Reach The Passive Job Seeker With AM/FM Radio
The COVID-19 pandemic touched America across all facets of life with a significant impact on the employment. A new national study of 969 respondents fielded by MARU/Matchbox this February found that over one in five (22%) of people who are out of work cite COVID-19 as the cause for their circumstances.
As the vaccine rollout signals a hopeful light at the end of the tunnel, the return to normalcy begins. For companies that had previously downsized or experienced shut downs during 2020, or for companies that are simply looking for new hires, recruitment is an important area of focus.
With such a large percentage of the country looking to rejoin the workforce, the MARU/Matchbox study looks at the employment ecosystem to understand the motivations and status of current workers and those who are seeking work. The findings also illustrate how AM/FM radio is an ideal medium for reaching passive job seekers.
Passive job seekers are the #1 source of new workers in America
Passive job seekers are workers who are not actively looking for a new job. 49% of Americans identify themselves as passive job seekers when asked to describe their current job situation. 12% are actively seeking employment opportunities. Despite the pandemic, the findings are consistent with a 2018 study that found that 49% of respondents considered themselves passive job seekers and 15% categorized themselves as active.
Over half of heavy AM/FM radio listeners and heavy AM/FM radio streamers consider themselves passive job seekers
For companies seeking new hires, AM/FM radio is an ideal medium. 51% of heavy AM/FM radio listeners and 56% of heavy AM/FM radio streamers consider themselves passive job seekers. 11% of heavy AM/FM radio listeners and 16% of heavy AM/FM radio streamers are actively seeking new employment.
Passive job seekers are audio fans who listen to AM/FM radio regularly
89% of passive job seekers listen to AM/FM radio regularly. 83% listen to over-the-air broadcasts regularly and 39% listen to AM/FM radio streaming. The prime time for AM/FM radio and streaming listening is 9AM-5PM, the period of time when Americans are at work. The dominant use case for streaming is to keep listeners company during the day. As with AM/FM radio, AM/FM radio streaming is an important avenue to utilize when trying to reach the passive job seeker.
Passive job seekers look to AM/FM radio for employment opportunities
Twice as many passive job seekers look to AM/FM radio compared to TV for employment opportunities. Companies that solely rely on TV advertising to recruit new hires are missing out on a gigantic portion of the candidate pool. Adding AM/FM radio to the media plan can help secure these hard to reach candidates.
Passive job seekers listen to a variety of AM/FM radio formats
A variety of AM/FM radio programming formats provide rich concentrations of passive job seekers who frequently or occasionally listen. As the soundtrack of the American worker, incorporating AM/FM radio into the media plan is crucial when trying to reach the ideal new candidate.
Audio creative recommendation: Tout flexibility to attract new candidates
The pandemic displaced many American workers. Instead of commuting to offices, companies advised their workforces to work remotely and adapt to a life at home. Prior to the pandemic, 6% of respondents were working from home every day while currently that number is 23%. Among passive job seekers, that number is even higher at 27%.
A year after the start of the pandemic, many passive job seekers are rethinking what they want when they are looking for new opportunities. 33% of passive job seekers are looking for a flexible schedule with time both away from home and at home. Companies that plan to continue to offer flexible working arrangements should make a point of highlighting this where possible in audio creative to entice this significant audience of potential employees.
Key findings:
- Passive job seekers are the #1 source of new workers in America
- Over half of heavy AM/FM radio listeners consider themselves passive job seekers
- Passive job seekers are audio fans who listen to AM/FM radio regularly
- Passive job seekers look to AM/FM radio for employment opportunities
- Passive job seekers listen to a variety of AM/FM radio formats
- Audio creative recommendation: Tout flexibility to attract new candidates