Work Permits (UK) will need to be satisfied that you cannot find a suitably skilled worker to fill the position from within the resident labour market, which includes the UK and EEA countries.
There are exceptions for certain categories known as UK Shortage Occupations. If your application qualifies under these Tier 1 Categories, you will only need to describe why you need to employ the person, with no requirement to advertise the position to EEA resident workers as described below.

For all other applications, you will need to provide supporting documents to demonstrate your recruitment methods, for example copies of the advertisements placed.

You will also need to provide reasons why you cannot fill the post with a 'resident worker', or with one who with extra training could do the job, and to satisfy this requirement it may be necessary for your company to advertise the post nationally with European circulation, and as the employer prove that you have used the most appropriate and suitable advertising medium in order to recruit the right candidate for specified post.

Advertising will normally be through national newspapers or professional journals, and the publications should be readily available throughout the European Economic Area (EEA). How prominently the advert is displayed should reflect the level and nature of the post.

NOTE: Experience gained by a candidate as a Working Holiday Maker or Student will not normally be taken into account as reasons for employing an applicant instead of a resident worker.

ADVERTISING
UK broadsheet newspapers are distributed throughout Europe, thus they satisfy Work Permits (UK) requirements without you having to advertise separately in each of the EEA member countries.
There are some publications which are NOT considered suitable for advertising, for various reasons (i.e. they have minimal circulation in Europe, or they are subscription only publications ), and this will NOT satisfy the requirements of Work Permits (UK).
Publications such as 'Computer Contractor' and 'The Freelance Informer' are generally NOT acceptable as most of the advertisements are generic rather than employer specific. However, if you have a particularly good reason for advertising in these specialist publications, and the advertisement is unambiguous and specific to an individual employer, this may be acceptable to Work Permits (UK).
In the past, advertisements on the Internet were generally deemed not acceptable. However, a more understanding view is being taken by the government, and Internet advertising will be considered where - as in the case of IT staff - the employer can demonstrate that it is the most appropriate medium for reaching their target audience.
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