autem vel eum irure do in					Typeset body copy in ITC New Baskerville Roman,
	reprehenderit in voluptate velit esse mois taie					Typeset body copy in ITC New Baskerville Roman,
	son consequat, vel illum dolore eu fugiatie nulla					ﬂush left, ragged right. To maintain high
	pariatur vero eos et accusam. Et harumd dereud					legibility, do not use italic type in body copy.
	facilis est er expedit distint. Nam liber a temor					An illustration, photograph, or diagram
	cum soluta nobis optio comque nihil quod a					An illustration, photograph, or diagram
	impedit anim id.					may be used in the body copy area, if desired:
Key word					• Place it within the width of the body copy area;
Key word	Justo odio dignissim qui			blandit praesent lup		do not let it extend into the key word area.
	atum delenit aigue duos			dolor et moestais ptur	• If an accompanying caption is used, typeset it in
	sint occaecat cupidat non.					ITC New Baskerville Italic.
	g					ITC New Baskerville Italic.

						Use a single 1⁄2 - point outline for all recruitment
			GE Lighting			advertisements, regardless of size.
			GE Lighting				continued
			Systems				continued
			Systems
	An Equal Opportunity Employer
	An Equal Opportunity Employer

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Recruitment Advertising	242.05
Layout Guidelines, continued

Engineers

GE is looking for bright

lighting engineers

Key word	Lorem ipsum dolor sit amet, consectetur adip				To organize copy elements, use horizontal rules,
	scing elit, sed diam nonumy eiusmod tempor.				a minimum of 2 points in thickness,
	Qua non vesige conatad dopoei lie opus ido nos-			• beginning at the left edge of the advertisement
	trud erat vemi diam amor plusestos non qu ali-			• beginning at the left edge of the advertisement
	trud erat vemi diam amor plusestos non qu ali-			• ending ﬂush right approximately halfway across
	quam vlupate entieritis coleitus und der ach mal			• ending ﬂush right approximately halfway across
	quam vlupate entieritis coleitus und der ach mal				the width of the body copy
	merchan sheem Ila tats.				the width of the body copy
					Note: All rules, including the Laser Line in the
Key word	Orpor suscipit laboris nisi ut aliquip ex ecom				Note: All rules, including the Laser Line in the
Key word	Orpor suscipit laboris nisi ut aliquip ex ecom				graphic signature, should be the same length,
	modo consequat. Duis autem vel eum irure do in				ending at the same point of vertical alignment.
	reprehenderit in voluptate velit esse mois taie				ending at the same point of vertical alignment.
	reprehenderit in voluptate velit esse mois taie
	son consequat, vel illum dolore eu fugiatie nulla				If a second color is available, all rules may print
	pariatur vero eos et accusam. Et harumd dereud				in Laser Red, but in that case, all rules except the
	facilis est er expedit distint. Nam liber a temor				in Laser Red, but in that case, all rules except the
	facilis est er expedit distint. Nam liber a temor				Laser Line should be at least 6-point bars to keep
	cum soluta nobis optio comque nihil quod a				Laser Line should be at least 6-point bars to keep
	cum soluta nobis optio comque nihil quod a				them well differentiated from the ﬁne Laser Line,
	impedit anim id.				them well differentiated from the ﬁne Laser Line,
					as shown in the example below.
Key word	Justo odio dignissim qui blandit praesent lup							continued
	atum delenit aigue duos dolor et moestais ptur
	sint occaecat cupidat non.
	sint occaecat cupidat non.				Engineers
	g				Engineers
	g				GE is looking for
					perspicacious
					lighting engineers
	GE Lighting

					Key word	scing elit, sed diam nonumy eiusmod tempor.
					Key word	Lorem ipsum dolor sit amet, consectetur adip
	Systems					Qua non vesige conatad dopoei lie opus ido
						nostrud erat vemi diam amor plusestos non qu
						aliquam vlupate entieritis coleitus und der ach
						mal merchan sheem Ila tats.
	An Equal Opportunity Employer

