AM/FM Radio Works For Recruitment, Reaching Passive And Active Job Seekers
To analyze the national employment ecosystem and profile job seekers and hiring decision makers, Westwood One commissioned MARU/Matchbox to field a study in July 2022. 1,000 respondents were surveyed to explore the labor market. These findings were compared to similar studies conducted in February 2021 and April 2018.
Here are the key findings:
Passive job seekers are the #1 source of new workers in America and outnumber active job seekers two to one
As the name implies, passive job seekers represent the 38% of Americans who are not actively looking for a new job: “I might consider the right new job” or “I am definitely willing to consider a new job.” There are two times more passive job seekers than active job seekers (38% versus 22%). As such, it is crucial that companies tailor their messaging and media plans to attract passive candidates.
Since 2021, the number of active job seekers has reached a four-year high. Over one out of five Americans say they are “actively applying for new jobs/interviewing or planning to look.”
Passive job seekers are less likely to use online job sites
They don’t call them “passive” job seekers for nothing! Less than half of passive job seekers use Indeed, LinkedIn, ZipRecruiter, and Glassdoor.
Companies who solely rely on online job sites to recruit new hires are missing out on a gigantic portion of the candidate pool that is twice as large as active job seekers. Adding over-the-air AM/FM radio, AM/FM radio streaming, and podcasts to the recruitment media plan can help secure these hard-to-reach candidates.
Active job seekers rely less on word of mouth and friends; Indeed and LinkedIn are the most used while ZipRecruiter, Glassdoor, and Monster grow
This year there is less reliance on word of mouth and friends and family. Usage of job sites has expanded. ZipRecruiter and Monster, two strong users of AM/FM radio, show significant growth with two out of five active job seekers using their platforms.
How to reach job seekers and hiring decision makers with audio
Over 75% of job seekers can be reached by AM/FM radio. Half can be reached with AM/FM radio streaming and podcasts.
A wide variety of AM/FM radio programming formats can be used to reach hiring decision makers and job seekers
The younger skew of active job seekers is evidenced by larger audiences for more contemporary music formats. Various flavors of Rock, Classic Rock, Oldies, and Classic Hits perform well across the board with job seekers and hiring managers.
Key findings:
- Passive job seekers outnumber active job seekers, but active job seekers are growing
- Audio is an ideal advertising environment for recruitment brands and companies hiring new employees
- A wide variety of AM/FM radio programming formats can be used to reach hiring decision makers and job seekers