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(By Rick Fink) It was just reported that Indeed, America’s largest online job board, was radio’s largest advertiser for the week. This isn’t something that happened overnight. Over the past several months they have steadily grown in the ranks. The question is, why?
Regardless of what part of the country you live in or what type of business you run, if you ask a business owner today what the most difficult thing about running a company is, they will tell you it’s finding good employees.
Finding people to work isn’t always the problem, but finding “good people” can be.
Fifteen-plus years ago this wasn’t the case. If you needed to add or replace an employee, you simply ran an ad in the classifieds of your local paper and boom, you had more than enough qualified candidates. That quickly changed and today there are very few job postings in the local paper. The current go-to source for employment is online job posting websites like Indeed, ZipRecruiter, Monster, CareerBuilder, Glassdoor, and many more.
Do they work? Online job boards certainly work better today than the classifieds, but still, the reviews are hit and miss at best and they only work if the message or the description of the position is written well enough to stimulate, intrigue, and inspire the person that is looking.
I would bet that Indeed, America’s largest online job search website, is or was struggling to deliver as many “good prospects” to their clients as they hoped for. Radio to the rescue!
Gallup, the internationally recognized polling company, found that 70% of the population would consider a different opportunity if one was presented to them. That doesn’t mean they are actively looking, that simply means they would consider it. What it also means is that they are not 100% happy in their current situation, but not unhappy enough to actively seek a new position.
The problem with job boards is that they are only reaching the people that are actively looking. Gallup estimates this to be 51% of the population. They are the “job hoppers” and one would assume not as desirable of a candidate.
Most ad recruitment campaigns that fail to attract quality candidates do so because they didn’t make the job sound desirable. They made it sound, well, like a job. They probably listed the basics, the who, what, when, where, how much and how to, and what qualifications. But they didn’t list the most important things like the “Why” and the “What Else”! Why is your company a great place to work? Why is it a great opportunity? Why is there room for advancement? Why will you be happier here? What’s in it for me and what are the extras that make this the right place for me? People want to work for successful companies. Tell them about your past accomplishments, future dreams, and goals. Make them feel like this is a company they want to represent and one they will be proud to work for.
So, how do you reach these desirable applicants? Rule #1 – Convince them your company is a great place to work. Rule #2 – Don’t recruit where the “less-desirables” congregate. And, how and where do you do this? Radio!
Radio has a unique ability to serve as a recruitment tool for several reasons. Radio reaches the “passive” job seekers, the 30 to 50% of the population that might consider a better opportunity if one was presented to them. The passive job seekers aren’t looking at the classifieds or searching online. Indeed evidently understands this. They are now reaching the passive job seekers, via radio.
Radio reaches the passive job seekers’ “center of influence”; their husband or wife, mother or father, friends, co-workers, those that know they are passively looking. Indeed understands this and is now reaching these centers of influence, via radio.
Radio can tell a better story. Indeed can do this as well, but if you look at their website, it’s still the who, what, when, and where. Doesn’t sound real appealing to me! I might even suggest that if you are having trouble sleeping, go to the online job boards and read some of the postings. BORING!
If you would like to start having more success in recruiting GOOD candidates, here are 8 rules to follow:
Rule #1: Tell your Story. You must convince your potential applicants that your company is a great place to work. Even if the job is digging ditches, there must be something great about this job. If not, implement something.
Rule #2: Use a Recruitment Medium that will Reach the Passive Job Seekers. The “job hoppers” are looking at the classifieds and job boards. Consider using radio or TV and reach the passive job seekers, that 50% that would consider a better opportunity if presented with one. Your opportunity!
Rule #3: Don’t Make it Look or Sound Like a Classified Ad. If the recruitment ad simply tells the who, what, when, and where, it won’t work regardless of the medium used.
Rule #4: Call to Action. Recruitment advertising is an immediate need for most businesses. Use some type of an easy Call to Action, i.e. Walk-in Interviews Tomorrow and Wednesday; Drop off, mail or email your resume to…; Call now to set an interview time; Job Posting open until (date); Job(s) available until all positions are filled; Open House this Saturday and Sunday.
