Advertising programs have an obligation to teach job search skills to their students and it is in their own best interests to do so. The rationale for this is threefold. First, advertising programs must command the respect of the professionals in the field, because professionals represent the employment market and are increasingly becoming sources of financial support for the programs. Second, an increasing assessment movement nationwide causes schools to want to demonstrate the competency of their graduates. And third, the accrediting criteria of the Association for Education in Journalism and Mass Communication require that programs regularly assess their graduates in those fields and also that they provide students with distinctly career enhancing professional experiences. In view of the relationship between professional success of graduates and school funding, faculty resources and time must be dedicated to the coordination and management of placement activities. At the University of Tennessee, a placement program was instituted in which much of the information and instruction that students need to secure jobs was assembled into a one-credit required professional seminar for advertising majors. The seminar addresses such topics as resume writing, interviewing, cover letters, and career choices and planning. At the same time, changes in the program focused on admissions and how to more fully professionalize candidates. The seminar includes a focus on career options, largely incorporated into a number of visits to local businesses connected with advertising. The payoff from the seminar has been excellent, including enhanced reputation and greater student success. All schools should accept the responsibility of teaching job skills, integrate a similar seminar into the curriculum, provide students with professional contacts, regularly experiment with the course, and implement a tracking system. (HB)