					Key word	Orpor suscipit laboris nisi ut aliquip ex ecom
						modo consequat. Duis autem vel eum irure do
						in reprehenderit in voluptate velit esse mois
						taie son consequat, vel illum dolore eu fugiatie
						nulla pariatur vero eos et accusam. Et harumd
						dereud facilis est er expedit distint. Nam liber
						a temor cum soluta nobis optio comque nihil
						quod a impedit anim id.
	E

					Key word	Justo odio dignissim qui blandit praesent lup
						atum delenit aigue duos dolor et moestais ptur
						sint occaecat cupidat non.
		The vertical alignment	point			g	GE Lighting
		The vertical alignment	point				Systems
		at the ends of all the rules					Systems
		at the ends of all the rules				An Equal Opportunity Employer
		and the end of the “E” in“GE”
		can move left or right as
		required to accommodate
		a longer or shorter business
		name in the signature.

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Recruitment Advertising	242.06
Layout Guidelines, continued

Engineers					Graphic Signature Sign-Off
Engineers					Use the primary signature in
GE is looking for					Use the primary signature in
GE is looking for					space is severely restricted, use the
imaginative					recruitment advertising. Where
imaginative					compact or vertical signature.
					compact or vertical signature.
lighting engineers					Use all three elements of the
lighting engineers					graphic signature
					graphic signature
					(the signature Monogram, signa-
					ture typography, and Laser Line).
Key word		Lorem ipsum dolor sit amet, consectetur adip			Do not delete any signature
		scing elit, sed diam nonumy eiusmod tempor.			element in recruitment advertising.
		Qua non vesige conatad dopoei lie opus ido nos-
		trud erat vemi diam amor plusestos non qu ali-			Keep the space within and
		quam vlupate entieritis coleitus und der ach mal			surrounding the signature clear
		merchan sheem Ila tats.			of typography, illustration,
					of typography, illustration,
					conﬂicting patterns, or the trim
Key word		Orpor suscipit laboris nisi ut aliquip ex ecom			conﬂicting patterns, or the trim
Key word		Orpor suscipit laboris nisi ut aliquip ex ecom			edge of the advertisement.
		modo consequat. Duis autem vel eum irure do in			edge of the advertisement.
		modo consequat. Duis autem vel eum irure do in			Note: In particular, do not allow text
		reprehenderit in voluptate velit esse mois taie			Note: In particular, do not allow text
		reprehenderit in voluptate velit esse mois taie			to appear directly to the right of the
		son consequat, vel illum dolore eu fugiatie nulla			to appear directly to the right of the
		pariatur vero eos et accusam. Et harumd dereud			signature Monogram.
		facilis est er expedit distint. Nam liber a temor			For signature construction draw-
		cum soluta nobis optio comque nihil quod a			For signature construction draw-
		impedit anim id.			ings and more information on the
					minimum clear space required for
Key word		Justo odio dignissim qui blandit praesent lup			each signature, see document 131,
		atum delenit aigue duos dolor et moestais ptur			Graphic Signatures, pages 11 to 16.
		sint occaecat cupidat non.

	g				Visually align the left edge of the signature
					Monogram with the left side of the body copy.
			GE Lighting
			GE Lighting		Typeset the communicative name of the business
			Systems		in Univers 68* in one or two lines, as required.

		An Equal Opportunity Employer			Place the Laser Line—a 1⁄2 - point rule beginning
					at the outline of the left edge of the advertisement
					—below the communicative name of the business
					at a distance equal to the capital height of the
					communicative name.
		Typeset “An Equal Opportunity Employer”
		in Univers 68 or 48*		place it below the

Laser Line. Note: This phrase is required on all

GE recruitment advertisements.

*In computer typesetting, other names may be used, such as

• for Univers 68, Univers (67) Condensed Bold Oblique

• for Univers 48, Univers (47) Condensed Light Oblique

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Recruitment Advertising	242.07
Optional Elements: Bars & Bands

A Director of Quality.

Leeds

Financial Services

General Electric, the $60bn global corporation, is a business phenomenon. We set impossible goals, and then we achieve them. We empower our people and break down barriers to release and harness the human potential of the business. All our companies are characterised by swift growth, tight market focus, and a genuine commitment to excellence in customer service.