Rule #5: Confidential Interviews. Only the unemployed do not have bosses or managers. Nearly all other applicants have some level of fear that their current employer will find out they are looking. While it should go without saying that applications and interviews are confidential, stating it will put the job seeker at ease.
Rule #6: Reach the Potential Employees’ Center of Influence. By attempting to reach only the potential candidate, you are shooting at a very small target. Only an “Intrusive” medium like radio can reach a potential employee’s Center of Influence. The husband or wife, mom or dad, brother or sister, friend or co-worker that knows the person is potentially looking for a different opportunity. Note: You will never reach the Center of Influence in the classifieds or online job boards. Their friends and family are not going to search for them.
Rule #7: Don’t Sound Desperate, unless your company just won a large new contract and need to hire X number of people right away. In this case, you can turn it into a positive. Example: “WE ARE GROWING and need to hire X number of energetic, honest, and hardworking people right away”.
Rule #8: NEVER say Competitive Pay. If the pay is only competitive and nothing more, don’t mention it at all. To the potential candidates it sounds like, “we are average.” Remember, they are looking for something better. If it’s not the pay, what is it? Focus on that!
If you are not asking every client and prospect how their current employment situation is, start doing so today. It can be nice extra revenue, and more importantly, you’ll be helping your clients solve one of their biggest concerns!
Here are four criteria that will make your radio recruitment campaigns work effectively:
The Message. It must be appealing and sound like a great opportunity. If it sounds like a recruitment ad, only listing the who, what, when, where, and what else, it won’t work nearly as well.
High-Frequency Schedules. This is direct response, punch ‘em in the nose marketing. Minimal schedules won’t work nearly as well. Suggest 8-15 times per day per station.
24-Hour Schedules. Reach the radio station’s entire audience and their entire center of influence.
Early Week Schedules. S-M-T-W. People dislike their job the most on Sundays and Mondays. It’s a subconscious thing, but they hear the ads better earlier in the week.
I urge you to tell the story… classifieds and online job boards are passive media and reach only the active job seekers, or job hoppers. Radio is an intrusive medium that not only reaches a better-quality candidate, but also reaches their center of influence.
Indeed has figured out how to reach the attractive “intrusive” job seekers by using radio to drive these people to their websites. Don’t let them beat us with our own stick!
If you would like more help with creating a recruitment package and how to sell recruitment plans, feel free to reach out to ENS Media USA.
Rick Fink is President of ENS Media USA and business partner with Wayne Ens of Ens Media Inc. Rick can be reached by e-mail at rick@ensmediausa.com.
In this report, we will discuss the size and strength of AM/FM radio and emerging audio trends.
Edison is a leading provider of AM/FM radio research, with more than 20 years experience. They also conduct exit polling for all national elections for America’s television networks. MARU/Matchbox, formerly the Research & Consulting division of Vision Critical, is a professional services firm of consultants with a deep heritage in both strategic insights consulting and technology. MARU/Matchbox brings a unique level of expertise in delivering Insight Communities, community management, and advanced research consulting services to its global client base.
Let’s take a look at the perception of media time spent among advertising and agency professionals.
The gold standard study of advertiser sentiment is done by research company called Advertiser Perceptions. Each month, they survey media strategists, media buyers, media planners, and advertisers to uncover their attitudes and perceptions of media.
Recently, Advertiser Perceptions polled media decision makers and asked a simple question: “Given 100 share points, what do you think the relative audiences are of AM/FM radio, Spotify, and Pandora?”
Overall, agencies and advertisers feel the audience sizes of AM/FM radio compared to Spotify and Pandora are very similar. That’s the perception, now let’s look at the reality according to Edison Research’s Share of Ear…
The reality: AM/FM radio’s share is 8 times bigger than Pandora and Spotify combined.
