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RECRUITMENT ADVERTISING 2.0 navigating recruitment advertising from job seekers’ perspective Phillip Tusing 18 th September, Canberra Recruittech Conference

Recruitment Advertising 2.0

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A look at the Australian recruitment advertising landscape from the perspective a job seekers.

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Page 1: Recruitment Advertising 2.0

RECRUITMENT ADVERTISING 2.0 navigating  recruitment advertising  from job seekers’ perspective 

Phillip Tusing 18th September, Canberra Recruittech Conference 

Page 2: Recruitment Advertising 2.0

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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

Page 4: Recruitment Advertising 2.0

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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? 

Page 5: Recruitment Advertising 2.0

Job Vacancies will be dictated by the behaviour and choices made by job 

seekers

Page 6: Recruitment Advertising 2.0

The view from Job Seekers 

Three Trends 

Page 7: Recruitment Advertising 2.0

1. INFORMATION ASSET INCREASES 

Page 8: Recruitment Advertising 2.0

Barriers to information (company & jobs) significant. 

Pre Internet (1995) Era

Page 9: Recruitment Advertising 2.0

The burden of finding job information  solely on job seekers’ back 

Pre Internet (1995) Era 

Page 10: Recruitment Advertising 2.0

Job hunting experience: frustrating; time consuming; expensive; difficult; little information. 

Page 11: Recruitment Advertising 2.0

The burden in the recruitment/employment  transaction was solely on IT professionals  

1996: Internet Changed Everything

Page 12: Recruitment Advertising 2.0

Cost of information & applying for a job = $0 

Page 13: Recruitment Advertising 2.0

Barriers  to company information broken. Job information readily available. The trend continues. 

Page 14: Recruitment Advertising 2.0

As information barriers crumble, the number of job seekers who DON’T want to work for you increases 

Page 15: Recruitment Advertising 2.0

Job Seekers information asset increased significantly in the last decade 

Page 16: Recruitment Advertising 2.0

2.   EXPLOSION IN JOB SEARCH & PUBLISHING  TOOLS

Page 17: Recruitment Advertising 2.0
Page 18: Recruitment Advertising 2.0

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

• Print

• Radio /Podcast

• Web Portals

• Recruitment Firms

• Referral Networks

• Job Boards

• Print Media

• Personal Networks

• Staffing Agencies

• Podcast

• Video Resume

• SMS

• Widgets

• RSS

• MySpace

• Flickr

• Facebook

• Twitter

• Forums

• Mobile Phones

• Website

• LinkedIn

Page 19: Recruitment Advertising 2.0

500+ newspapers and magazines 

Source: Newspapers works

Page 20: Recruitment Advertising 2.0

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

Page 21: Recruitment Advertising 2.0

2704+ recruitment firms  

Source: ABS Catalogue 8558.0

Page 22: Recruitment Advertising 2.0

2.7 million searches, on the keyword “JOBS”, conducted on Google in September 2008

Source: Google Keyword Tool

Page 23: Recruitment Advertising 2.0

Explosions in personal publishing tools and channels to announce availability 

Page 24: Recruitment Advertising 2.0

9 million Australians visited social network sites in June 09 

Source: Comscore

Page 25: Recruitment Advertising 2.0

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

Page 26: Recruitment Advertising 2.0

Job Seekers armed to the teeth with CHOICES 

Page 27: Recruitment Advertising 2.0

3. CHANGING BEHAVIOUR  OF JOB SEEKERS 

Page 28: Recruitment Advertising 2.0

A revolution doesn‘t happen when a society adopts new tools. It happens when societyadopts new behaviours...

” Clay ShirkyAuthor, Professor at NYU

Page 29: Recruitment Advertising 2.0

1 millionApprox 5% australians live & work abroad

Source: DFAT

Page 30: Recruitment Advertising 2.0

1 in 10 workers are

Source: ABS Cat 6359.0

Independent Contractors 

Page 31: Recruitment Advertising 2.0

2,315,200 part‐time workers who do not want more hours

Source: ABS Cat 6359.0

Page 32: Recruitment Advertising 2.0

52% of engineers

57% of computing

Source: L Hawthorne, Census Data Analysis

Australian Workers Born Overseas

45% of medicine

44% of accountancy

Page 33: Recruitment Advertising 2.0

Source: Gallup Employee Engagement Poll Q12 Feb, 2009

82% of Australians not actively engaged at work,costing the nation $42 billion

Page 34: Recruitment Advertising 2.0

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

Page 35: Recruitment Advertising 2.0

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%

Page 36: Recruitment Advertising 2.0

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

Page 37: Recruitment Advertising 2.0

1.2 millionchanged jobs in the last 12 months 

Source: AHRI HR Pulse, Love em don’t lose em , 2008

Page 38: Recruitment Advertising 2.0

689,200do not expect to be working for current 

employer in 12 months 

Source: ABS Australian Labour Market 6105.0

Page 39: Recruitment Advertising 2.0

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

Page 40: Recruitment Advertising 2.0

Only 19%of Australians trust CEOs 

Source: 2009 Edelman Trust Barometer Australia

Page 41: Recruitment Advertising 2.0

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

Page 42: Recruitment Advertising 2.0

> HOW EMPLOYERS/RECRUITERSREACT

Page 43: Recruitment Advertising 2.0

$2.18 billion spent on classified advertising in Australia

Source: CEASA

Page 44: Recruitment Advertising 2.0

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

Page 45: Recruitment Advertising 2.0

$600 million*

print media advertising

Source: Newspapersworks

Page 46: Recruitment Advertising 2.0

recruitment 

Source: ABS 8558.0

billion industry 

Page 47: Recruitment Advertising 2.0

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. 

Page 48: Recruitment Advertising 2.0

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

Page 49: Recruitment Advertising 2.0

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)

Page 50: Recruitment Advertising 2.0

The burden/cost in the relationship shifted to employers

Page 51: Recruitment Advertising 2.0

Balance of power has shifted to job seekers. Recruitment  advertising to be approached from their perspective. 

Page 52: Recruitment Advertising 2.0

> 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? 

Page 53: Recruitment Advertising 2.0

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

©

Page 54: Recruitment Advertising 2.0

> 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