GE Capital Global Consumer Finance provides value-adding

ﬁnancial services directly to customers and through partnerships with blue-chip clients. Quality is a guiding principle of the business: we aim to make everything we do ACE – Above Customer Expectation.

We need a charismatic manager who can drive a series of quality initiatives forward, including Six Sigma, the internationallyrecognized quality measure. Your aim will be to

•deliver higher-quality products at lower cost,

•accelerate and improve response to customers

•instil quality awareness throughout the company.

The ideal candidate has substantial experience in leading major programmes of change and the self-conﬁdence, passion, and communication skills to inspire others to work together to achieve tangible and signiﬁcant business results.

Strong analytical skills are essential as you must be able to synthesise complex information and prepare concise yet compelling presentations. A background in consulting or quantitative disciplines would also prove useful.

The salary reﬂects the importance of this role to our continuing success, and will be supported by a comprehensive beneﬁts package, including relocation expenses where appropriate. Success in this role will open exciting further career development prospects at home and overseas. High achievers are moved around the global business to build and broaden expertise.

If you relish the challenge of this exciting new role, please write with full cv to Maureen O’Connor, Regional Director, Bernard Hodes, Television House, Mount Street

Manchester M2 5WS. Please quote reference: St/11/DCP

U SA*

GE Capital Global Consumer Finance – UK

GE is an equal opportunity employer.

* Affiliated with General Electric Capital Corporation (USA), not the English company of a similar name

Leeds Financial Services

A Director of Quality.

General Electric, the $60bn global corporation, is a business phenomenon. We set ourselves impossible goals, and then we achieve them.

We empower our people and break down barriers to release and harness the human potential of the business. All our companies are characterised by swift growth, tight market focus, and a genuine commitment to excellence in customer service.

GE Capital Global Consumer Finance provides value-adding ﬁnancial services directly to customers and through partnerships with blue-chip clients.

Quality is a guiding principle of the business: we aim to make everything we do ACE – Above Customer Expectation.

We need a charismatic manager who can drive a series of quality initiatives forward,

including Six Sigma, the internationally-recognized quality measure. Your aim will be to

•deliver higher-quality products at lower cost,

•accelerate and improve response to customers

•instil quality awareness throughout the company.

The ideal candidate has substantial experience in leading major programmes of change and

the self-conﬁdence, passion, and communication skills to inspire others to work together to achieve tangible and signiﬁcant business results.

Strong analytical skills are essential as you must be able to synthesise complex information and prepare concise yet compelling presentations.

A background in consulting or quantitative disciplines would also prove useful.

The salary reﬂects the importance of this role to our continuing success, and will be supported by a comprehensive beneﬁts package, including relocation expenses where appropriate. Success in this role will open up exciting further career development prospects at home and overseas. High achievers are regularly moved around the global business to build and broaden expertise.

If you relish the challenge of this exciting new role, please write with full cv to

Maureen O’Connor, Regional Director, Bernard Hodes, Television House, Mount Street Manchester M2 5WS.

Please quote reference: St/11/DCP

GE is an equal opportunity employer.

* Affiliated with General Electric Capital Corporation (USA), not the English company of a similar name

U SA* GE Capital

Global Consumer Finance – UK

If the copy does not lend itself to the use of key words or phrases and the horizontal rule lines shown in the layout guidelines on pages 03 to 06, bars or bands in black or color may be used to

•structure a recruitment advertisement

•emphasize information, such as the industry category and employment locale

as shown in the examples at the left.

Although these examples are based on advertisements appearing in United Kingdom newspapers, these guidelines apply to the use of bars or bands in GE recruitment advertising throughout the world.

When using bars or bands, maintain

•ample clear space by

-using a wide left margin

-keeping the area surrounding the graphic signature clear

•strong vertical and horizontal alignments among the layout elements

as shown in the examples at the left and discussed on page 02.

When using color

•in the bars or bands, the corporate color Laser Red would provide a strong accent, but any appropriate color may be used

•in the Laser Line, only black, Platinum Grey, white, or Laser Red may be used.

No other color may be used in the Laser Line.

GE Identity Program

242, Recruitment Advertising

GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

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Contents

Layout Guidelines