As you can see, there is a significant difference between perception and reality! AM/FM radio has a gigantic 46% share. Next are three platforms advertisers cannot run audio ads on: owned music, YouTube, and the advertising-free music channels on SiriusXM. Ad-supported Pandora only has a 4% share, similar in size to the audience share for TV music channels. Those are the channels on your cable system in the high numbers that play commercial-free music.
You’ll notice all the way at the bottom, the audience share for ad-supported SiriusXM is only 2%. Let’s look more specifically at the comparison between AM/FM radio and Pandora and Spotify.
Edison Research’s Share of Ear revealed Americans spend majority of their audio time with ad-supported media – 58% to be precise. AM/FM radio holds the greatest share of any audio time at 46%, edging out ad-free platforms (42%) and other ad-supported platforms (12%). Among only ad-supported platforms, AM/FM radio accounts for 80% of the daily time spent.
63% of Pandora listeners, 62% of Spotify listeners, half of SiriusXM listeners also listen to AM/FM radio. So, when you buy a campaign on AM/FM radio, you’re getting huge portions of Pandora, Spotify, and SiriusXM for free!
What percent of America represents the majority of Pandora’s listening?
In a typical day, Americans spend close to 2 hours with AM/FM radio, only 12 minutes with Spotify and only 11 with Pandora. Given the exceedingly low Pandora and Spotify time spent, it’s challenging for ads to be heard.
Recently, Nielsen conducted a study of factors that drive advertising sales lift. The number one media factor in driving sales lift is reach. Let’s compare AM/FM radio to Pandora and Spotify for reach.
Most of us are familiar with the Nielsen statistic that says AM/FM radio is America’s number one mass reach media with a 93% weekly reach. Here, we’re looking at average daily reach.
According to Edison Research’s Share of Ear, 71% of Americans are reached by AM/FM radio in a typical day. Only 10% are reached by ad-supported Pandora and only 4% are reached by ad-supported Spotify. AM/FM radio reach dwarfs Pandora and Spotify. In a typical day in America, 90% of Americans are not reached by ad-supported Pandora. 96% of Americans are not reached by ad-supported Spotify.
The daily reach for AM/FM radio surpasses the most popular ad-supported audio platforms. As mentioned in the previous slide, Edison Research’s Share of Ear, shows that 71% of Americans are reached by AM/FM radio in a typical day. AM/FM radio’s reach is 7x bigger that ad-supported Pandora and podcasts, and 18x bigger than ad-supported SiriusXM and ad-supported Spotify. AM/FM radio continuously proves itself as a reach machine.
Song for song, AM/FM radio wins. Looking at Ariana Grande’s major hit “No Tears Left to Cry,” there were more daily plays this July in just Chicago than on all of nationwide Spotify. The size of the digital platform can’t measure up.
When we examine where people listen to AM/FM radio and streaming, we see significant differences too.
Two-thirds of AM/FM radio listening is away from home, as consumers listen in the car, at work, and other places. Streaming, on the other hand, mostly occurs at home. This is surprising to many people we talk to.
There once was a day where you would come home and put on a CD or an album in the background to relax. Now, streaming has replaced the music collection as how Americans relax with background music. With so much listening to streaming occurring at home as “chill out” music, it’s concerning to advertisers if people are actually hearing their ads on Pandora and Spotify.
How many Pandora and Spotify listeners are also reached on AM/FM radio?
Amazingly, only 4% of Americans represent most of listening to Pandora. Be careful not to overspend on Pandora. Because the reach is so small, you’ll only end up irritating consumers who will hear your ad endlessly repeated.
What about Spotify?
Only 4% of America generates most of Spotify’s audience. To reach the rest of the country, AM/FM radio is America’s #1 mass reach media.
Are these groups of listeners highly engaged with the audio and paying attention to the ads?
Compared to Pandora and Spotify, listeners pay more attention to what they hear on AM/FM radio. 84% of AM/FM radio listeners hear what people are talking about when they’re listening at home, at work, or in the car. For Pandora and Spotify in the home, only 54% of people hear what is being talked about. They aren’t paying attention and they aren’t engaged with the ads the same way they are when listening to AM/FM radio.
