Audio Provides The Soundtrack For The American Worker

To analyze the national employment ecosystem and profile job seekers and hiring decision makers, the Cumulus Media | Westwood One Audio Active Group® 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.

 

This week’s blog looks at how job companies can reach passive and active job seekers and hiring managers with audio, the soundtrack of the American worker:

• Passive job seekers are the #1 source of new workers in America and outnumber active job seekers two to one: There are two times as many passive job seekers than active job seekers (38% versus 22%).
• Active job seekers are ten years younger than passive job seekers, skew male, and are more likely to have kids.
• Passive job seekers are less likely to use online job sites.
• Active job seekers rely less on word of mouth and friends. Indeed and LinkedIn are the most used online sites, while ZipRecruiter, Glassdoor, and Monster grow.
• Among hiring decision makers, Indeed and ZipRecruiter have extra share-of-voice, which predicts future growth.
• Hiring decision makers are more likely to be passive job seekers (46%) versus the market overall (38%). Interestingly, hiring decision makers are much more likely to be actively looking for a new job (31%) compared to the average (22%).
• More than 75% of job seekers can be reached by AM/FM radio. Half can be reached with AM/FM radio streaming and podcasts.

➦Click here to view a 12-minute video of the key findings.