Radio Insights: Passive Job Seekers Are The #1 Source Of New Workers

To analyze the national employment ecosystem and profile the passive job seeker, CUMULUS MEDIA | Westwood One commissioned MARU/Matchbox to field a study in February 2021. 969 respondents were surveyed to explore changes in the labor market since the onset of the COVID-19 pandemic. 

These findings were compared to a similar study we conducted in April 2018. This week’s Westwood One blog highlights the key findings:

• Passive job seekers are the #1 source of new workers in America and outnumber active job seekers four to one: Passive job seekers are the one in two Americans who are not actively looking for a new job: “I might consider the right new job” (37%) or “I am definitely willing to consider a new job” (12%).
• Flexible at-home and on-site work opportunities are most compelling to passive job seekers: Half of passive job seekers say the most attractive schedule is flexible with both at-home and on-site opportunities.
• Passive job seekers are less likely to use online job sites: Only a minority of passive job seekers use Indeed.com, LinkedIn, ZipRecruiter, and Glassdoor.
• Passive job seekers are most aware of LinkedIn and Indeed: Over half of passive job seekers are not aware of most online job sites. 54% say they are extremely/somewhat familiar with LinkedIn. 48% are extremely/somewhat familiar with Indeed.
• Among active job seekers, it’s a two-horse race for familiarity and usage between LinkedIn and Indeed.
• Audio is a great way to reach active and passive job seekers: AM/FM radio reaches over eight out of ten passive and active job seekers. Among passive job seekers, 39% listen to AM/FM radio streaming. Half of active job seekers listen to AM/FM radio streaming. One-third of passive job seekers listen to podcasts and 38% of active job seekers are podcast listeners.
• Reach job seekers on Rock, Oldies/Classic Hits, Adult Contemporary, News/Talk, and Top 40 AM/FM radio programming formats.