Up until now, we’ve just been focusing on total AM/FM radio listening in all locations. Now, let’s focus on Share of Ear in the car.
Edison Research’s survey captures audio use at work, at home, and in the car. We hear so much in the press these days about the connected car. All of these articles give the perception that there is a tremendous amount of streaming audio and podcast listening occurring in the car.
Colin Kinsella is the CEO of media agency Havas. At a media conference, Kinsella was quoted as saying, “The biggest risk for radio is the 26-year-old planner who lives in New York or Chicago and does not commute by car and does not listen to radio and thus does not think anyone else listens to radio.” If you’re a 26-year-old media planner in New York who takes the subway and listens to Spotify, you could think everyone in America is just like you.
Let’s take a look at the actual Share of Ear for audio in the car.
AM/FM radio is the undisputed king of the road! AM/FM radio has a stunning 66% share of in-car audio. You can’t buy advertising on the next two platforms. The advertising-free music channels on SiriusXM have a 13% share and the share of time spent for the music people own, like iTunes downloads on their phone or CDs, is a 8% share. After that, the other platforms’ audiences are incredibly small.
If you just look at AM/FM radio’s share of ad-supported audio, it’s a massive 89%.
According to the U.S. Census, 85% of Americans commute to work in a car or a truck. Only 5% use public transportation and the rest either bike, walk, or work at home. Interestingly, the American commute is a solitary experience. 90% of those who commute by car or truck do so alone.
This is really useful to know when you consider the creative for radio ads. When you’re having a one on one conversation, you don’t need to yell and shout. The American commute is an intimate one on one experience and you’re ad creative can be more personal and conversational.
So let’s look at how Americans commute in the biggest U.S. cities.
Here is the commuting patterns according to the Census of the major U.S. cities. Only in New York do we find the majority of commuters using public transportation. As the CEO Havas Media noted, living in New York one would think everyone uses public transportation to get to work.
Does a media buyer or planner’s commute impact the way they buy media?
This study of 423 media planners and buyers says yes. Media decision makers who commuted to work by car are 75% more likely to advertise on AM/FM radio!
When we were trained as young media professionals, we were taught to “take the me out of media.” It’s clear that it is very difficult to separate personal experiences from how one views the behaviors of the rest of the country.
Overall, Share of Ear reveals the majority of ad-supported audio impressions can be found on AM/FM radio. What’s the perspective of media decision makers?
So in conclusion, the key findings are: AM/FM radio is the centerpiece of audio and dominates digital with massive reach. Most AM/FM radio listening takes place on-the-go in the car. Most of the Pandora, Spotify, and SiriusXM audiences also listen to AM/FM radio.
Let’s focus on tracking change over time with streaming and AM/FM radio. We’ll also explore the growing phenomenon of podcasting.
As we’ll see in the trending data, Pandora has seen nearly two years of erosion while Spotify’s on-demand offering has seen growth. Despite the shifts AM/FM radio’s Share of Ear is steady as a rock.
People often assume that the growth of streaming comes at the expense of AM/FM radio. In reality, streaming growth is coming from the time people used to spend with their owned music.
Here we’re examining the share of time spent of owned music versus streaming. Over the last four years, people are spending less time listening to purchased music and more time with streaming. Overall, Americans are shifting their entertainment habits from owning content to renting it. We used to buy DVDs. Now we can rent video content with Netflix. We used to buy iTunes downloads and CDs. Now we rent our music access with Spotify.
While the shift to owned music to rented music has occurred, what’s the trend of Pandora’s and Spotify’s Share of Ear?
From two years ago, Pandora experiences a -25% drop in share while Spotify’s has grown +75%. When it comes to total audience reach, Pandora has eroded at the hands of Spotify.
