Recruitment Advertising 2.0
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![Page 1: Recruitment Advertising 2.0](https://reader033.fdocuments.us/reader033/viewer/2022051611/54b784434a79591f6f8b4623/html5/thumbnails/1.jpg)
RECRUITMENT ADVERTISING 2.0 navigating recruitment advertising from job seekers’ perspective
Phillip Tusing 18th September, Canberra Recruittech Conference
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ICT Vacancy Index ICT Unemployment Rate
Online IT Jobs Vacancies Vs. ICT Unemployment rate
12.8%
3.8%
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Chart Title
Vacancy index Unemployment Rate
Print Job Classifieds Vs. Unemployment rate
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ICT Vacancy Index ICT Unemployment Rate
Online IT Jobs Vs. ICT Unemployment Rate Vs. National Unemployment Rate
12.8%
3.8%
Unemployment Rate
Why did online IT jobs decline sharply from 2008?
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Job Vacancies will be dictated by the behaviour and choices made by job
seekers
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The view from Job Seekers
Three Trends
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1. INFORMATION ASSET INCREASES
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Barriers to information (company & jobs) significant.
Pre Internet (1995) Era
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The burden of finding job information solely on job seekers’ back
Pre Internet (1995) Era
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Job hunting experience: frustrating; time consuming; expensive; difficult; little information.
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The burden in the recruitment/employment transaction was solely on IT professionals
1996: Internet Changed Everything
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Cost of information & applying for a job = $0
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Barriers to company information broken. Job information readily available. The trend continues.
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As information barriers crumble, the number of job seekers who DON’T want to work for you increases
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Job Seekers information asset increased significantly in the last decade
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2. EXPLOSION IN JOB SEARCH & PUBLISHING TOOLS
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1996 2009
• Generalist Job Boards
• Niche Job Boards
• Association Job boards
• Online forums
• Association newsletters
• Job Aggregators
• Internet Classifieds
• Search Engines
• Blogs
• Communities
• Social Networks
• Mailing List s
• Radio /Podcast
• Web Portals
• Recruitment Firms
• Referral Networks
• Job Boards
• Print Media
• Personal Networks
• Staffing Agencies
• Podcast
• Video Resume
• SMS
• Widgets
• RSS
• MySpace
• Flickr
• Forums
• Mobile Phones
• Website
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500+ newspapers and magazines
Source: Newspapers works
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250+ Job boards> Pure plays (Generalist)
> Niche Operators (Industry)
> Niche Operators (Profession)
> Niche Operators (Geographic)
> Vertical Search/Aggregators
> Association Platforms
> Free Job Boards
Database providers
Forums / Community boards
Blog job boards
Social networks
Directories/Classifieds
Alumni platforms
University players
Source: Job Board Report 2009, Destination Talent
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2704+ recruitment firms
Source: ABS Catalogue 8558.0
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2.7 million searches, on the keyword “JOBS”, conducted on Google in September 2008
Source: Google Keyword Tool
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Explosions in personal publishing tools and channels to announce availability
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9 million Australians visited social network sites in June 09
Source: Comscore
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3%6%13%15%18%19%27%32%33%34%34%41%43%43%44%63%
85%
Source: AAGE 2008 Graduate survey
Choice for Graduates abounds
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Job Seekers armed to the teeth with CHOICES
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3. CHANGING BEHAVIOUR OF JOB SEEKERS
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A revolution doesn‘t happen when a society adopts new tools. It happens when societyadopts new behaviours...
“
” Clay ShirkyAuthor, Professor at NYU
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1 millionApprox 5% australians live & work abroad
Source: DFAT
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1 in 10 workers are
Source: ABS Cat 6359.0
Independent Contractors
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2,315,200 part‐time workers who do not want more hours
Source: ABS Cat 6359.0
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52% of engineers
57% of computing
Source: L Hawthorne, Census Data Analysis
Australian Workers Born Overseas
45% of medicine
44% of accountancy
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Source: Gallup Employee Engagement Poll Q12 Feb, 2009
82% of Australians not actively engaged at work,costing the nation $42 billion
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4% 9% 7% 11%
68%
Don’t look at all Browse every few months
Less than once a month Once or twice a month At least once a week
Australians are frequent job browsers. 68% browse jobs online at least once a week
Source: Employee Satisfaction & Motivation 2008 , SEEK
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10.6%
13.1%
17.2%
17.9%
18.2%
18.5%
19.4%
19.5%
19.6%
20.6%
20.8%
22.6%
28.3%
40.3%
Utilities
Education & Training
Manufacturing
Transport
Professional Services
Construction
Finance & Insurance
Wholesale trade
Healthcare
IT
Agriculture
Recreation Services
Real Esatte
Accomodation & Food Service
Source: AHRI HR Pulse, Love em don’t lose em , 2008
National Turnover Rate 19.9%
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Shorter Employment Tenure
Source :ABS Employee mobility
9.40%
14.80%17.10%
13.70%10.80% 12.10%
22.10%
20+ 10‐20 yrs 5‐10 yrs 3‐5 yrs 2‐3 yrs 1‐2 yrs 0‐1 yrs
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1.2 millionchanged jobs in the last 12 months
Source: AHRI HR Pulse, Love em don’t lose em , 2008
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689,200do not expect to be working for current
employer in 12 months
Source: ABS Australian Labour Market 6105.0
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of employers think ‘length of service’ as the least important aspect when defining a high performing employee
Sign of the times?
