Audio, The Soundtrack Of The American Worker, Is The Ideal Platform For Reaching Hiring Decision Makers
To profile hiring decision makers, the Cumulus Media | Westwood One Audio Active Group® commissioned MARU/Matchbox to field a study in December 2024. 1,000 respondents were surveyed to explore the labor market.
These findings were compared to similar studies conducted over the last seven years in 2018, 2021 and 2022. This report will focus on hiring decision makers.
Nearly eight in ten hiring decision makers are also job seekers
Talk about eating your own ice cream! 31% of hiring decision makers are actively looking for a new role and 47% are passive job seekers, meaning they would be open to a new opportunity.
Hiring decision makers are more likely to be active job seekers (31%) than the general employed population (25%). The same proportion of hiring decision makers (47%) and the working universe say they are passive job seekers.
A stunning 85% of hiring decision makers are reached by AM/FM radio, the ideal media platform to reach hiring decision makers
85% of hiring decision makers are reached by AM/FM radio monthly. 71% listen to podcasts.
Hiring decision makers can be reached on a wide array of AM/FM radio programming formats
The ideal media plan should spread investment over a wide selection of AM/FM radio programming formats.
Key findings
- A large proportion of hiring decision makers are themselves passive and active job seekers.
- 85% of hiring decision makers are reached by AM/FM radio monthly. 71% listen to podcasts.
- Hiring decision makers can be reached across a wide variety of AM/FM radio programming formats.