From two years ago, Spotify’s ad-free share has continued to rise. For Spotify this can be a double-edged sword, on one end more consumers are buying their subscription option. On the other, Spotify’s advertisers are reaching less and less listeners, and the ones they do reach are hit continuously with the same ad.
From Q3 2016, Pandora’s total audience reach is down -20% while Spotify’s has grown +33%.
Let’s take a look at AM/FM radio.
Steady as a rock. AM/FM radio’s reach remains stable at 71%
From the Q4 2016 Edison “Share of Ear” study to the Q4 2018 release, daily reach with podcasting is growing among major buying demographics.
When we look at Millennials, we see some significant share shifts between YouTube, owned music, Pandora, and Spotify.
YouTube has pulled away from Owned Music in audience share. Let’s take a look at the Pandora and Spotify battle among younger 18-24 Millennials.
In 2016, Spotify was able to catch up to Pandora. In 2018, Spotify has now surpassed Pandora among 18-24s by a 3 to 1 margin.
Daily reach with podcasting is growing among Millennials. From the Q4 2016 Edison “Share of Ear” study to the Q4 2018 release, Millennial podcasting reach is up double digits. Female Millennial shares are growing faster than men, catching up in reach.
In conclusion, time spent with streaming is growing at the expense of owned music. Pandora stalls while Spotify sees growth and YouTube continues to win the streaming crown. Millennials are spending more time with podcasting regardless of gender or ethnicity.
A few years ago, the newspaper industry and yellow pages both went from being a thriving place to market your business and REACH customers to loosing subscribers and customers due to a loss of reach. In advertising, the most important KEY to successful marketing is REACH or the ability to reach customers. As the internet came around, newspaper subscriptions dropped as their customers were dying and the younger readers weren’t subscribing because they were consuming their news in other ways. The yellow pages used to be the place where EVERYONE looked for a business phone number. Now with smart phones and technology, people simply talk into their phone to retrieve the data requested.
Without subscribers or people to reach, the industry dies. Television is headed down the same slippery slope with services such as Netflix and Hulu getting customers to “cut the cord”
Procter & Gamble, the number one advertiser in the WORLD is moving away from TV and putting more of their ad budget into radio. Why do you think that is? Read on to find out!
Setting
goals that are easily achieved can defeat the purpose of goal setting. The
desire to do better should be behind any goals that are set.
Top salespeople use goal setting to outline challenges
for themselves that encourage them towards making a stronger sales impact.
Challenging goals should:
— Present a challenge while still being achievable;
unachievable goals can be discouraging rather than encouraging, and don’t
provide the same benefits that realistic goal setting can.
— Be aligned with your personal and professional
desires; the more involved you are with the goals you set, the more likely you
are to achieve them.
— Reflect the core priorities of your organization; in
this way your goal setting can benefit you and your employer and lead to
recognition and other career benefits.
With unemployment being under 4%, posting classified ads and spending thousands of dollars on job board listings delivers less than desirable results.
Why? Because everyone who wants to work is gainfully employed. In the past, recruiters would get multiple applicants for every position and sift through resumes looking for the right candidate. In today’s hiring world, you need to target the PASSIVE job seeker. The new focus is on sniping employees from competitors. Passive job seekers are currently employed. They get up every morning and go to work and do the same job you need them to do, just for someone else. Twenty years ago, it wasn’t uncommon to find employees who have been at the same job for ten or twenty years or more. People had loyalty to their job and the role they played in their business. Twenty years ago, people weren’t looking for a “new job” unless they wanted more pay or were unhappy where they currently were.
In 2019 we have to approach the hiring and recruiting process differently. With digital technology, we can now target passive job seekers who are currently working inside specific buildings. If you’re hiring warehouse workers (to include material handlers and forklift operators) and you need to keep a constant stream of applicants coming in, fish where the fish are!
I read an article by Wayne Ens called “Lessons from a fish.” He points out some interesting points:
If you’re interested in working with #EmployeeSniper @KeithHanshaw to help you fill your positions, contact me at 717-901-3461 or by email at Keith.Hanshaw@Cumulus.com