Source: Alexander Mann, High Performer Report
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Only 19%of Australians trust CEOs
Source: 2009 Edelman Trust Barometer Australia
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Only 6%trust Corporate Advertising
6%
7%
12%
13%
14%
17%
19%
20%
21%
25%
26%
28%
37%
39%
49%
53%
Corporate/Product Advertising
Social Networking Sites
Personal Blogs/Bulletins
Company Website
Business Blogs
Corporate PR/Emails
TV News
Wikepedia
Live Interview with sr. mgmt
Internet Search Engines
Newspaper Articles
Radio News Coverage
Friends & Peers
Company Employees
Business Magazines
Industry Analyst/Reports
Source: 2009 Edelman Trust Barometer Australia
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> HOW EMPLOYERS/RECRUITERSREACT
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$2.18 billion spent on classified advertising in Australia
Source: CEASA
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Employment accounts for 47% of the $390 million a year spent on Internet classifieds. Predicted to grow to $505 by 2011
P.S: PWC‐IAB puts the figure at $350 million in 2007; BRW :$394 millionSource: Frost & Sullivan, Australia Online Classifieds Advertising Market 2007-2011
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$600 million*
print media advertising
Source: Newspapersworks
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recruitment
Source: ABS 8558.0
billion industry
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Online Ads
Source: ANZ job series, Oct 08
The structural shift from print to online advertising is permanent. Online thumps print in volume of ads.
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Source: Google
Where will recruitment advertising dollars go?
BannersPop-Ups
Direct Emails
TelevisionRecruiters
NewspapersRadio
Direct Mail
Push Pull
Online
OfflineYellow Pages NewspapersCareer Fairs
Search EnginesCareer Websites
Job BoardsSocial Networks
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0.33%
0.51%
0.53%
0.68%
1.15%
1.37%
1.75%
2.15%
2.55%
2.56%
3.42%
4.14%
4.58%
4.58%
4.73%
6.29%
6.77%
10.60%
16.78%
24.54%
Social Media/Network Re‐hires (Alumni)
Mass Media (TV, Radio) Internship
Career FairsOther
Walk‐insCollege / campus recruitment
Job Boards (aggregators) Job Boards (Niche / Specialist)
Resume DatabaseReferrals (internal)
Contract to perm conversion Referrals (external)
Print mediaInternal Promotion
Recruiting / Staffing firmsCorporate WebsiteInternal Recruiter
Job Boards (Generalist)
Increasing channels to manage
Source: Source of Talent 2009 (Destination Talent & Inspecht)
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The burden/cost in the relationship shifted to employers
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Balance of power has shifted to job seekers. Recruitment advertising to be approached from their perspective.
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> Battle for Attention (Acquisition cost will increase)
> Targeting /Employment Branding will go niche
> Context/Influence will be important
> Accountable for your own Traffic (Leadership)
What’s Ahead?
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www: destinationtalent.com.au
email: [email protected]
phone: 0402 416 767 or 9212 0702
blog: destinationtalent.com.au/blog
skype: phillip.tusing twitter: philliptusing
connecting employers and talent solution providers
©
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> Slide1: Slimjim (http://www.flickr.com/photos/slimjim/2687043572
> Slide 6: http://flickr.com/photos/arkad/499182706
> Slide 9: Wonder lane (http://www.flickr.com/photos/wonderlane/2967970411)
> Slide 10: Kplawver (http://www.flickr.com/photos/kplawver/2749599568)
> Slide 13: Whatdavesees (http://www.flickr.com/photos/whatdavesees/251484422)
> Slide15: http://www.flickr.com/photos/purplemattfish/3310501794/
> Slide 19: http://www.flickr.com/photos/elavats/549041490
> Slide 21: http://www.flickr.com/photos/claudio_ar/2077867996
> Slide 24: http://www.flickr.com/photos/stabilo‐boss/93136022
> Slide 25: http://www.flickr.com/photos/boo_rebelxt/3619210616/in/set‐72157619545932665
> Slide 29: http://flickr.com/photos/bcorreira/2061677494
> Slide 31: http://www.flickr.com/photos/purplemattfish/3360590086
> Slide 32: http://www.flickr.com/photos/aftab/2531914911
> Slide 33: http://www.flickr.com/photos/zachklein/54389823
> Slide 34: http://www.flickr.com/photos/vox_efx/2900866264
> Slide 35: http://www.flickr.com/photos/27021814@N00/3203929149
> Slide 37: http://www.flickr.com/photos/chubbybat/2919126867
> Slide 38: http://www.flickr.com/photos/daunphilipp/3605651096
> Slide 40: http://www.flickr.com/photos/cosmosfan/2414002070
> Slide 41: http://www.flickr.com/photos/4yas/3411519332
> Slide 45: http://www.flickr.com/photos/faby74/2545026823
> Slide 46: http://www.flickr.com/photos/danzen/432388521
> Slide 50: http://www.flickr.com/photos/30003321@N00/2293923826
> Slide 54: http://flickr.com/photos/practicalowl/314989744
Image credit and references